Research On The Factors Of Continuous Use Willingness Of Online Food Delivery Users

This topic is aimed at the existing research results and shortcomings in the field of online take-out in China.This study attempts to propose a more reasonable,effective and complete model of consumer influence factors in the mobile shopping field based on the UTAUT model.Secondly,The empirical research and data analysis of domestic mobile shopping consumers,to find out the factors affecting consumers' attitudes,wil ingness to use and behaviors of mobile shopping,as well as their respective influences and their interactions.China's network take-out has recently entered an outbreak period of comprehensive coverage.This study studies the influencing factors of consumer network behavior intentions in the context of e-commerce,and proposes practical value through the study of the wil ingness of online consumers to use.The opinions and suggestions will help the domestic network take-out platform and catering business to better understand the user's needs,thus providing consumers with a better shopping experience,which is conducive to the better development of China's online market.Key issues addressed include the factors that influence users' continued use of the M network takeaway platform in the X region? What is the impact of the influencing factors? Based on these influencing factors,the marketing and service strategies in the X region are proposed for the M platform.This study attempts to combine TRA,TPB and TAM models with innovative diffusion theory,and draws on consumer behavior and consumer psychology to design a network take-away consumer acceptance model to study the impact of network take-away users and potential users in X region.Intentional factor.On the basis of the technology acceptance model(TAM),it combines the ideas of the influence factors of user behavior in the theory of innovation diffusion and rational behavior theory,and increases the variables that can make the model more complete,such as perceived risk,basic characteristics of consumers,etc.In this paper,the model of influencing factors of network take-out users is constructed,and the influence degree of each influencing factor on the attitude of use,wil ingness to use and use behavior is analyzed through empirical research.Based on a large number of literature reviews,this paper will use the combination of qualitative analysis and quantitative analysis,theoretical analysis and empirical analysis to explore the influencing factors of the wil ingness of online take-away consumers to continue to use.In this research,we need to use empirical analysis in the M platform X area to go to this network take-away consumer group to find out the factors affecting the continued use of the platform by consumers in X area and the extent of its impact.In the research process,the network consumption behavior of the M network take-out platform X area is taken as the analysis object.Firstly,through the survey visit,the factors affecting consumers' continuous use of the M network take-out platform are found out.Then compare the differences between them and other people's online consumption behaviors,and analyze the factors affecting the continuous use intention of online take-out users such as consumption behavior,mentality,satisfaction,and word-ofmouth factors to find out the extent of their influence.According to the research,the M network platform is recommended in the service and marketing strategy of the X area.Firstly,on the basis of extensive literature review,this paper reviews the research dynamics and practical application of network take-out and related theories,summarizes the main contributions and shortcomings of previous research results,and forms the focus of this research,research ideas and research methods.Closely combined with user interview research,to obtain the influencing factors of the wil ingness to use online takeout,and to verify and correct the deficiencies and shortcomings of theoretical analysis.Secondly,on the basis of small sample survey,a large sample questionnaire survey is conducted for network customers to verify the rationality of theoretical models and assumptions.Finally,the conclusions of this study are drawn,and the academic value and practical significance of the conclusions of the research are pointed out.Through research,we believe that it is reasonable for network take-out users to continue to use the wil ing UTAUT model.After research,it can be verified that performance expectation and hard work expectation can have a positive impact on the wil ingness of online take-out users to continue to use.The social impact has a negative impact on the perceived wil ingness of external network take-away users to continue to use.The social impact is not wil ing to continue to use the network take-out users.Direct impact,online group purchase product factors have a positive impact on network takeout user performance expectations;online shopping experience has a positive impact on the wil ingness of online take-out users to continue to use,and has a positive impact on the expectations of network take-out users;online shopping experience has little impact on network take-away users' perceptions Perceived risk has a negative impact on the continued wil ingness of the network's takeaway users.Online take-out has greatly facilitated people's lives,al owing people to reduce their time for cooking or eating out,and to spend more time and energy on other things.The development of online take-out has not been inseparable from the support of mass users.Therefore,the network take-out platform must strengthen the attention of users,and strengthen the research and analysis of the user market,timely find out their own problems and deficiencies,and constantly take measures to improve and upgrade,adjust marketing policies,so that you can make your own The competitiveness has been improved,and it has better adapted to the fierce market competition and achieved long-term development.At the same time,the improvement of the network take-out platform will also provide users with better products and services,al owing more users to participate in the network of take-out consumption.