Study On Influencing Factors Of Chinese Fast Food Online Shopping Based On Technology Acceptance Model

With the increase of internet users in China and the development of electroniccommerce, more and more industries join the army of e-commerce, with no exception toChinese fast food. Chinese fast food chain enterprises have carried out the online orderingbusiness in order to explore more growth points of profit. As a part of the online shopping,Chinese fast food online shopping influenced both by the general online shopping factorsand its own unique factors. This paper choose technology acceptance model to analyze theaffecting factors of Chinese fast food online shopping.Firstly, the paper analyzed development status and problems of Chinese fast foodonline shopping, and reviewed the technology acceptance model and structural equationmodeling theory. Secondly, we built a Chinese fast food online shopping influencingfactors model based on technology acceptance model to explore the factors and therelationship among these factors, attitudes and intentions of consumers,online ordering,According to the model, we designed the questionnaire, and took pre-testing andoptimization for the questionnaire and established the measurement of the impact ofvarious variables scale of perceived safety, perceived ease of use, perceived usefulness,products and services. Finally, we obtained data through websites named questionnairestars and some food forum of universities. Reliability analysis for questionnaire data bemade by SPSS, and the model was verified by structural equation theory.Through the analysis of the questionnaire, as well as the model validation, we drawnthe following conclusions: online food ordering of perceived ease of use produce a positiveimpact on attitude and intention; perceived usefulness of online food ordering havesignificant positive impact on online food ordering attitude and intention; the taste of theproduct, packaging, price, and the usefulness of nutrition have positive impact on theonline food ordering; Shipping, meal time and service dimension have positive impact onperceived ease of use of the online ordering; consumer’s perception of online orderingsecurity have positive impact on the usefulness of the online ordering. Based on aboveconclusions, management recommendations were provided for Chinese fast foodenterprises to carry out online food ordering.