A Dissertation Submitted For The Degree Of Master Research On Influence Of Consumers Purchasing Intention Under O2O Catering Mode

Currently, e.commerce has been widely accepted and used by the public.Along with the advances of concept and technology,the e.commerce model is being produced change.O2O commerce model is the new e.commerce model in recent years that has been highly concerned about,combining the online network platform and offline business entities tightly.In recent years,the 020 catering enterprises’ appearance in numbers leads to the emerging market will also face stiff competition.Consumers’ purchase intention is the key of the expansion of the corporate market.This article will examine factors of 020 catering network platform’s consumers’ purchase intention,and explore what the antecedents of perceived value are.How to divide perceived value’s dimensions?What kind of relationship is between the online consumers purchase intention and them?In this study, I integrated the previous studies home and abroad,and defined the concepts.I summarized the literature about 020 e.commerce,consumer perceived value and online consumers’ purchase intention.Then,I explained the idea to build research model based on the theory of perceived value and online consumers’ purchase intention,and proposed research model and hypothesis constitutied by the four antecedents of perceived value,four perceived value’s dimensions and online consumers’ purchase intention.Then,according to the variables in the model, I designed questionnaire referencing to past scholars sophisticated measurement scale,and optimized questions of the questionnaire by the results of pre.survey,and issued a formal questionnaire.Finally,I analyzed the data by reliability test, validity and correlation analysis,and discussed the results of the data analysis and came to the conclusion of the study.