Roles of Online Ratings for Multihoming on O2O Platforms

摘要

This paper studies the role of online ratings for the choice of multihoming on third-party O2O platforms.Specifically, the work investigates the main effect of online ratings and its interaction with operation duration and the number of screens.An ordered logit model is employed with a sample of 1902 cinemas multihoming on O2O platforms.The findings show that online ratings have significantly positive impact on platform multihoming.A cinema's operation duration negatively moderates the relationship between online ratings and platform multihoming, while its number of screens positively moderates the relationship.Implications of the findings are discussed.