Study On Purchasing Behavior Of Catering Consumers Under The O2O Mode

The rapid development of the Internet provides a good opportunity for the transformation and upgrading of catering enterprises. The mode of O2 O, as an important business model under the thinking of Internet plus, is being applied to all walks of life. Many traditional catering enterprises have obtained competitive advantages and a certain degree development using the mode of O2 O.As a new thing, consumers are willing to use this way to meet their demand of consumption, convenience, low price discount and so on. Under the mode of O2 O, consumers' choices are more diversified, and consumers' purchasing behavior is influenced by more online and offline factors. Under the new mode, whether business can grasp the online and offline factors, taking effective measures to stimulate consumers' buying behavior, is the key to the mode of O2 O successfully applied in the catering industry.This paper analyzes the data with SPSS 19.0 software. The results of data analysis indicate that: compared with the traditional mode, catering consumers' buying behavior has the following new features under the mode of O2O: 80 s and 90 s are the main consumers. Consumers' choices are more diversified. Consumers' preferences tend to price sensitive, convenient and efficient, information search and view comments. Consumers are willing to participate in reviews, and consumers' role is changing from enjoying the value of enterprise to creating value of enterprises.Lifestyle dimensions—price sensitive orientation, leisure and social preference, changing tastes preference and convenient and efficient preference, and online factor dimension—discount, good reputation and the website quality have a significant positive influence on consumers' buying behavior. And the influence degree from high to low is discount, website quality, good reputation, price sensitive orientation, leisure and social preference, changing tastes preference and convenient and efficient preference. The influence of brand preference on consumers' purchasing behavior is not significant. Besides, purchasing motivation plays a full mediation role between each influence factors and consumers' buying behavior. Under the mode of O2 O, catering businesses need pay more attention to drainage on online, and offline measures paly an auxiliary role. Purchasing motivation is the bridge of the influence factors leading to consumers' buying behavior, so if we want to stimulate consumers' purchasing behavior, we need to stimulate consumer purchase motivation.