| Buying generation benefited from the rapid development of the Internet,followed by an alarming rate quickly swept the country,"the 33 rd China Internet Development Statistics Report" China Internet Network Information Center released show that in 2013,China’s online shopping users reached 302 million,utilization rate reached 48.9%,up 6.0 percentage points over 2012.In the computer business class applications to buy the network market,the most rapid growth: in 2013 Internet users reached 141 million buy,buy network utilization rate reached 22.8%,compared with 2012,an increase of 8 percent,the utilization rate reached 54.3% annual growth has become the biggest bright spot for business class applications [1].According to the group 800 website statistics,catering class single group year 2013 than in 2011 increased by 14 times,the purchase of passengers increased by 2.5 times,and ranked catering turnover within three years to buy all kinds of deals in the first,a network accounted buy one of the industry’s largest.The combined network buy and catering to the entire food and beverage industry has brought new life and inject new blood,but how to make good use of this platform to buy the site development of China’s catering industry,online shopping has become the focus of research.Domestic in-depth study on the network buy is still relatively lacking,mostly qualitative research,issues around the development of a network buy,gives advice to buy the network segment of the market research industry catering even less.How to improve the participation of consumers is an important subject of concern and businesses buy site.Consumer willingness to buy network catering factors research will help find the key factors affecting consumer participation buy catering network,so that by the use of reasonable marketing tools to stimulate and guide the network buy more consumer acceptance and participation Dining Buying Online.Therefore,consumers buy the network involved in catering factors to conduct a comprehensive,in-depth,systematic study is the urgent needs facing marketing network buy,has important theoretical and practical significance.With the development of information technology scholars began receiving information on user behavior research,the emergence of online shopping,buying behavior theories and models of traditional shopping mode is no longer applicable,scholars information technology acceptance model to be amended to give the Technology Acceptance Model Theory and technology acceptance model applied to the field of online shopping behavior research has made great achievements.Technology Acceptance Model departure from psychology that the consumer behavior depends on behavioral intention,perceived behavioral intention depends on consumer attitudes on behavior.As information technology therefore Based on the technology acceptance model theory qualitative and quantitative research method of combining,explore the factors affecting consumer willingness to buy the catering network.First,the use of qualitative research methods over the years about the network literature buy factors summarize and sort based on Technology Acceptance Model summary drawn perceived usefulness,perceived ease of use,perceived benefits,customer reviews online to buy four factors on the food network wishes generate positive to influence willingness to buy produce positive impact on buying behavior.Based on technology acceptance model and combining the characteristics of the network buy,build consumer willingness to buy the network catering influence factor model.Then use survey methods to collect data on the proposed model for empirical analysis.By collecting data descriptive statistical analysis to understand the study of the distribution of individual characteristics;reliability analysis test measurement scale internal consistency of the questionnaire,the overall Cronbach’s α coefficient is 0.863 Description Internal consistency measurement scale very well,each Cronbach’s α coefficients of the variables are also within the scope of the standard,indicating that showed good agreement between the questions of measurement;Validity test developed in this paper can accurately measure the scale required to measure the content analysis was in this paper,a study based on the scale content validity and construct validity have reached a fairly standard measurement scale has a good description of the overall validity;correlation analysis is correct direction and whether there is a relationship between two variables and the relationship to study the degree of correlation,this paper Person correlation analysis of the study data were analyzed in this study derived variables(perceived benefits,perceived usefulness,perceived ease of use,online customer reviews)and purchase intention was a significant positive correlation between;regression analysis determine the extent and the importance of a causal relationship between the size of the variables,the analysis shows that the regression coefficients obtained in order of importance affecting consumer willingness to buy the catering network factors are perceived usefulness,customer reviews online,perceived benefits and perceived ease of use.Finally,according to the conclusions of the study online group shopping site and business line made a number of recommendations and suggestions,the next online group shopping site catering and business line to attract more consumers to participate in the online group shopping dining behavior,it must increase consumer willingness to buy catering Buying.By business line and buy site dining at improving consumer perceived usefulness in terms of online group shopping recommendation is to buy the site to attract more offline business cooperation more selective for consumers,businesses will have the line in the gourmet taste,nutritional value and components to meet the demands of consumers.Secondly,under the buy site and business line to focus on customers’ online reviews on catering online group shopping will,buy site to optimize online review platform,the line food businesses should actively respond to and rational use of online customer reviews platform,reward customers online review of negative comments made reasonable explanation,establish negative comments scientific compensation mechanism.Again,the next buy web site and business line should improve consumer perception of preferential Dining online group shopping to increase consumer willingness to buy catering network,buy site to improve the bargaining power of collaboration and offline food businesses,food businesses are given so that the line’s largest under a voucher line food businesses ensure food quality and can appropriately reduce unnecessary costs and give consumers greater discounts,consumer perception of food and beverage promotions to reach the online group shopping consumer willingness to buy.Finally,buy web site and offline businesses have to focus on improving the consumer catering Buying perceived ease of use to increase consumer willingness to buy catering network,buy the site to provide a more simple and practical network operating system,continue to simplify online group shopping operational processes,while buy site to do security mechanisms to protect personal privacy and property safety of consumers.Food businesses should do the next line in the store consumer consumption convenience,appropriate lifting restrictions activity holiday spending,so that restaurants buy coupons ease of use,provide consumers with more quality services. |
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