Analysis Of Consumer Behavior Characteristics Of Take-out O2O Catering Industry In Beijing

With the intensification of informatization,the integration of ICTs(Information and Communication Technologies)with various industries has become an inevitable trend.The interaction between physical space and virtual space has an important impact on urban space development and residents' behavior.In recent years,the e-commerce market has developed rapidly,and the O2O(Online to Offline,or“network take-out”)industry has also affected people's lives with a higher growth rate.Take-out O2 O is a product of the information age.The platform built through the network combines physical merchants and online consumers,enriching the choice of residents' dining methods and also affecting the spatial pattern of urban catering industry.Therefore,it is of great significance to explore the take-out O2O-type catering industry based on the perspective of geography.This paper firstly studies the spatial distribution characteristics of take-out O2 O merchants from a macro perspective through a variety of exploratory spatial analysis methods,and draws the following conclusions:(1)The distribution pattern of O2O-type merchants in Beijing has shown a “group-beaded” pattern.Merchants are mainly concentrated in the east,northeast,and northwest of the main city,and scattered outside the main city and significantly less.The overall distribution of the characteristics is “there is less in the north than in the south,less in the east and more in the west,and the inside is more than the outside”,mostly in the form of continuous flaky distribution.(2)The distribution quantity and distribution density of the take-out O2 O type merchants have strong geographical correlation in space,showing agglomeration distribution.The high-value areas of agglomeration are mainly concentrated in Haidian District,Chaoyang District and Dongcheng District.There are four main types of agglomeration areas,namely,the traditional commercial center gathering area,the central business gathering area,the science and educationgathering area,and the residential living area.Catering informationization brings consumers a variety of dining options and influences the changes in people's eating behavior in the new era.The article then discusses the usage behavior and travel behavior of the take-out O2 O consumers from a microscopic perspective,and uses linear regression and binary logistic regression methods to analyze the influencing factors.The conclusions are as follows:(1)The study of influence factors of the frequency of consumer take-out O2 O use,the frequency of take-out O2 O consumers dining travel,and the length of use of O2 O for take-out indicate:(1)gender,education,family monthly income,occupation basic personal attribute factors,family life cycle factors,time pressure factors,the degree of mastery of information technology factor and the number of family cars have a significant impact on the average monthly usage frequency of consumers using take-out O2 O.(2)Gender,age,personal monthly income,professional and professional nature of individual basic attribute factors,family life cycle factors,time pressure factors will significantly affect the monthly average frequency of take-out O2O-type consumers.The frequency of take-out O2 O consumption will have a significant positive impact on the frequency of consumer travel.(3)Academic qualifications,economic level,professional nature basic personality factors,work location factors,and proficiency factors in information technology will significantly affect the length of time consumers use O2 O.(2)On the way of travel,most people think that the take-out O2 O has changed its travel mode of eating out.The minority believes that take-out O2 O has no effect on the way of eating out.From the perspective of the transportation mode in which O2O-type consumers usually go out to eat,the two groups of groups have the same proportion of travel modes,but consumers who think that change have a higher proportion in each travel mode than those who have not changed.For balance.On the frequency of travel,the proportion of people who think that the frequency of eating trips is reduced is significantly higher than that of those who think that they are unchanged and increasing.The use of take-out O2 O obviously affects the frequency of travel of consumers,and has a certain substitution effect on eating.(3)Analysis of the factors affecting the change of travel mode and the frequency of travel changes:(1)The basic attribute factors of occupational and academic qualifications,time pressure factors,and proficiency factors of information technology control will significantly affect consumers whether the travel mode changes.(2)The basic attribute factors of personal monthly income,time pressure factors,proficiency factors of information technology mastery will have a significant impact on the frequency of changes in the dining out consumption of O2O-type consumers.