外卖O2O平台入驻商家销量的影响机制研究

发布时间：2018-03-26 18:38

本文选题：外卖O2O　切入点：影响因素　出处：《哈尔滨工业大学》2017年硕士论文

【摘要】：随着互联网的兴起,外卖行业也逐渐从线下模式转移到线上和线下相结合的发展模式,即Online To Offline。一方面,线上一端发挥了互联网的便捷特性,线下一端充分接近消费者,打破了传统外卖行业中消费者和商家在空间和时间上的阻隔,为本文的研究提供了不同于传统行业和其他电商平台的研究背景;另一方面,外卖O2O行业的快速发展也带来了很多问题,商家信誉问题、配送问题、餐品价格问题等已经成为影响外卖O2O入驻商家的关键问题,关系着外卖O2O平台和入驻商家的良性发展。因此通过研究外卖O2O入驻商家销量的影响机制来研究这些问题具有很大现实意义。本文选择外卖O2O平台为研究对象,从物流、价格、信誉等方面因素来研究入驻商家销量的影响机制。首先,介绍了本文的研究背景和研究现状;其次,根据论文的理论基础提出了相应的研究假设,并提出了论文的模型;最后,针对本文收集到的数据,对外卖O2O入驻商家销量的影响机制进行了的研究。研究包括三个层次,即销量影响因素的相对重要性分析、销量影响因素之间的交互作用分析、不同销量水平下影响因素的不对称作用分析。本文的研究采用定量分析的研究方法,通过八爪鱼网络数据采集器对X外卖平台入驻商家的详情数据进行爬取,主要爬取了月销量、是否平台专送、配送时间、配送及时率、起送价格、配送费、总评价量、综合评分等数据,利用SPSS20.0对爬取数据进行分析处理,以验证本文的研究假设。得出如下结论:(1)在销量影响因素的相对重要性分析中,配送时间、起送价格、总评价量对入驻商家月销量有显著正向影响,配送费用对月销量有显著负向影响,总评价量对月销量的影响程度最大;(2)在销量影响因素之间的交互作用分析中,起送价格和总评价量之间存在正向的交互作用;(3)在不同销量水平下影响因素的不对称作用分析中,高销量商家和低销量商家的影响因素并不完全相同。理论上本文的研究为以后外卖O2O领域的相关研究提供了一定的理论基础和方法角度,实践上,本文的研究结果可为外卖O2O平台及入驻商家做决策提供参考。
[Abstract]:With the rise of the Internet, the take-out industry has gradually shifted from offline mode to a combination of online and offline development model, that is, Online to Offline.On the one hand, the online end has brought the convenience of the Internet into full play, and the lower end of the line is close to consumers. It breaks the barrier between consumers and merchants in the traditional takeout industry in space and time, and provides a research background different from the traditional industry and other e-commerce platforms for the research of this paper; on the other hand, The rapid development of the take-out O2O industry has also brought many problems. The problems of business reputation, distribution, food prices and so on have become the key problems that affect the entry of takeout O2O. Therefore, it is of great practical significance to study these problems by studying the influence mechanism of the sales volume of take-out O2O. In this paper, the take-out O2O platform is chosen as the research object, from the aspects of logistics, price, etc. Firstly, this paper introduces the research background and research status of this paper; secondly, according to the theoretical basis of the paper, it puts forward the corresponding research hypotheses, and puts forward the model of the paper. According to the data collected in this paper, the influence mechanism of sales volume of O2O to foreign sales is studied. The research includes three levels: the analysis of relative importance of the factors affecting sales volume, the analysis of the interaction between the factors affecting sales volume, and the analysis of the influence factors of sales volume. In this paper, the quantitative analysis method is used to analyze the influence factors under different sales level, and the detailed data of X take-out platform are crawled through the network data collector of Octopus. Mainly crawling monthly sales, whether the platform is dedicated to delivery, distribution time, distribution time, delivery rate, delivery price, distribution fee, total evaluation, comprehensive evaluation and other data, using SPSS20.0 to analyze and process the crawling data. In the analysis of the relative importance of the factors influencing the sales volume, the distribution time, the starting price, the total evaluation price have a significant positive effect on the monthly sales volume of the resident merchants. The distribution cost has a significant negative effect on the monthly sales volume, and the total evaluation price has the greatest influence on the monthly sales volume. (2) in the analysis of the interaction between the factors affecting the sales volume, the distribution cost has a significant negative impact on the monthly sales volume. There is a positive interaction between the starting price and the total evaluation price. The influencing factors of high-volume and low-volume merchants are not identical. Theoretically, the research in this paper provides a certain theoretical basis and method for the related research in the field of takeout O2O. The results of this paper can be used as a reference for takeout O 2 O 2 O 2 O platform and decision making.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3

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