Research On The Repurchase Behavior Of Online Takeaway Customer

With the popularization of Internet information technology in recent years,the online takeaway industry has entered the capital market vision and achieved rapid development in the "Internet +" wave.However,as the Internet enters the second half,the online takeaway industry will also be affected by the closing of the Internet traffic dividend period.The mode of initial capital frenzied subsidies alone will not bring lasting competitiveness.The development of the online takeaway industry is gradually shifting from the development of new customers to the maintenance of old customers and the promotion of repeated purchases.The continued development of the online takeaway industry is directly dependent on the customer's repeated purchases.Under this background,it is particularly necessary to pay attention to the repeated purchase behavior of online takeaway customers.Based on this,the paper takes the repeated purchase behavior of online takeaway customers as the starting point.Through extensive reading and combing of related literatures at home and abroad,it is found that the information system success model that focuses on the external factors of the system and the expectation confirmation theory that pays attention to the internal factors of the customer are widely used in the field of continuous use or repeated purchase,and have been confirmed by scholars in various fields.Therefore,the creative integration of these two theoretical models in this study can not only make up for the shortcomings of the two as independent models,but also comprehensively consider the influence of internal and external factors.This Paper draws on the literature results of repeated purchases in other online fields,and combines the characteristics of online takeaway industry,incorporates the transfer costs and the customer habits into research and adapt the model based on the research object,and finally constructs the concept of repeated purchase of customers in the online takeaway field,based on which,proposes 11 research hypotheses.Drawing on the domestic and international classic document measurement scales,combined with the specific scene characteristics of online takeaway,adapting the changes,and repeatedly checking the quality of the scale through pre-study and formal investigation.The empirical part uses SPSS 20.0 for statistical analysis such as descriptive analysis,reliability and validity test,using AMOS 22.0 for confirmatory factor analysis,structural equation modeling analysis and hypothesis testing.The data empirical results are basically in line with theoretical expectations,and 10 hypotheses passed the test.The main conclusions are as follows: In the overall theoretical model,customer satisfaction has the strongest positive effect on the repeated purchase behavior,and the rest is customer habit,customer perceived value and transfer cost;Customer satisfaction is positively affected by the perceived value,platform system quality,merchant product and service quality,and the perceived value has the strongest influence;Perceived quality three-dimensionality is positively applied to customer perceived value,and merchant products and service quality have the strongest effect.Therefore,based on the dual perspectives of theoretical deduction and empirical test,this paper constructs a repeated purchase theory model in a new research field.And through empirical analysis,it is found that the model has a good explanatory power for the repeated purchase of customers in the online takeaway field.It enriches the applicability of the information system success model and the expectation confirmation theory,and has certain reference significance for the research on the influencing factors of customer repeated purchase behavior,and has certain practical significance for online takeaway operators to improve customer ordering experience and promote customer repeated purchase.