Social Context and Risk Perceptions in Food Truck Experiences

This study explores how social context and perceptions of food-related risks influence consumer evaluations within the food truck industry. Specifically, this study investigates the impact of social words reflected in online reviews as an indicator of social context and food-related risk perceptions on consumer experience by analyzing Yelp reviews. The findings indicate that an increase in social context in online reviews is associated with higher review ratings, while food-related risks have a negative impact. Notably, the interaction effects show that social context can lessen negative impacts, with group dining or social bonding mitigating the severity of perceived risks. Moreover, four food-related risk categories negatively affected review ratings, with food-related issues and illness having the strongest impact. Our study specifically demonstrates that negative food-related risk perceptions are partially offset when consumers emphasize social or communal aspects in their reviews. These findings contribute to the existing literature on servicescape and eWOM research by offering a data-driven analysis of consumer evaluation and quantifying the impact of group interactions on risk perceptions. This study provides practical and actionable strategies for food truck operators and policymakers, highlighting the importance of social context and strict food safety protocols.