Relationship between word of mouth and information about gluten-free foods on online sales sites

Abstract

　We conducted quantitative content analysis of the relationship between word-of-mouth and information about gluten-free foods posted on gluten-free food online sales sites. We identified four reasons for purchasing gluten-free foods: as part of a lifestyle, as an alternative food for people with allergies, to restrict carbohydrate intake, and to lose weight. Word-of-mouth information from customers who are trying to adopt a gluten-free diet as part of their lifestyle were more likely to appear on sites that provide information about gluten-free (p ＜ 0.01) options. In the case of using gluten-free foods as an alternative food for people with allergies, word-of-mouth information from customers was more likely to appear on sites that provided information about allergen contamination and management methods at manufacturing locations (p ＜ 0.01). On internet sales sites that provide information on carbohydrate restriction, there was a lot of word-of-mouth information from people who purchased the product for the purpose of restricting their carbohydrate intake (p ＜ 0.01). Word-of-mouth information from people who purchased the product for losing weight were more likely to be posted on sites that listed the low-calorie and appetite-suppressant benefits of gluten-free foods (p ＜ 0.01). Our findings suggest that the information on gluten-free food online sales sites has an influence on customers.