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Social Networks’ Factors Driving Consumer Restaurant Choice: An Exploratory Analysis

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Advances in Artificial Intelligence, Software and Systems Engineering (AHFE 2020)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1213))

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Abstract

The study was aimed at finding out the factors of social networks driving consumer restaurant choice in Tijuana, Mexico. The quantitative method was used and data was collected using the online survey technique to a sample of 385 costumers of full-service restaurants. Thirteen items related to the influence of social networks were included. As well, to test the consistency of the instrument, Cronbach’s alpha analysis was performed; and to examine the appropriateness of the data, the KMO and Bartlett’s sphericity tests were performed. Then, it was carried out an exploratory factor analysis (EFA), to identify the social networks ‘factors influencing the consumer restaurant choice. The results obtained in the EFA, show that there are four key factors of social networks: The content generated by the restaurant in social networks, the rating, and popularity of the restaurants’ social network, customer recommendation on social networks and real-time customer participation.

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Author information

Authors and Affiliations

  1. Facultad de Contaduría y Administración, Universidad Autónoma de Baja California, Tijuana, Mexico

    Karen Ramos

  2. Faculad de Turismo y Mercadotecnia, Universidad Autonoma de Baja California, Tijuana, Mexico

    Onesimo Cuamea, Jorge Morgan & Ario Estrada

Authors
  1. Karen Ramos
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  2. Onesimo Cuamea
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  3. Jorge Morgan
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  4. Ario Estrada
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Corresponding author

Correspondence to Onesimo Cuamea .

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Editors and Affiliations

  1. Institute for Advanced Systems Engineering, University of Central Florida, Orlando, FL, USA

    Tareq Ahram

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Ramos, K., Cuamea, O., Morgan, J., Estrada, A. (2021). Social Networks’ Factors Driving Consumer Restaurant Choice: An Exploratory Analysis. In: Ahram, T. (eds) Advances in Artificial Intelligence, Software and Systems Engineering. AHFE 2020. Advances in Intelligent Systems and Computing, vol 1213. Springer, Cham. https://doi.org/10.1007/978-3-030-51328-3_23

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