Why people use Yelp.com: An exploration of uses and gratifications

This study examines why individuals use the website Yelp.com from a uses and gratifications perspective. Male and female Yelp.com users who were 18 and over completed an online survey. The results of the study indicate that individuals overwhelmingly use Yelp.com for information-seeking purposes, followed by entertainment, convenience, interpersonal utility, and pass time. Further, there was an overall higher usage of each need for the readers and writers of restaurant reviews compared with readers only, suggesting more involvement for the reader and writer group. Frequency of Yelp.com usage and perceived influence of Yelp.com restaurant reviews were also positively related to the majority of motives. Theoretical and practical implications of these findings are discussed, as well as suggestions for future research.

► Why people use Yelp.com is explored via uses and gratifications theory.
► Information-seeking was the strongest reported use of Yelp.com.
► Yelp.com readers/writers had stronger motives than those who read reviews.
► Frequency and influence of Yelp.com usage are related to multiple motives.