Research On Influence Factors Of Consumer Trust Of O2O Catering Take-away In Mobile Internet Environment

With the promotion of 4G network and the popularity of smart phones,China has entered the era of mobile Internet.Nowadays,the performance and convenience of smart phones are constantly improving.4G and WIFI networks also have a wide range of coverage in China,which makes people increasingly use mobile APP to complete various business activities.Compared with before,people's clothing and accommodation are in a certain degree of contact with the mobile Internet partly,and it has become more convenient and quick.Among them,O2 O catering is very popular in consumers because it can bring high efficient and convenient dining experience to consumers,and it has great potential in development.Mutual trust of trading partners is the foundation of e-commerce activities,however,the virtualization and anonymity of online trading products takeaway makes the existence of information asymmetry between the seller and the buyer,and incident frequent exposure of the black factory makes the whole takeaway industry get into a crisis of confidence.Trust has become the biggest bottleneck hindering its further development.At present,the research on the influence factors of traditional e-commerce trust has been relatively mature,but the research on the factors influencing trust of the new O2 O e-commerce takeaway mode is still in the exploratory stage.This paper adopts the method of literature research to collect and fix concerned literatures at home and abroad from the Mobile Electronic Commerce,O2 O takeaway and trust theory and combined with Theory of Planned Behavior,Technical Acceptance Model and Perceived Value Theory.Then we analyze the factors influencing consumer trust in O2 O takeaway food products under the mobile Internet environment from four aspects,i.e.business,consumer,takeaway platform and mobile terminal.We summarize 9 factors affecting consumer trust,namely commodity perceived quality,service quality,trust tendency of consumers,consumption experience of consumers in the past,takeaway platform reputation,takeaway platform scale,takeaway platform management system,device performanceand easiness to use takeaway APP,and establish a theoretical model of factors influencing trust in O2 O takeaway food trust.In this study,data were collected through questionnaires.A total of 350 questionnaires were sent out and 341 questionnaires were collected.Then the invalid questionnaire was eliminated,and 322 valid questionnaires were obtained.Descriptive statistics analysis,reliability analysis and validity analysis of the data are done through SPSS 23 statistical software.Then the structural equation model was constructed by AMOS 23 software,and the research hypotheses are verified and analyzed.The results of the study show that perceived quality and service quality,trust tendency of consumers,consumption experience of consumers in the past,takeaway platform reputation,takeaway platform management system and easiness to use takeaway APP have significantly positive impact on the trust level of O2 O takeaway food consumer.The assumption that takeaway platform scale and mobile devices positively affect the trust level of O2 O takeaway food consumer is not valid.Path analysis shows that among 7 hypothesis which are valid,easiness to use takeaway APP,takeaway platform management system and service quality have greater influence on the level of consumers' trust.Finally,according to the research results,we put forward some countermeasures and suggestions on how to improve the level of consumer trust in O2 O takeaway,such as optimizing takeaway APP,improving management systems related to the platform,improving the service quality of merchants and accelerating the construction of relevant laws and regulations.This research further widens the research perspective of e-commerce trust,and provides theoretical support for traditional catering enterprises to carry out O2 O e-commerce activities at the mobile terminals,and has certain theoretical and practical significance in promoting the healthy development of O2 O catering takeaway industry.