MARKETING COMMUNICATIONS AND CONSUMERS' PERCEPTIONS OF ONLINE REVIEWS THAT AFFECT THEIR DECISION TO USE THE SERVICE HOT POT RESTAURANT IN BEIJING, CHINA
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Abstract
The current research aims to investigate the following: 1) to examine the significance of marketing communication, perception of online reviews, and decision-making in the consumption of hotpot restaurants among customers in Beijing, China; and 2) to investigate the impact of marketing communication and perception of online reviews on customers' decisions to patronize hotpot restaurants in Beijing, China.
The research instrument used in this study was a questionnaire. The sample consisted of 385 consumers who had previously used hotpot restaurant services in Beijing, China. Data was collected using a questionnaire. Statistical analysis included percentages, means, standard deviations, and multiple regression analysis using the Enter method.
The research findings revealed that: 1) The level of importance of marketing communication, perception of online reviews, and decision-making regarding hotpot restaurant services among customers in Beijing, China, was generally high. 2) Multivariate regression analysis using the Enter method showed that marketing communication and perception of online reviews significantly influenced the decision to use hotpot restaurant services in Beijing, China at the 0.01 level of significance.
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