Research On The Impact Of Situational Effects On Online Food Delivery Platform

With the rapid development of mobile Internet technology and the popularity of mobile payment,the catering industry have gradually expanded from offline to online,Takeaway O2 O has been loved by people.Though the online takeaway has developed rapidly in recent years,and now it compete for the service and quality,but the academic study on it is rare.Sales is an important research branch in traditional catering industry,but because of the differences of traditional catering industry and online takeaway,those factors may be not explain the changes of sales in online takeaway.Takeaway O2 O is sensitive to the scene,so we start with the situational effects of Belk,and explore the influence of weather factors and time factors on sales.The object of this study is the takeaway O2 O platform.Firstly,we elaborate the academic research achievements among the traditional catering industry and takeaway O2 O industry.Then the consumer decision-making theory,situational effect,weekend effect and temporal perspective knowledge are discussed to provide the theoretical framework for the establishment of the model.We combine with the usage scenarios of online takeaway and situational effect,start our research from the weather,weekend and holiday effects,factors such as weather comfort,rainfall,snowfall,air quality,weekend period,and early and post period of holiday are the key factors in this paper.Then we put forward the research hypothesis,and find specific variables which may influence the sales of platform,establish the model of influencing factors.Then,we collect data from a representative company in the online takeaway industry and collect meteorological data,which ranges from January 2016 to December 2016.Finally,we use SPSS software to process and analyze the data,and make a comparative analysis between the city and the user groups.Meanwhile,we make the robustness analysis of the results.The results show that situational factors have significant i mpact on the sales of takeaway.Online takeaway sales are closely related to the weather,weekend and holiday situations.Theoretically,the results of this study can provide new ideas and new perspectives for the online takeaway industry,and make up for the research gap in the field.In practice,this paper provides guidance for the sales forecast and explanation for the sales change of online food delivery.