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.

中文翻译：

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企业是否应该在渠道之间保持一致的表现？评级差异对需求影响的经验证据

消费者经常在购买前搜索并比较商家的线上和线下表现，由消费者评级表明。在本研究中，我们利用餐饮业的经验证据，检验了线上和线下渠道之间的消费者评分差异对在线需求的影响。我们发现，整体性能、产品和服务的渠道评级差异会对在线需求产生负面影响。此外，较高的价格放大了渠道评级差异对消费者在线购买行为的负面影响。负差异效应具有异质性，取决于业务的属性（即连锁与独立）。我们的研究结果表明，公司应该采取综合方法来使跨渠道绩效保持一致。凭借一贯的表现，