A Study On The Influence Of E-word -of Mouth On Catering Consumers' Group-buying Intention

With the spread of mobile Internet,group buying apps have grown rapidly and catering group buying has become a major part of online shopping.Daily consumption of food service belongs to the high frequency content of consumption,catering enterprises have gradually realized that the traditional entity management pattern have been unable to keep up with the pace of the information age,the group purchase platform successfully grafted the business of catering enterprises and electronic commerce,providing new ideas and platform for the development of catering enterprises.Whether the information about the products and services can be delivered accurately and timely will not only be the key to the success of the marketing strategy of catering enterprises,it is also the key to good development for all businesses.Before shopping,consumers looked at other people's online word-of-mouth.Make quick purchase decisions,after consumption,comment on the shopping platform comment area,for other consumer reference.Before the network shopping,searching and checking other people's online word-of-mouth about products and services has become a consumer shopping habit.Businesses deliver goods and services through word of mouth.Not only is the cost low and the effect on consumer purchases is more profound.This paper is based on previous research,through the empirical analysis,the influence of the online word of mouth on the purchasing intention of consumers.Past scholars have generally divided online word of mouth into positive and negative,from the perspective of its information properties,For example,word of mouth,length of text content,etc.The lack of detailed research on the content attributes of online word of mouth,the content of word of mouth is mixed,Identifying valuable online value is especially important for both consumers and businesses.After borrowing the relevant literature,combine the food and beverage deals you want to study,consider the content of online word of mouth,select repeat customers,positive word of mouth with negative information,the word-of-mouth of the additional review is deeply researched;Two mediation variables are introduced,social presence,perceived risk.To study the network reputation is to enhance the social presence of consumers,to reduce the psychological distance between consumers and businesses,reduce consumer perceived risk,thus affecting the consumer's purchase intention.To construct the research model of the influence of internet word-of-mouth on consumer purchase intention of the catering group purchase.The Likert five scales were used as the scale of the questionnaire,to adjust and modify the original questionnaire through the pre survey of the local questionnaire and the feedback information,Perfect and form the final questionnaire.After the official release and recycling,eliminate invalid questionnaire,the effective number of 284 questionnaires,the data collected from the valid questionnaires were analyzed by SPSS statistical software,and then the structural equation model was used to test the hypotheses.The model e-WOM purchase intention of catering group buying consumers completely.Finally,the main conclusions of this paper are as follows: the repeat customer reputation,the positive word of mouth with negative information,and the reputation of the additional comments have a significant impact on the social presence and perceived risk.However,the social presence and perceived risk have a significant impact on consumers' purchase intention,social presence and perceived risk play an intermediary role in the relationship between online word-of-mouth and the purchase intention.Catering enterprise managers should actively carry out the strategic management of word of mouth,and to do targeted management of online word-of-mouth,through word of mouth and consumer interaction,closer to the hearts of consumers at the same time,firm consumer purchase determination,so as to achieve the purpose of word of mouth marketing.