Empirical Study On Users’ Repeat Purchase Intention Of Online Takeaway Platform

After studying Technology Acceptance Model(TAM) and Exception Confirmation Model(ECM), this research proposed a model about user’s repeat purchase intention of online takeaway platform based on previous literature. Data collected from users on Eleme and Waimai.Meituan were used to test the proposed model. Based on the report of data analysis, we explain the mechanisms about the influence on user’s repeat purchase intention.During the modeling, perceived value was used to replace perceived usefulness, website quality in D&M was integrated and trust was employed to examine human relationships in online takeaway platform. Combining with ECM, the main effect model was built. Using habit as a moderate variable to test its effect on the influence of perceived value, satisfaction and trust on user’s repeat purchase intention.During the collecting of user’s data, a questionnaire was developed by adapting measures had been validated by prior literature. Before the normal survey, we did a small sample test, and the result showed that the scale could be employed to validate the proposed model. In order to get more subjective data, we spread the questionnaire by a subscription account of We-chat, called TMTdeCircle. At the final, we collected 465 effective samples. With a nonresponse bias test, it was proved that none of gender, age, education and purchased frequency was statistically significant, indicating that non-response bias was not a main concern for this study.During the data analyzing, Smart PLS was choose to test the sample data and proposed model with a two-stage approach: conformation factor analysis(CFA) and structural equation modeling(SEM). The result shows that confirmation of exception has positive and significant effect on perceived value, website quality and satisfaction, while perceived value has positive and significant effect on repeat purchase intention and satisfaction, and website quality has positive and significant effect on perceived value and satisfaction. In addition, satisfaction has positive and significant influence to trust and repeat purchase intention, and trust also has positive and significant influence to repeat purchase intention.The result indicted that habit will increase the influence of perceived value and satisfaction on repeat purchase intention, but will reduce the effect of trust on repeat purchase intention. In order to know more about the moderate effects of habit, we divided the samples into two groups by Cluster analysis, one has low levels of habit, and the other has high levels of habit. Using the divided groups, the main effect model was tested again. It was discovered that satisfaction and trust will do more effect on repeat purchase intention with low levels habit, while perceived will play more influence on it, but the influences between satisfaction and repeat purchase intention will be non-significant, and it’s also applied to trust.There are several implications for research and practice emerging from this study. First, an ECM model integrated with perceived value, website quality and trust was proposed in a new filed: online takeaway platform, and it was tested effective to explain users’ repeat purchase intention. Second, three methods was applied to test the moderate effects of habit: make an interaction item in Smart PLS, comparison of low-levels habit and high-levels habit, and its difference between different platforms. Finally, to improve the operation effective, suggestion was given based the results.