An Empirical Test of the Impact of the Online Review–Review Skepticism Mechanism on Behavioral Intentions: A Time-Lag Interval Approach between Pre- and Post-Visits in the Hospitality Industry

The relationship between online review types and their outcomes is dynamic. However, it remains unclear how the influence of the three prominent kinds of online reviews (ratings, photos, and text) evolves from the initial to the phases of the restaurant visit cycle. To address this gap in the literature, this study administers a survey in mainland China using two time-lag intervals. Based on the data collection methodology proposed in the consumption-system approach, this survey separates the pre- (T1) and post- (T2) stages of specific restaurant visits. While rating reviews’ direct impact on behavioral intentions increases during the visit cycle, that of photo reviews does not change before and after restaurant visits. As for text reviews, these do not directly influence behavioral intentions before a restaurant visit; however, the impact increases after a visit, highlighting a difference in behavioral responses between the pre- and post-restaurant-visit phases. Rating reviews’ direct effect on review skepticism is negatively significant after visiting a restaurant; moreover, review skepticism is important in mediating the relationship between rating reviews and behavioral intentions after a visit.