The Marketing Analysis Of Making The Regional Meals Reservation Online Project

Making the meals reservation online is a brand new concept of marketing, whichgenerated with the rapid development of network economy and electronic business.The starting point and the end-result is even more attractive to consumers to completethe meals reservation online.Making the meals reservation online can also make thesellers’ and consumers’ online translation convenient and fast, meanwhile, the twoparts will be satisfied with this. Although there are many problems of making themeals reservations online, this way of consumption conforms to fast and convenienttendency of current information society, so there exists a wide development space tomake the meals reservations online. How to combine the traditional catering servicesand current information technology, which is a deserved thinking issue.Weather making the meals reservations online coincide with the region’s realsituation, which should be finally decided by the market and the consumers.Qualitative analysis and forecast of catering services’ marketing environment toZhangzhou university area is according to questionnaire survey and market researchin this article. Undergraduate consumer group is a special group, they are theconsumers who lead the fashion and the tidal current in the future,and they are easyto accept the new business activities online. So the consumers’ network shoppingbehavior draws many scholars’ attention. It’s necessary to analyze the consumers’behaviors of making the meals reservations online in Zhangzhou university area, forit can offer more targeted marketing advices. This article which is on the basis ofthe TAM theoretical model begins with making the meals reservation online, and theZhangzhou university area’s consumers’ feature, consumers’ network shoppingexperience and consumer’s experience of making the meals reservations etc, andmakes perception useful, perceived ease of use, perception risk and trust factors asvariables. What is more, this article discusses the factors of influencing consumers’making the meals reservation online and then establishes the model and puts forwardthe related hypothesis.According to questionnaire survey, the author make a empirical study of making the meals reservations online, and the result is that, consumers’ features cannot directly influence the factors---perceived ease of use and perception useful, but itdirectly influence network experience; perception risk is the main factor to blockconsumers to make the meals reservation online; trust factors make great influence ofthe attitude towards making the meals reservation online. This conclusion can be usedin catering merchants’ thinking about the consumers’ making meals behavior, andthen make targeted marketing activities.