南京市线上—线下餐饮空间分布格局——以大众点评网和饿了么为例

Spatial Pattern of Online and Offline Catering Service in Nanjing:A Case Study of Dianping and Eleme

移动互联网和信息技术对餐饮业的渗透深刻改变了餐饮空间的分布格局,研究范式随之发生转变。以南京市大众点评(只提供堂食、不提供外卖服务的商户)和饿了么为例,采用餐饮商户信息和消费者评价信息,构建网络口碑评价指标体系,从位置信息和网络口碑两个层面对比分析线上—线下餐饮空间分布格局。研究发现:①线下餐饮空间集聚特征显著,呈"核心—边缘"等级结构,线上餐饮空间集聚特征不显著,呈"水平、多中心"的网络结构。②网络口碑比位置信息更能有效地反映餐饮空间结构。③基于位置信息和基于口碑信息的线下餐饮空间分布都符合中心地理论特征,线上餐饮空间分布同时符合中心地理论和中心流理论特征。

With the rapid development and wide application of mobile Internet and information technology,it influences the distribution pattern of catering industry and the research paradigm.Taking the Dianping(stores only provide dine-in meals without takeaway service)and Eleme in Nanjing as an example,this paper builds the evaluation index system of Electronic Word of Mouth(E-WoM)from the information of catering merchant and consumer evaluation.The study explores the distribution pattern of online and offline catering service from the perspective of location information and EWoM.Firstly,the results reveal that offline catering space presents a"core-edge"hierarchical structure with the significant characteristic of agglomeration,and online catering space presents a"horizontal,multi-center"network structure without the significant characteristic of agglomeration.Secondly,E-WoM can more effectively reflect the catering spatial structure than location information.Thirdly,the spatial distribution of offline catering in Nanjing follows the central place theory,but the spatial distribution of online catering in Nanjing follows both the central place theory and central flow theory.The research results have guiding significance for catering space planning by urban governments,location selection by catering providers,rider layout and dining decision-making by consumers.