Online Review Dependence and Visit Intention of Hospitality Service Customers Using Mixed Methods (Sentiment Analysis and the Unified Theory of Acceptance and Use of Technology)

This study examines how online reviews shape review dependence and self‐reported visit intention among hospitality customers. A sequential mixed‐method design combined computational text analysis with a scenario‐based survey. First, 89,963 hotel reviews and 36,190 fast‐food reviews from Google Travel were analyzed using frequency and Bing‐lexicon matching to develop four scenarios. Second, 440 responses were analyzed using confirmatory factor analysis, structural equation modeling, multigroup comparisons, and ANOVA. Effort expectancy and social influence were positively associated with review dependence, whereas performance expectancy was negatively associated. Review dependence was positively associated with visit intention, with a stronger relationship under positive framing and hedonic consumption value. Other group differences were unsupported. By positioning review dependence between technology‐related beliefs and intention, this study extends the Unified Theory of Acceptance and Use of Technology beyond platform adoption and demonstrates how framing and consumption value condition the translation of information reliance into hospitality choices.