What question did this study set out to answer?

This research aims to understand how information quality affects customer loyalty in O2O platforms.

March 15, 2026Open Access

An Analysis of the Effect of Platform Information Quality and Customer Information Quality on Customer Loyalty to Online to Offline Platforms

Key Points

This research aims to understand how information quality affects customer loyalty in O2O platforms.
Targeted food delivery app users in Korea for data analysis
Utilized a purposive sampling methodology
Conducted a Partial Least Squares Structural Equation Modeling analysis
Collected data through an online survey with 212 respondents
Information quality aids decision processes in food delivery apps
Platform-oriented information positively influences decision quality
Customer-oriented information reduces evaluation cost and enhances decision quality
Lower evaluation costs and higher decision quality lead to increased platform loyalty
Screening cost reduction did not significantly impact platform loyalty

Abstract

Purpose: This study aims to investigate the impact of two types of information quality, which are platform-oriented information quality and customer-oriented information quality, on customers’ decision-making processes in the Online to offline (O2O) platform environment. Grounded in the product brokering efficiency model, which encompasses screening cost, evaluation cost, and decision quality, a model framework was developed. Furthermore, this study explores how these decision-making processes affect customer loyalty.Methods: Given that food delivery apps are the most widely used O2O service in Korea, this study targeted users of these apps for data analysis. We conducted hypothesis testing through a purposive sampling methodology focusing on food delivery app users. A Partial Least Squares Structural Equation Modeling analysis was conducted to analyze the data. The data collection occurred via an online survey from October to December 2021, with a total of 212 respondents participating.Results: The results of this study revealed the significant role of information quality in helping customers' decision processes while using food delivery apps. Specifically, it was found that platform-oriented information positively influences decision quality, while customer-oriented information significantly affects both the reduction of evaluation cost and the enhancement of decision quality. Additionally, the study indicated that lower evaluation costs and higher decision quality lead to increased platform loyalty. However, a reduction in screening cost did not have a significant impact on platform loyalty.Conclusion: While previous studies have overlooked the existence of two sides, service provider and user, in a platform, this research holds significance in its analysis of how information quality impacts loyalty by utilizing the two kinds of information quality. Practitioners can enhance customer loyalty to the platform by enriching customer-oriented information, thereby reducing customers' evaluation costs and encouraging more loyal usage of the platform.

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