Spatial Heterogeneity of Influencing Factors of E-WoM of Restaurant:A Case Study of Nanjing
Exploring the influencing factors of E-WoM(Electronic Word of Mouth)of restaurants helps to formulate differentiated spatial policies for the catering industry and balanced and high-quality development of urban space.We take Nanjing as an example to carry out an empirical study,and the results show that:(1)the influence of each factor is as follows:diversity of land functions>benchmark land price>number of competitors>convenience of public transportation>youth groups>subway access,and all above factors except the diversity of land functions playing a facilitating role.(2)there is a spatial heterogeneity in the influence of each factor on the E-WoM:the positive influences of the factors such as the benchmark land price,the convenience of public transportation,the access to subway,and the number of competitors are reflected in their own relatively weak areas;the opposite is true for the youth group;the negative impact of land use diversity is reflected in their own relatively weak areas.
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