Relationship Between Quality Of Service And Catering Buy Buy Consumer Behavior Intention

The influence that Quality-of-Service puts on consumer behavioral intention has been unanimously approved by domestic and foreign scholars. With the development of network business model, the study of Quality-of-Service has been extended from the offline entity store to the online platform. As a new business model, catering group buying contains not only the online group buying website, but also the offline catering enterprises, whose quality of service both affect consumer behavioral intention. Therefore, this study uses service marketing and consumer behavior theory, respectively from group buying website and catering enterprises, investigates the relationship between the different dimensions of quality of service and website trust and consumer group buying intention, and introduces the consumer characteristics as moderating variable to further explore the differences that different types of consumers put on the importance of various elements of quality of service.The study construct a relationship model of Quality-of-Service(QOS of group buying website, QOS of catering enterprises), website trust, and consumer group buying intention, and study the moderating effect of consumer characteristics. The study choose consumers involved in catering group buying as the objects of study, using questionnaires, collected288valid questionnaires, then using SPSS to make descriptive statistics analysis, factor analysis, correlation analysis, and regression analysis.The empirical results has confirmed all the assumptions:Firstly, both the five dimensions of QOS of group buying website(functional selectivity, functional fulfillment, functional security, entertainment, design) and the three dimensions of QOS of catering enterprises(product quality, environment quality, interactive quality) have a significantly positive correlation with website trust and group buying intention. Secondly, website trust has a significantly positive relation with consumer group buying intention. Thirdly, both the five dimensions of QOS of group buying website and the three dimensions of QOS of catering enterprises are positive related with group buying intention through the website trust as the mediating variable. Fourthly, consumer characteristics (type of occupation, area) moderate the relation between both the five dimensions of QOS of group buying website and the three dimensions of QOS of catering enterprises with group buying intention. According to the empirical results, the study has proposed corresponding suggestions:group buying website should pay attention to the qualities of service and continuously improve them to improve consumers’trust to the website; strengthen the supervision and management of the catering enterprises, select the high-quality enterprises, and provide satisfactory service to consumers together; provide the customized service according to the characteristics of different groups of consumers, and meet their demands more targeted.