Study On The Influence Factors Of Small And Medium-sized Businesses Catering Industry Adopt Take-out O2O Platform

In the catering industry,small and medium-sized businesses belong to the enterprises groups that own the largest quantities and the most dynamic.The development of small and medium-sized catering business is mainly reflected in the vitality of innovation.With the development of internet,informatization has become the important part of the integration.With the government putting forward to the "Internet +" policy,as well with the much more secure and diverse environment through mobile payments,China's catering industries seize this opportunity,keep pace with the times,and finally effectively integrate the catering industry and the Internet into the O2O catering industry mode.With the continuous expansion of the market,the competition to attract users among the major takeaway O2O service platforms has entered the white hot stage.In order to research on catering businesses' needs and make the takeaway platform more competitive and efficient,it is necessary to study the influencing factors of the takeaway O2O platform that taken by the catering businesses,which is vital to reduce the cost of platform development,provide best quality services,improve customer relationship management,and improve the quality of customer.Based on the study of individual level TAM model and the research of organization level TOE model,this paper analyzes the characteristics and decision-making process of small and medium-sized restaurant industry,and based on the research of related scholars,it is considered that TAM model and TOE model is effective to study the factors influencing the adoption of take-out O2O platform in the small and medium-sized restaurant industry.Based on the TAM model and TOE model,this research discuss the influence of the adoption of the attitude among small and medium catering businesses about the delivery O2O platform,and build a influencing factors model about small and medium catering businesses using takeaway O2O platform.Through a questionnaire survey of 226 small and medium-sized catering industry bussiness,the data were processed and analyzed,including descriptive statistical analysis,reliability and validity analysis,structural equation analysis and path analysis.And the overall model was tested to examine whether the path coefficients of the underlying variables were significant in order to validate the research hypothesis,explore the causal relationship between the variables,and study the influencing factors between the factors.The research results show that the technical factors,organizational factors and environmental factors have the directly affects on the using attitude by the take-out O2O platform.In addition,technical factors and organizational factors effects indirectly through perceived ease of use as well.In this study,the path analysis was conducted to explore the influence of factors on the take-out of O2O platform in the small and medium-sized restaurant industry,and putting forward to the strategies conducive to the development of O2O platform takeaway.