Study On The Influence Of Perceived Risk Of Catering Takeout O2O On The Purchase Intention

According to the report of 19th communist party of China National Congress,Consumption patterns are constantly upgrading,consumption potential is gradually released,and consumption will drive new economic growth points.In the era of mobile Internet,mobile consumption has gradually become the main mode of consumption of people with a large scale of mobile-user market.On the other hand,the O2O model is in full swing in different industries,bringing more convenience and benefits to people.In the catering market,people’s needs are increasingly diverse.Therefore,the integration of mobile consumption,O2O model,catering consumption--catering take-away O2O came into being.The main characteristic of this kind of food consumption pattern is:reservation online,offline consumption,created a whole new way of food consumption,at the same time of making full use of social resources,to provide more services for the people.Although catering takeout O2O mode can make consumers enjoy the convenience of home consumption,Because new models are unknown and insecure to consumers,they perceive risks and uncertainties,so they won’t be able to order easily online.Due to whether the user to accept and use food take-away O2O online reservation,is essential for the growth of food take-away O2O,therefore,research on O2O consumption situation of catering takeout relationship between perceived risk of purchase intention,has importantly theoretical and practical significance.On the basis of systematicly review of related literature on O2O business model,the consumer perceived risk,trust and purchase intention,build the perceived risk of food take-away O2O-purchase intention model,put forward hypothesis,(1)There are significant differences in trust and purchase intention between different genders,ages,income levels and frequency of ordering,while the difference of educational background is relatively small.(2)The relationship between perceived risk and purchase intention.The seven dimensions of perceived risk have significant negative impact on purchase intention;Among them,the product risk has the greatest influence on the purchase intention of the path coefficient,i.e.the food delivery O2O model,the product risk most affects consumers’ buying intention.(3)The relationship between perceived risk and trust.Financial risk,privacy risk,product risk,health risk and time risk have significant negative impact on trust;The relationship between psychological risk,social risk and trust is not significant.Among them,the absolute value of the influence of privacy risk on trust is the absolute value,i.e.the privacy risk in the catering take-out O2O model affects the level of trust of consumers.(4)Trust in the role of perceived risk and purchase intention.Trust plays a part in financial risk,privacy risk,product risk,health risk,time risk and purchase intention.Trust has no significant effect on psychological risk,social risk and buying intention.Trust plays an important role in the relationship between product risk and purchasing intention.In this paper,the main innovation is based on the characteristics of food take-away O2O mode,refer to the scholars’ research results,the catering takeout O2O consumption patterns of perceived risk has carried on the dimensions,divided into financial,privacy,products,health,psychological and social risk of seven dimensions.The effect of the perceived risk of these seven dimensions on the purchase intention and the role of trust in this influence was studied.The aim of this study is to offer a little thought for research in the field of food take-away O2O and complementary,and to provide suggestions for the related enterprise’s daily management and future planning,reducing the level of users1 perceived risk,to gain more trust,and then improving their purchase intention to accelerate the growth of the catering takeout O2O.