餐飲業(yè)網(wǎng)絡(luò)點評數(shù)量影響因素研究——以成都主城區(qū)川菜餐館為例

摘要： 網(wǎng)絡(luò)點評數(shù)量是餐飲企業(yè)"網(wǎng)絡(luò)人氣"的直接反映,它能引導(dǎo)顧客進行消費決策,促進產(chǎn)品銷售.為了解餐飲業(yè)點評數(shù)量影響因素,通過"大眾點評""百度地圖"收集成都主城區(qū)1 929家川菜餐館的相關(guān)數(shù)據(jù),運用主成分分析進行數(shù)據(jù)處理,運用(準)泊松回歸模型進行變量擬合.結(jié)果表明:餐館的人均消費及團購項目數(shù)量對其網(wǎng)絡(luò)點評數(shù)量沒有顯著影響;餐館的口味、服務(wù)和環(huán)境的綜合評分對其網(wǎng)絡(luò)點評數(shù)量有顯著的正向影響;從市中心乘公交、駕車和騎行到達餐館的綜合可達時間對其網(wǎng)絡(luò)點評數(shù)量有顯著的負向影響;綜合評分影響程度大于綜合可達時間.
The number of online reviews represents a restaurant's "online popularity". This datum also provides guidance for customers to make consumption decisions and promotes product sales. However, relevant research on the influencing factors on the number of online reviews in catering industry is still lacking. In this paper, therefore, data of 1929 Sichuan Restaurants in main urban area of Chengdu were collected on online platforms of "https://www.dianping.com/" and "http://map.baidu.com"; such data was processed by PCA, and multivariate fitting was conducted by using quasi-Poisson/Poisson regression model. The results show that 1) the per capita consumption of restaurants and the number of group purchase items have no significant influence on the number of online reviews. 2) the overall rating of food taste, service and environment of the restaurants have a significant positive effect on the number of online reviews. 3) the traffic time from downtown to restaurants by bus, car and bike has a significant negative impact on the number of online reviews. 4) the overall rating has a greater impact on the number of online reviews than the traffic time.