An Empirical Study On The Factors Affecting Users' Repurchase Intention Of Catering Takeaway O2O Platform

Catering O2O emerges by the reformation form Internet thinking.It has seven mainstream modes in which the Takeaway O2 O is a large mode with considerable number of customers.So,Internet giants rush into the Takeaway O2 O market rapidly.In the whole service chain of Catering Takeaway O2 O,online platform acts as a guide.Therefore,in order to pursue interest,participants try their best to build platforms,and bring resources and attract consumption.Thus,as for Catering Takeaway O2 O platform,the thing is how to be ahead of other competitors in the dilemma with endless and fierce competition that products and prices tend to coincide,and financing and wasting occur frequently,and problematic takeaway appear in everyone's vision?Based on this,this study took repurchase intention of Takeaway O2 O user as the starting point,and studied a large number of domestic and foreign monographs.It was found that the ECM-IT model was effective in the field of online user's repurchase intention,but it ignored the external factors.The D&M model researched on the information system performance which can make up for the deficiencies of ECM-IT model,so this study integrated the two models creatively,and divided the service quality in D&M model by the connection of online and offline of the O2 O platform into two dimensions: the quality of platform service and the quality of business products and service,and then added a variable of perceived security into model.Finally,this study built the model on the users' repurchase intention of Catering Takeaway O2 O platform,and put forward 12 hypotheses.Through the method of questionnaire,this study collected 289 valid data samples.Firstly,this study analyzed the reliability and validity by SPSS software for the reliability and consistency of the questionnaire data,and good content validity and structure validity of the whole questionnaire.Then,this study established the conceptual model by Amos software,but the initial fitting effect was not good.After MI index correction for connecting the collinear residual items and C.R.indexcorrection for removing the not significant paths,this study got a more fitting research model in which 10 of 12 path passed.The result showed that the positive impact of the business products and service quality on user's perceived value hasn't been confirmed,and the information quality of platform hasn't produced a significant positive effect on customer satisfaction.Finally,for the significant path,this study put forward related suggestions.And for the negative path,this study also made corresponding possibility explanations.At the end of this study,three-point management and optimization proposals for the takeaway platform were put forward to provide decision-making guidance for the current platforms and then promote the healthy and orderly development of the industry.