中小餐饮商家采用外卖O2O平台的影响因素研究

发布时间：2018-03-01 17:46

本文关键词： 中小餐饮商家外卖O2O平台 TAM模型 TOE模型　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：中小餐饮商家在餐饮行业中属于数量最大、最具活力的企业群体。中小餐饮商家发展活力主要体现在创新力上,伴随着互联网的发展,中小餐饮商家信息化就成为两化深度融合的重要内容。伴随着政府提出“互联网+”的政策,与移动支付更加安全化、多样化的环境,我国餐饮业也抓住这次机遇,与时俱进,将餐饮业与互联网有效融合形成了餐饮业的O2O模式。随着市场规模的不断扩大,各大外卖O2O服务平台吸引用户的竞争也进入白热化的阶段,为更进一步研究餐饮业商家的需求以及使外卖O2O平台更具有竞争性和高效性,有必要对餐饮业商家采用外卖O2O平台的影响因素进行研究,对于外卖O2O平台降低平台开发成本,提供优质服务,提升客户关系管理,提高客户质量有着重要的意义。本研究以研究个人层次的TAM模型和研究组织层次的TOE模型为理论依据,通过对中小餐饮商家的特性和决策过程进行分析,并在相关学者的研究基础上,认为将TAM模型和TOE模型进行整合来研究中小餐饮商家采用外卖O2O平台的影响因素是有效的。并立足于TAM模型和TOE模型探讨中小餐饮商家对于外卖O2O平台的采用态度的影响因素,构建了中小餐饮商家采用外卖O2O平台的影响因素模型。通过对226位中小餐饮商家的问卷调查,对数据进行处理和分析,包括描述性统计分析、信度和效度分析、结构方程分析、路径分析。并对整体模型进行检测,检测变量之间的关系是否显著,以验证研究假设,探索各变量之间的因果关系及自变量、中介变量对因变量的影响力大小。研究结果表明,技术因素、组织因素、环境因素对于中小餐饮商家采用外卖O2O平台的态度有直接的影响,并通过中介变量感知有用性间接影响中小餐饮商家采用外卖O2O平台的态度,此外,技术因素、组织因素通过感知易用性间接影响中小餐饮商家采用外卖O2O平台的态度。本研究对各研究因素进行了路径分析,通过路径分析,探索影响因素对中小餐饮商家采用外卖O2O平台的影响程度,并据此提出有利于外卖O2O平台发展的策略。
[Abstract]:The small and medium-sized catering businesses belong to the largest and most dynamic group of enterprises in the catering industry. The development vitality of the small and medium-sized catering businesses is mainly reflected in the innovation power, accompanied by the development of the Internet. The informatization of small and medium-sized catering businesses has become an important part of the deep integration of the two industries. With the government's policy of "Internet" and the more secure and diversified environment of mobile payment, the catering industry in our country has also seized this opportunity to keep pace with the times. The effective integration of the catering industry and the Internet has formed the O2O model of the catering industry. With the continuous expansion of the market, the competition among the major take-out O2O service platforms to attract users has also entered a stage of intense competition. In order to further study the demand of catering business and make take-out O2O platform more competitive and efficient, it is necessary to study the influence factors of take-out O2O platform to reduce the development cost of take-out O2O platform. It is of great significance to provide high quality service, improve customer relationship management and improve customer quality. This study is based on the study of TAM model at the individual level and the TOE model at the organizational level. Through the analysis of the characteristics and decision-making process of small and medium-sized catering businesses, and on the basis of relevant scholars' research, It is considered that it is effective to integrate TAM model with TOE model to study the influencing factors of medium and small restaurant merchants adopting take-out O2O platform. Based on TAM model and TOE model, this paper discusses the influence factors of medium and small restaurant merchants' attitude towards take-out O2O platform. Based on the questionnaire survey of 226 small and medium-sized catering businesses, the data are processed and analyzed, including descriptive statistical analysis, reliability and validity analysis, structural equation analysis, etc. Path analysis. The global model is tested to test whether the relationship between variables is significant, to verify the research hypothesis, to explore the causal relationship between variables and independent variables, and the influence of intermediate variables on dependent variables. Technical factors, organizational factors and environmental factors have a direct impact on the attitude of small and medium-sized catering businesses to adopt take-out O2O platform, and indirectly affect the attitude of small and medium-sized catering businesses to adopt take-out O2O platform through intermediary variables perception of usefulness. Technical factors, organizational factors indirectly affect the attitude of small and medium-sized catering businesses to take out O2O platform through perceived ease of use. This paper explores the influence of influencing factors on the adoption of take-out O2O platform by small and medium-sized catering businesses, and puts forward strategies conducive to the development of take-out O2O platform.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F719.3;F724.6

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