The Analysis Of Influence Factors Of The Application Of Mobile Menu Based On The Theory Of Diffusion Of Innovations

According to Sootoo, Analysys International, AppAnnie and other large Internet data analysis platforms, the publicity of Fine Food Menu APP has been enhanced in recent years. In the field of Fine Food Menu APP, the situation of striving for hegemony among "Douguo", "Xiachufang" and "Haodou" has taken shape; The quantity of users is about 60 million, assume that if 60 million families are behind 60 million users, then the development potential and business opportunities of Menu APP can’t be ignored. Fine Food Menus provide users with massive, illustrated information of dishes, and offer an interactive communication platform to people who love life and cooking. We have to ponder why the publicity of Fine Food Menu APP has been enhanced in recent years? and why the users use those APP?"Xiachufang" of the Fine Food Menu APP, high degree of activity in users and better market publicity, is selected in this paper, based on the theory of Diffusion of Innovations by Rogers, as well as the existing theories, through collecting the literature of the diffusion of innovation to work out the independent variables from innovation, transmitting channel, diffusion time and social system. Analyze the influence factors driving the users to use the Fine Food Menu APP by the means of the quantitative research and questionnaire survey.First of all, analyze the basic situation of its diffusion of innovation. Secondly, under the consideration of the situation of the diffusion of innovation of "Xiachufang", do analysis of its influence factors, establish the theoretical model roughly and put forward the research hypothesis. After the analysis of data, it shows that the user behavior of "Xiachufang" APP has a significant positive prediction due to the superiority of information acquisition in variables, the superiority of contacts with celebrities, observability and usability. Moreover, the effect of gender and income in the demographic variables on the user behavior has a significantly positive prediction, the effect of married and higher education on the user behavior has a significantly negative prediction. Finally, the opinions and suggestions of establishing the advantageous, interactive and innovative platform as the mode of Mobile Menu APP in the future are put forward.