How Do Taste And Environmental Rating Cues Influence Consumers' Online Ordering Behavior?

With the development of O2 O catering model and the improvement of people's living standard,online ordering(i.e.,placing orders online and consuming in physical stores)has become an important dining way choice for people.However,since consumers cannot directly contact and feel the food and dining environment of restaurants when making online choices,decision-making becomes more difficult.There is a strong information asymmetry between consumers and e-commerce stores,so external cues will become an important basis for consumer decision-making.Taste and environmental scores are two important and unique information cues in online ordering platforms,and there have been some targeted studies.However,there are relatively few studies on the path and interaction of the influence of taste and environment score on consumers' purchase intention,especially the importance degree and the mechanism of the influence of taste and environment score on decision-making need to be analyzed systematically.Based on the theory of cue utilization and the theory of cue consistency,two stages of research are designed in this paper.By combining the traditional behavioral research method(questionnaire survey)with the cognitive neuroscience research method of ERP experiment,the defects of the traditional research method are effectively avoided,and the research conclusion is more objective and scientific.In the first study,by collecting the subjective data of consumers' decision-making,the mechanism of the influence of taste and environmental score information on consumers' online ordering was studied and analyzed.Research shows that taste and environment score jointly affect consumers' perceived return,perceived trust and perceived risk,and perceived return,perceived trust and perceived risk have significant effects on consumers' purchase intention.On the basis of the first study,objective physiological data of decision makers were collected by simplifying and simulating the ERP experiment of online ordering web design,and the cognitive mechanism in the decision-making process of consumers was deeply explored from the physiological level.Studies have shown that consumers making decisions based on taste and environmental scores induce components of P2,N2,and P3 related to decision-making,which effectively measure consumers' perceived benefits,risks,and trust.When the cues are inconsistent,consumers need to invest more cognitive efforts,and the decision-making risks and difficulties are greater.Thedecision-making confidence is far lower than that in the context of consistent clues,and the response time data also provides a basis for this.When consumers make decisions,they will give priority to the taste score information,and with the deepening of the decision,they will comprehensively consider the environmental score information,which will affect the final decision.The amplitude changes of components P2,N2 and P3 reflect the different stages(early,middle and late stages of decision-making)of consumers' cognitive activities,indicating that consumers have different processing degrees of taste and environmental scoring cues in different stages of cognition.From the perspective of consumers' subjective behavior and objective physiology,this study deeply studied the influence of taste and environmental information clues on consumers' online ordering behavior,which enriched the research in the field of online ordering consumer behavior.The results of this study are of practical significance in helping consumers make decisions by effectively utilizing external information clues,guiding online ordering platforms to carry out reasonable operation and management,and promoting online merchants to improve key information scores and increase profits.