University of Twente Student Theses
“How many stars?”: exploring the relationship between internet skills and the perceived value of online review aspects in food reviews
Ek, T.J. van (2024) “How many stars?”: exploring the relationship between internet skills and the perceived value of online review aspects in food reviews.
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| Abstract: | This study examines how internet skills influence the perceived value of online restaurant reviews using a mixed-methods approach, combining a quantitative survey and qualitative interviews. The survey assessed participants' internet skills across four factors: Operational, Information Navigation, Communicative, and Content Creation Internet Skills, with scores categorizing participants into below-median and above-median groups. Interviews revealed that higher-skilled participants value nuanced aspects of reviews, such as review volume and recency, and critically engage with content. In contrast, lower-skilled participants focus on basic components like average scores and delivery times, often overlooking detailed content. The study concludes that internet skills significantly impact how reviews are interpreted, suggesting that online platforms should tailor review presentations accordingly. Enhanced filters for high-skilled users and prominently displayed key information for low-skilled users are recommended. This research contributes to understanding the role of internet skills in online consumer behavior and offers directions for future studies to explore additional factors influencing review interpretation. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/103286 |
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