Impact of Electronic Word-of-Mouth Dispersion on Tourists' Purchase Intentions for Local Food Restaurants

Electronic word-of-mouth (eWOM) dispersion often increases perceived risk and reduces purchase intention; however, a high dispersion of eWOM regarding local food may have different effects on tourists. This study explores how eWOM dispersion influences tourists’ purchase intentions for local food. We find that high eWOM dispersion actually stimulates tourists’ curiosity, thereby enhancing their intention to purchase local food. This effect is moderated by the dimensions of eWOM and regulatory focus. Specifically, high dispersion regarding taste increases purchase intention, whereas high dispersion regarding quality decreases it. For tourists with a promotion focus, high dispersion strengthens purchase intention, but it is vice versa for those with a prevention focus. This study extends the literature on eWOM dispersion in the marketing of local food and reveals the mechanism of curiosity, providing practical guidance for local food restaurants.