Research On O2O Catering Takeaway Platform Users' Continuous Purchase Intention

With the rapid development of information technology,the scale of various emerging industries related to the Internet+continues to grow,and people's lives have changed dramatically.The open Internet makes information exchange between users more convenient and also brings information security risks such as information leakage,continuous tracking,and hacking viruses.At present,with the widespread use of mobile devices and mobile e-commerce,the Internet+ catering has gradually become the extension model of the catering industry,and people's attention and understanding of information security issues have also deepened.Important question.Information security is not only related to the external network environment,but also to the perception of users.Therefore,the research in this paper is mainly focused on the question "How does the user's perception of information security affect their willingness to use the system continuously?"From the perspective of user perception,this research is based on trust theory,habit theory,and information system expectation confirmation theory.The users who choose to use the O2O catering platform are taken as the research object,and the user's perception of the system's information security and continuous use behavior are discussed in depth.Impact.By combing the literature,the research establishes a model for the relationship between users' information security perception and usage behavior on the O2O food delivery platform and proposes hypotheses.Using questionnaires to collect data from online and offline at the same time,using structural equation model method for 432 valid questionnaires collected and analyzing and testing with AMOS24.0,it reveals the role of security perception,trust and other factors on the continuous purchase intention of O2O catering platform users.Results confirmed:(1)Information security perception has a significant positive impact on trust and willingness to continue buying;(2)Trust has a significant positive impact on continuing purchase intention;purchase willingness;(4)Risk appetite plays a moderating role between the perception of information security and willingness to continue buying;(5)For control variables,different genders have no significant differences in each variable,and different user ages and cultural levels exist on some factors difference.This study explores the effect of information security perception on user behavior,further refines the expectation confirmation theory,and reveals the mediating role of trust.For the application of mobile e-commerce platforms,the results of this research can further promote consumers' online purchasing behavior,and provide reference for operating companies to build mobile,interactive and data-based Internet catering platforms.