Research On Customer Perceived Value And Promotion Strategy Of O2O Food And Beverage Delivery Platform

In recent years,with the rapid development of E-commerce mode of O2 O,take-away O2 O has come into being under the tide of "Internet Catering".Online food ordering market is entering a stable period in China.How does the take-away online platform do can obtain the online ordering market,win customers' favor and gain a competitive advantage when the scale of users tends to be stable? According to the theory of customer perceived value,customer perceived value can affect customer trust and customer satisfaction,and then affect customer loyalty.Based on this,this paper studies the influencing factors of customer perceived value of O2 O takeout platform on the basis of domestic and foreign scholars' research on customer perceived value.Based on the theory of customer perceived value and its driving factors,the author explores the perception variables from the perspective of information system performance,and determines the relevant research variables by combining the technical acceptance model and the D&M model to study the performance of information system.Finally,a theoretical model of influencing factors of customer perceived value of O2 O take-away platform was formed.Through the questionnaire survey method for the pre survey data analysis,combined with expert advice,deep visit results and the feedback content of the pre research object,the theoretical hypothesis model was revised,and the questionnaire content was adjusted.The final questionnaire collected 287 valid data samples.Firstly,this study analyzed the reliability and validity by SPSS24.0 software,The reliability and consistency of the questionnaire data and the good validity of the questionnaire were determined.Secondly,by using exploratory factor analysis,it is determined that the influencing factors of customer perceived value of O2 O take-away platform are platform use value,product quality and preferential perception,safety value and service value.Then the results of correlation analysis and multiple regression analysis show that: platform use value,product quality and preferential perception,safety value and service value are all significantly related to customer perceived value,and all of them have a positive impact on customer perceived value.Customers' perception of product quality and preferential perception factors is slightly higher than that of platform use value,security value and service value.Finally,the results of independent sample T test and single factor analysis of variance show that there are differences in the impact of gender,education and income on the perceived value of the take-out platform.There is no difference in the influence of age and income on customer perceived value.In the result of empirical analysis,this paper puts forward the relevant suggestions about the influential factors of significant correlation,and makes the corresponding possibility explanation for the non-significant influencing factors in this paper.At the end of the paper,the proposals of enhancing customer perceived value of O2 O take-away platform are put forward:(1)Strengthening the quality of the construction of the platform itself;(2)Strengthening the Supervision Mechanism of Merchants' Review to ensure the quality of offline products and reasonable pricing;(3)improve customer safety awareness;(4)Do the service work well both online and offline,perfect the service remedial measures,to provide decision-making guidance for the current platform,and then promote the healthy and orderly development of the industry.