情境效应对外卖O2O平台销量的影响研究

发布时间：2018-05-11 07:24

本文选题：外卖O2O平台 + 情境效应　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：随着移动互联网技术的高速发展及移动支付的普及,餐饮行业的触角也逐渐从线下拓展到线上,外卖O2O商业模式深受人们的喜爱。虽然近几年在线外卖行业发展迅速,进入到比拼服务、提高质量的中期阶段,但是学术界对其的研究却不多。在传统的餐饮行业研究中销量是一个重要的研究分支,但是由于传统餐饮行业与外卖O2O行业的差异性,其销量影响因素并不一定能很好的解释在线外卖的订单量变化。外卖O2O行业具有很强的场景性,因此本文从Belk提出的情境效应入手,探索天气因素和时间因素对外卖平台销量的影响。本文的研究对象是外卖O2O平台,首先阐述了传统餐饮行业和外卖O2O行业的学术研究成果,并论述了消费者决策理论、情境效应、周末效应和时间情境相关知识为后文模型的建立提供理论框架指导。通过在线外卖的使用场景与情境效应结合,从天气、周末和节日角度切入。以天气舒适度、降雨、降雪、空气质量、周末及周末前后、节日初期和节日后期为重点影响因素,提出研究假设,找到并挖掘出可能对平台销量产生影响的具体变量,建立影响因素模型。然后,本文收集了外卖O2O行业中一家代表性平台的外卖销售数据,并收集了气象数据,数据的时间范围为2016年1月到2016年12月。使用SPSS软件对数据进行处理和分析,对比分析了哈尔滨、杭州、北京三座城市和白领、学生两大用户群体的在线外卖销售情况,最后对分析结果做了稳健性检验。研究结果证明情境因素对外卖的销量有显著的影响,外卖O2O平台的销量与天气、周末及节假日等情境有密切的关系。理论上,本文的研究成果可以为在线外卖行业的研究提供新思路、新角度,弥补了学术界在该领域、该角度的空缺。实践上,本研究对外卖行业的销量预测、销量变化提供了指导和解释。
[Abstract]:With the rapid development of mobile Internet technology and the popularity of mobile payment, the catering industry's tentacles are gradually expanded from offline to online, and take-out O2O business model is popular. Although the online take-out industry has developed rapidly in recent years, it has entered the intermediate stage of competing services and improving the quality, but there is little research on it in academic circles. The sales volume is an important research branch in the traditional catering industry, but because of the difference between the traditional catering industry and the takeout O2O industry, the influence factors of the sales volume may not explain the change of the online take-out order. The takeout O2O industry has a strong scene, so this paper starts with the situational effect proposed by Belk, and explores the influence of weather factors and time factors on the sales volume of external selling platform. The research object of this paper is take-out O2O platform. Firstly, the academic research results of traditional catering industry and take-out O2O industry are expounded, and the theory of consumer decision, the situational effect, are also discussed. The related knowledge of weekend effect and time situation provides theoretical framework for the establishment of later models. Through the use of online takeout scenes and situational effects, from the weather, weekend and festival perspective. With weather comfort, rainfall, snowfall, air quality, weekend and weekend, early holiday and late festival as the key influencing factors, the research hypotheses are put forward to find and excavate the specific variables that may have an impact on the sales volume of the platform. The model of influencing factors is established. Then, the paper collects take-out sales data from a representative platform in the takeout O2O industry, and collects meteorological data from January 2016 to December 2016. This paper uses SPSS software to process and analyze the data, compares and analyzes the online take-out sales of two major user groups, Harbin, Hangzhou, Beijing, white-collar and student groups, and finally makes a robust test on the results of the analysis. The results show that the situation factors have a significant impact on the sales volume, and the sales volume of the O2O platform is closely related to the weather, weekends, holidays and other situations. Theoretically, the research results of this paper can provide a new way of thinking and a new angle for the research of online take-out industry, and make up the gap in the academic field. In practice, this study provides guidance and explanation for the sales forecast and change of sales volume in the external sales industry.
【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;F274

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