Research On The User's Acceptance Behavior Of Mobile Catering O2O Based On UTAUT

The popularization of information technology and the development of the Internet,and promote the traditional industry combined with the Internet,and gradually formed a kind of Online consumption and Offline experiences the new ecommerce mode of combining O2O(Online to Offline).Development of mobile communication technology has greatly expanded the function of the mobile terminal,information services and intelligent lower equipment prices boosted the popularity of mobile terminals,greatly improved the speed mobile O2O model development.Food industry service class in life occupy an indispensable position in the industry,the food consumption market has huge potential in China,is the most widely used mobile O2O mode a field.Although the restaurant industry with the help of mobile O2O mode from the certain result,but as a new e-commerce model,still in its early stages,user acceptance and use of decisive role to the development.Of 020 mobile catering business model for user acceptance and use of decisive role in its development,therefore,this article obtains from the users with mobile restaurant O2O as the research object,through the model building and sample comparison,the behavior of mobile restaurant O2O consumers accept the key influence factors as well as the relationship between various influencing factors,is of important theoretical and practical significance.In this paper,under the background of mobile O2O e-commerce development,based on the domestic and foreign related research situation in the field of related theory and consumer behavior model,on the basis of previous studies by integrated technology acceptance and use model(UTAUT)based on the model,and integration of the perceived risk and personal innovative theory,and combines the characteristic of mobile O2O e-commerce,the development of food industry status and user behavior characteristics,building mobile restaurant O2O user acceptance behavior influence factor model.Sample data collected through questionnaire survey,using SPSS and AMOS statistics software for empirical research,the main factors affecting mobile restaurant O2O users accept behavior for validation,to path analysis,structure equation model to explore the influence of different variables and relationships,and differences based on gender and experience the same time to explore the different influence on the potential variables.Finally,according to the empirical results of this paper,relevant strategies are proposed for mobile catering O2O users,mobile catering O2O online merchants and operators to promote the acceptance behavior of mobile catering O2O users.