区域性网络订餐项目市场分析

发布时间：2017-12-31 12:23

本文关键词：区域性网络订餐项目市场分析　出处：《华侨大学》2012年硕士论文　论文类型：学位论文

【摘要】：网络订餐是伴随着网络经济和电子商务的迅猛发展而产生的一种崭新的餐饮行业营销观念，其出发点和归宿就是吸引更多的消费者通过网络完成餐饮订购，这样也使消费者和经营者通过网上交易实现便捷服务并达到双方满意。虽然网上订餐存在不少问题，但这种消费方式顺应了当前信息社会的快捷、便利等趋势，网上订餐仍存在着广阔的发展空间，如何将传统的餐饮业与当今的信息技术结合，是一个值得思考的课题。网络订餐是否符合一个地区的实际情况，最终还是由市场和消费者来决定。本文通过问卷调查和市场调研对漳州高校园区餐饮业市场环境进行定性分析和预测，发现广大的大学生消费者对网络订餐服务需求相当大。大学生消费群体是一个很特殊的群体，他们是未来引领时尚和潮流消费者，他们对于新型的网络商务活动接受能力非常强，因此，消费者的网络购物行为也引起了广大学者的关注。在漳州高校园区对消费者进行网络订餐行为进行分析是非常有必要的，可以为网络运营商提供更有针对性的营销建议。本文从网络订餐研究视角出发，在TAM理论模型的基础上，从漳州高校园区消费者用户特征、网络购物经验、订餐经验等角度出发，将感知有用、感知易用、感知风险以及信任因素作为变量，探讨影响消费者网络订餐意向的因素，建立模型并提出相关假设。通过问卷调查对网络订餐购物行为进行了实证研究，结果表明：用户特征不直接影响网上订餐感知方便、感知有用等因子，，而是直接影响网络经验；网络经验和订餐经验是消费者产生网上订餐意向的重要外在变量；感知风险是主要阻碍消费者进行网上订餐的主要因素；信任因素对网络订餐态度和意向产生重要的影响。此结论可以用于餐饮商家进行网络订餐服务时对于消费者订餐行为的思考，可以有针对性的进行营销活动。
[Abstract]:Network ordering is a new marketing concept of catering industry with the rapid development of network economy and e-business and produce, the starting point and the destination is to attract more consumers through the network to complete the ordering, which will enable consumers and operators to achieve convenient service and achieve the satisfaction of both parties through online transactions. Although there are many problems in online meal ordering but, this kind of consumption mode complies with the current information society fast, convenient online meal ordering trend, there is still a broad space for development, how will the traditional catering industry and information technology today, is a topic worth considering.
The network ordering is in line with the actual situation of a region, and ultimately by the market and consumers to decide. In this paper, qualitative analysis and forecast of the catering industry market environment of Zhangzhou University Park through the questionnaire survey and market research, found that the majority of students on the network set meal service consumer demand is quite large. The consumption of college students is a special group the group, they are the future of fashion and trend of consumers, for their network business model accept ability is very strong, therefore, the network shopping behavior of consumers has also aroused the attention of scholars. In Zhangzhou University Park to consumers by ordering the network behavior analysis is very necessary, for network operators to provide more specific the marketing suggestions. This article from the network ordering research perspective, based on the theoretical model of TAM, from the Zhangzhou high school area. From the perspective of users' characteristics, online shopping experience and ordering experience, we take perceived usefulness, perceived ease of use, perceived risk and trust factors as variables, and discuss the factors that influence consumers' online ordering intention, establish models and put forward relevant hypotheses.
Through the questionnaire survey on the network ordering shopping behavior for the empirical research, the results show that the user characteristics do not directly affect the perception of online meal ordering convenience, perceived usefulness and other factors, but directly influence network experience; experience and experience is the network ordering consumers have important external variables to the online meal ordering; perceived risk is the main factors impeding consumers online ordering; trust factors have significant influence on the attitude and intention of network ordering. This conclusion can be used for catering businesses on consumer behavior of the network ordering room service, can be targeted to marketing activities.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F719.3;F224

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