Study On The Influential Factors Of Repeat Purchase Intention Of Takeaway O2O Users

Takeaway O2O is a new online and offline catering mode formed by the catering industry combined with the Internet.The takeaway O2O has received a lot of investment and has grown rapidly since its appearance.But the early barbarous growth caused many problems,such as food quality problems,distribution problems and so on,and after stopping the price subsidy,the O2O platform of takeaway lost their advantage of low price,and the attraction of the new tourist source was also reduced.Therefore,how to tap the value of existing user groups and how to improve the repeat purchase rate of existing users is of great practical significance to the development of takeaway O2O.First of all,In consideration of the usage status of takeaway O2O,the characteristics of takeaway O2O,and based on the user's needs and behavior analysis.The Elaboration Likelihood Model is introduced to explain the center path and edge path of takeaway O2O users' processing behavior of platform information.By collecting,combing,summarize the takeaway O2O and other online business models,this paper finds that the existing research does not take into account the impact of the user's environment on its repeated purchase behavior,so this paper discusses the repurchase intention of the O2O users from three dimensions of the user,the platform and the environment.The environment is divided into three aspects: the social environment,the network environment and the ecological environment.Secondly,the ECM-IT model and the D&M model are integrated as the theoretical basis,and three external variables are introduced,including social impact,perceived risk and convenience.The model covers 8 variables,and proposed 15 hypotheses for the relationship between variables.The questionnaire was designed according to the model and the existing scale,and the data were collected by online platform.SPSS22.0 software was used to perform descriptive statistical analysis,reliability and validity test.After completing the preliminary inspection,using Amos21.0 to establish the conceptual model and modify it.Then the model was tested by structural equation modeling.Research results shows that: Perceived Value and Satisfaction have a positive effect on the User's Repeat Purchase Intention and the effect of satisfaction is greater;and the Convenience Condition has a positive impact on Perceived Quality and especially on Perceived System Quality;Perceived Quality and Expectation Confirmation are positively affecting Satisfaction;Perceived Quality has a positive impact on Perceived Value,and Perceived System Quality is more important than Perceived Information Service Quality;Social Impact positively affects Expectation Recognition.Finally,according to the data results,this study puts forward suggestions for improvement from the three perspectives of users,platforms and environment,It includes marketing strategy,platform innovation and improvement,and strategies for environmental problems.Provide guidance for the development of takeaway O2O platform.