Research on how Tiktok’s food reviewers affect consumers’ eating behavior

Abstract

A lot of customers now use the Internet as their primary information source when making decisions due to the quick development of information technology. The COVID-19 pandemic's termination has had a huge impact on how current consumers eat, as have a number of emerging eating patterns on social networking sites. This is clearly illustrated by the reality that Food Reviewers, also known as people who share and assess food experiences from expensive restaurants to street stalls, are becoming more and more popular on social media platforms nowadays. The influence of Food Reviewers' opinions is greater, especially in the overcrowded and chaotic Ho Chi Minh City (HCMc), where consumers are more eager to locate "Delicious - Healthy - Inexpensive" dining establishments. Thereby, it is crucial to spread knowledge about how Food Reviewers affect customers' eating habits, notably for retailers and businesses in the Food and Beverage (F&B) sector. Based on the theory of Consumer Behavior and related theories, the research team explores the influence of Food Reviewers on the eating behavior of consumers in HCMc. After identifying the objectives and developing an appropriate research model, the authors conducted the research using two methods: secondary data research and qualitative research. SPSS Statistics 26 software is the program used in the quantitative research process with the Pearson correlation analysis method and regression analysis to analyze, process, and test models, and research hypotheses. The authors derive conclusions from the findings of data analysis using a survey questionnaire given to 203 Vietnamese nationals studying and working in HCMc who have been approaching Food Reviewers' culinary assessments to figure out how customers’ eating habits are affected by Food Reviewers' comments. Lastly, some feasible actions and lessons are recommended for F&B businesses operating in HCMc.