The primary objective of this study is twofold: (1) to analyse how users' perceived privacy on opinion platforms in the foodservice sector influences their willingness to use/create electronic word-of-mouth (e-WOM) content, as well as to examine the relationship between such content and perceived relationship quality; and (2) to assess whether there are significant differences in the means of the variables perceived privacy, e-WOM and perceived relationship quality between foodservice sector users of Google Maps and TripAdvisor platforms.
Data were collected from a diverse group of nationals in the Iberian Peninsula during June and July, 2025. A structured survey was designed to measure the key variables of the study. The collected responses were subsequently analysed using variance-based structural equation modelling (SEM), with partial least squares (PLS) employed as the statistical method for data analysis.
The study's results reveal significant differences between Google Maps and TripAdvisor regarding privacy perceptions related to the generation of e-WOM content related to perceived relationship quality in the foodservice sector. Furthermore, it has been found that a greater sense of privacy perceived by users is associated with greater participation in e-WOM activities.
This work makes a significant contribution to academic literature by addressing a gap in the comparative analysis of the most widely used opinion platforms. Moreover, the findings offer practical implications for the management of the restaurants, providing valuable recommendations on how to improve the user experience and foster trust in digital environments for the foodservice sector companies.
