Study On The Influence Mechanism Of The Restaurants Sales In Takeaway O2O Platform

With the development of the Internet,the take-away industry has began to shift from offline to online.On the one hand,O2 O take-away industry has two parts.One of the two parts is on the Internet,the other is on the reality store,which has both played the convenience of the Internet and closed to the consumer.The innovative mode breakthrough the barriers of time and space.This new development mode provides new research background which is different from traditional industries and other electronic business platforms.On the other hand,the development of O2 O take-away industry is also inevitably brought a lot of problems,such as business reputation problems,logistic problems and price problems.These problems are related to the development of takeover O2 O platform.Therefore,the study on factors on O2 O platform is of great practical significance.In this paper,we choose the O2 O platform as the research object,and we study the influence mechanism of the sales volume from the three aspects of logistics,price and word-of-mouse.First of all,we introduce the research background and research significance of this paper.Besides,we introduce the theoretical basis of the paper.According to the previous research,the corresponding research hypothesis and the model are put forward.Last but not least,according to the research data collected,we study three levels:analysis of relative importance of factors affecting sales of month,the interactions effects between the factors that affect the sales of month,and the asymmetric effects of influencing factors in the different sales level.In this paper,we apply quantitative analysis of the research method,we collect data of X take-away platform business details through the web crawler software.We crawl Sales of month,Special delivery,Time of delivery,Rate of time delivery,Starting price,Logistics fee,Evaluation quantity,Total score of restaurants.We use SPSS20.0 to analyze the data to verify some of the assumptions in this paper.The conclusion is as follows:(1)Time of delivery,the Starting price,and Evaluation quantity have a significant positive impact on the sales of month,the Logistics fee has a significant negative impact on the sales of month;(2)The starting price and the evaluation quantity have positive interactions on the sales of month;(3)When the business is divided into high-sales-volume restaurants and low-sales-volume restaurants,the influence factors of high-sales-volume restaurants and low-sales-volume restaurants is not exactly equal.Theoretically,the results of this study provide some methodological point and theoretical basis for future research of O2 O takeaway industry.In practice,we analyze the influence mechanism of the sales of restaurants on O2 O platform,and provide the opinions and suggestions for O2 O takeaway platform and restaurants.