An Research On The Influencing Factors Of O2O Takeaway Consumers' Repurchase Intention

The O2O model involves many lifestyle areas such as food,travel,and so on.With the dominance of mobile Internet continue to strengthen,mobile take-away is the fastest-growing product in catering O2O.This paper takes O2O take-away consumers as the research object,and studies the influencing factors of their repurchase intention.It is of great significance to improve the operation mode of O2O takeaways and enhance the dining experience of consumers.The article replaces the "perceived usefulness" in the continuous use of information system model with "perceived value",based on the ECT-IT model.we study the continuous use intention of consumers from the perspective of Perceived benefits and Perceived pay of Perceived value theory.According to O2O takeaways specific contextual characteristics,we will measure perceived value from the perspective of perceived quality.Combining with D&M theory,We construct a research model of the factors influencing the repurchase intention of O2O take-away consumers,dividing perceptual value into four dimensions: platform information quality,platform system quality,platform service quality,product and service quality provided by take-away merchants,dividing the perceived payout into two dimensions: perceived risk and perceived cost,incorporating habits,conversion costs,subjective norms and other contributing factors into the framework.This paper uses SPSS software for data quality assessment first and then uses AMOS software to construct the structural equation modelconducts for an empirical study of the factors influencing the repurchase intention of O2O take-away consumers.The empirical results of this paper are as follows: The level of consumers' expectation Confirmation has a significant impact on each dimension of perceived quality and Perceived pay;Platform information quality,platform service quality,product and service quality provided by takeaway merchants,perceived risk all have a significant impact on consumers' satisfaction;Platform information quality,platform service quality,product and service quality provided by take-away merchants,perceived cost,perceived risk,satisfaction,habits and conversion costs all have a significant impact on consumers' repurchase intention.Partial dimensions of perceived quality and perceived pay play an intermediary role in the level of consumers' expectation Confirmation and satisfaction,consumers' satisfaction plays an intermediary role in partial dimensions of perceived quality,partial dimensions of perceived pay and consumers' repurchase intention.