餐饮外卖O2O用户重复购买意向影响因素的实证研究

发布时间：2018-06-18 20:34

本文选题：餐饮外卖O2O + 重复购买意向　；参考：《郑州大学》2017年硕士论文

【摘要】：餐饮O2O是用互联网思维改造餐饮业的产物,在其七大主流模式中,外卖市场客源数量可观,俨然已成为互联网领域竞相追逐的目标。在餐饮外卖O2O整个服务链条中,线上平台充当的是引导者角色,构建平台、拉拢资源、吸引消费一度成为外卖市场参与者竞相追逐的利益源泉。那在这场价格单品高度趋同、融资烧钱频频发生、黑外卖不绝于耳的战争困局中,餐饮外卖O2O平台该如何抢占行业制高点呢?基于此,本文以外卖用户重复购买意向为切入点,研读了大量国内外期刊、专著,发现ECM-IT模型在在线领域用户重复购买意向的研究中颇有成效,但其忽略了对外部因素的考量,而DM模型对信息系统性能的研究正好可以弥补此方面的不足,所以本文创造性地将这两种模型进行整合,同时结合O2O平台线上线下连通的特点,将DM模型中的服务质量拆分成两个维度:平台服务质量和商家产品及服务质量,又加入感知安全性变量,构建了餐饮外卖O2O用户重复购买意向的影响因素模型,并提出12条假设。通过问卷调查的方法,本文采集到289份有效数据样本,先是通过SPSS软件进行信度效度分析,确定问卷数据的可靠性和一致性,以及问卷良好的内容效度和结构效度,后利用Amos软件建立本文的概念模型,初步拟合效果不佳,先通过MI指数逐一连接共线的残差项,后根据C.R.指数依次删除不显著的路径,最终得到了拟合度较佳的研究模型,12条路径中有10条通过了检验,其中商家产品及服务质量对用户感知价值的积极影响未得到证实,且平台信息质量并未对用户满意度产生显著正向作用力。实证分析结果中,关于显著路径本文提出了相关建议,针对不显著路径本文也做出了相应的可能性解释。同时,文末对外卖平台提出三点管理优化建议,以期为当下平台的经营决策提供参考指导,继而推动行业健康有序发展。
[Abstract]:O _ 2O is the product of reforming the catering industry with the Internet thinking. In its seven mainstream modes, the take-out market has become a hot pursuit goal in the field of Internet because of the considerable number of customers in the take-out market. In the whole service chain of takeout O2O, the online platform acts as a guide, constructs the platform, draws the resources, and attracts the consumption to become the benefit source that the take-out market participants chase. So in this price unit high convergence, financing burning frequent occurrence, black takeout endless war dilemma, catering takeout O2O platform how to seize the commanding high point of the industry? Based on this, this paper studies a large number of domestic and foreign journals and monographs, and finds that ECM-IT model is very effective in the research of online users' repeated purchase intention, but it ignores the consideration of external factors. The research of DM model on information system performance can make up for this deficiency, so this paper creatively integrates the two models, and combines the characteristics of O2O platform on-line and offline connectivity. The quality of service in DM model is divided into two dimensions: platform service quality and merchant product and service quality. Twelve hypotheses are proposed. Through the method of questionnaire, 289 valid data samples were collected in this paper. Firstly, the reliability and consistency of the questionnaire data were determined by SPSS software, and the good content validity and structural validity of the questionnaire were determined. The conceptual model of this paper is established by using Amos software, and the preliminary fitting effect is not good. Firstly, the collinear residual terms are connected one by MI exponent, and then according to C.R. The index deletes the path which is not significant in turn, and finally obtains 10 out of 12 paths with good fitting degree, and the positive effect of the quality of business products and service on the perceived value of the user is not confirmed. And the platform information quality does not have the significant positive force to the user satisfaction. In the empirical analysis, this paper puts forward the relevant suggestions about the significant path, and makes the corresponding possibility explanation for the unsignificant path. At the same time, the paper puts forward three suggestions on optimizing the management of the platform, in order to provide reference for the platform's management decision, and then to promote the healthy and orderly development of the industry.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F719.3;F713.55

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