A Research On Influence Factors Of Outside Catering Services Application Users’ S Use Behavior

According to the 36 times China Internet network development state statistic report in June 2015, the Internet economy’s percentage in GDP is rising. China take the first place in the world’s online retail market with 2.7898 trillion yuan. Among them, the scale of China’s mobile Internet users is 594 million, mobile phone users up to 88.9% of total Internet users, far beyond the traditional PC usage. Based on all kinds of mobile platform APP is suffused in the people’s life, greatly facilitate the daily life. Catering services outside APP was born under the background of mobile Internet, the advent of the era of "lazy", more Internet outside catering to the development of the market has provided a broad space and opportunities.Found in the carding process on previous literature, a large number of scholars to shopping on the Internet, mobile payment, mobile Internet marketing, O2 O marketing model and so on.They have carried on the results thorough research, the results of the study is relatively mature, but the study of catering service class out APP is few. So in this paper, on the basis of predecessors’ research, I carried out research in the user behavior of catering services outside APP user’s. First of all, this article’s first chapter and the second chapter introduced the current Internet economy and the Internet outside catering services development, reviewed the mobile commerce, mobile marketing, user acceptance behavior, consumer behavior. Such as theory research, this article based on the UTAUT model and combining the theory of perceived risk and SOR theory to construct the user behavior of catering services outside APP user’s model. Second, the third chapter designed measuring dimension of research variables, and the fourth chapter designed the questionnaire of this study, and through multiple channels recycling questionnaire. Eventually I collected 352 valid questionnaires, in chapter 5 I used SPSS 23.0 software to descriptive statistics analysis, letter samples test, validity test and correlation analysis, and used AMOS 23.0 software for confirmatory factor analysis and structural equation model analysis, test results show that the in all factors, only the "perceived risk" and "perception" preference for users to use outside catering services APP hypothesis failed, the influence of the rest assume that all set up. Finally, the sixth chapter analyzed the results and put forward the corresponding marketing advice.The advice includes full mining community market, solve the logistics bottleneck, expanding the area of transverse longitudinal layout and improve the four aspects.The results of this study supports both the original UTAUT model, the model has been proved again to acceptability strong explanatory power for the users, at the same time, and based on the UTAUT model for catering service APP domain to be delivered to the outside to the corresponding development.