This study investigates how food vloggers influence Generation Z consumers' intentions to visit restaurants.
Based on the Elaboration Likelihood Model, we developed a conceptual model in which food vlogger characteristics were linked to restaurant visit intentions (RVIs) via a positive attitude toward the vlog. A total of 356 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM).
The findings reveal that (1) food vlogger characteristics such as expertise, trustworthiness and physical attractiveness were positively linked to a favorable attitude toward the vlog, which ultimately influenced Generation Z's RVIs; and (2) location convenience and restaurant reputation did not moderate the relationship between consumers' attitude toward the vlog and their intentions to visit the restaurants.
The findings offer important implications for both hospitality marketing scholars and restaurant managers by shedding light on the psychological process through which Generation Z consumers develop RVIs based on food vloggers' reviews.
