Research On The Influence Of User's Intention Factors In Takeout O2O Mode

Takeaway O2 O mode is actually a form of shopping,consumers through online takea way O2 O platform selected entity restaurant,order dishes,place an order,confirm the a ddress,choose the preferential,pay,complete purchase,check delivery process,pick up th e line and a series of process.Since 2013 the takeaway O2 O appears,the industry devel opment is an irresistible force.Data show that in 2015 takeaway O2 O market size excee ded 160 billion,compared to an increase of 2.54 times in 2013,the industry has huge market potential.The results show that although the predecessors have carried out a lar ge number of studies on the use of Internet products,but the research on the O2 O is still relatively small.Therefore,in this background,based on characteristics of takeaway O2 O usage intention has obvious regional differences and considering the limitations of t he traditional research method,we try to use cross level model which can explain the d ifferences between groups and within group differences for variables to handle nested sa mples,so as to explore the relationship between influence factors willingness to use take away O2 O as well as various factors,has a certain theoretical and practical significance.This paper starts from literature research,based on usage intention theory and mod el,combined with the characteristics of the takeaway O2 O two layer model,build affecte d take-out O2 O using the will of the two layer model and put forward relevant assumpt ions.Considering the typical use of takeaway O2 O population as well as data source of the research sample,this paper choose college students as the research object,namely,300 college students of 15 universities selected from different city in the country as the s ample processing to collect relevant data,and empirical analysis.Among them,in this pap er,the differences between individuals as individual level variables,the differences betwe en schools as the team level variables,set up a cross level model which use willingness to use as the dependent variable,and the model is analyzed by using the method of HLM.According to the results of the study,the user experience and subjective norms posi tively affect the willingness to use.Takeaway O2 O will use about 25.54% of the differenc e caused by the school level.The degree of involvement has a positive effect on subject ive norm and willingness to use,and has a negative effect on perceived risk and willing ness to use.Discount subsidies have a positive effect on user experience and willingness to use,and have a negative effect on perceived risk and willingness to use.The averag e service time has a positive effect on the user experience and use intention,and has a negative effect on perceived risk and willingness to use.The positive relationship betwe en subjective norm and willingness to use 15.81% can be involvement explanation;the u ser experience and will have positive relationship between the average delivery time can be 27.37% discount subsidies and interpretation;between perceived risk and willingnessto use the negative relationship between the 35.64% can be involvement,discount subsi dies and the average delivery time to explain.Per capita cost every order,the team leve l factors,can't explain willingness to use.Brand awareness has a direct positive effect on willingness to use,but it has no direct effect on user experience.According to the abov e conclusion,the future takeaway O2 O enterprises in the upgrading usage intention of p roduct,should not only focus on individual factors,factors should also focus on regional differences,and puts forward corresponding measures and suggestions.