Should businesses keep consistent performance between channels? Empirical evidence from the impact of rating discrepancy on demand
利用餐饮业数据，研究发现线上线下渠道的评分差异会损害在线需求，且高价会放大这种负面效应，建议企业保持跨渠道业绩一致。
Abstract Consumers often search for and compare the online and offline performance of businesses, indicated by consumer ratings, before they make purchases. In this study, using empirical evidence from the restaurant industry, we examine the impact of consumer rating discrepancy between online and offline channels on online demand. We find that channel rating discrepancy for overall performance, products, and services negatively affects online demand. In addition, higher prices amplify the negative effect of channel rating discrepancy on consumer online purchase behavior. The negative discrepancy effect has heterogeneity that depends on the business's properties (i.e., chain vs. independent). Our findings suggest that companies should take an integrated approach to make cross‐channel performance consistent. With consistent performance, companies can have a better overall performance that will attract consumer demand.