A study on the trustworthiness of store rating in restaurant recommendation O2O service

Abstract

This study is a key piece of information provided by the recently spread O2O service and wants to confirm whether rating information on stores commonly marked as stars is truly reliable for consumers. We will examine whether store ratings of O2O service, which has been known to lower perceived search cost of consumers, are reliable system. First of all, we compared the ratings of the stores registered in a domestic restaurant recommendation O2O service with the actual survey results of the customers who visited the restaurant. As a result of the analysis, it was found that the rating of each store in the app was not correlated with the actual satisfaction of the store or the loyalties, and the result of the evaluation of the specific store attribute was also not significant in predicting the rating of the store in the O2O app. However, it was found that customers who visited the store by mobile app or recommendation of acquaintance were more loyal than customers who visited the store by simple internet search. Therefore, if O2O service establishes a more reliable customer rating system, consumer utilisation of O2O service is expected to increase further.