The motivation of users participating in online comments on catering O2O platform

Online comments have become the most important basis for consumers to choose restaurants and products online, as well as a key information source for companies to conduct big data analysis and build consumer portraits. However, the vast majority of users of the catering Online To Offline (O2O) platform mainly search and browse the comments of others on products or services, and have a low willingness to actively post comments. To explore the motivation of users participating in online comments on the catering O2O platform, this paper takes young consumers in first-tier, second-tier, and third-tier cities as the main research object, and uses the structural equation model to empirically analyze the relationship between technology-driven factors and individual-driven factors and participation in online comments from two levels: platform-related motivations and individual-related motivations. The results show that the intention of the catering O2O platform users to comment is directly affected by platform-related motivation (perceived usefulness) and individual-related motivation (reputation, self-efficacy, comment costs). In addition, the study also found that perceived ease of use has a significant positive impact on perceived usefulness, comment costs, and self-efficacy, thus indirectly affecting the comment intention; perceived usefulness has a significant positive impact on reputation; and reputation has a significant positive impact on self-efficacy. Based on the above research conclusions, this paper proposes targeted suggestions aimed at providing a reference for promoting the construction of online comment systems on the catering O2O platform and the development of the catering industry.