Research On Interaction Between Customers And Merchants On Online Ordering Platform

As one of emerging e-commerce models,O2O(Online to Offline)has achieved rapid development in catering industry.This article has deeply analyzed the catering O2 O industry from perspectives of current development situations,market scales,market segments,investment opportunities,industry patterns and major features.Meanwhile,it has adopted two-sided market theory to set up a user interaction model of two-sided market based on the external effects of cross network.It also carried out quantitative inspections on Meituan Online Ordering APP by simultaneous equation sets,hoping to provide some enlightenment for future orderly development of the industry.According to empirical inspection results,only a unidirectional promotion effect exists between consumers and merchants.In other words,the number of merchants has relatively strong positive effects on consumers' participation.In addition,the number of merchants is positively correlated with user viscosity of platform consumption,indicating that the increase of consumer's loyalty can help to enhance merchants' intentions to join the platform.The research has found that catering O2 O market in China is featured by three characteristics:(1)slow growth of number of users;(2)increase of market concentration;(3)decline of platform subsidies.These characteristics have indicated that the industry has changed previous model which relies on increase of venture capital to attract more customers.Nowadays,the industry has attached great importance to food safety,profit model,service quality,user's experience and added-value service to realize its development and stronger.Accordingly,this article has proposed related policy suggestions.