Research On The Impact Of Customer Participation On Customer Satisfaction In The O2O Takeaway Industry

With the arrival of experiential economy era,customers no longer just concern about the functional benefits,such as the price and the quality of goods or services,but even more to pursue the emotional benefits,such as the comfort,interest and pleasure of consumption.In recent years,the steady improvement of Internet technology has brought out the rapid development and promising prospect of 020 e-commerce market,so it attracts more and more people to enter this market.In the fierce competition,020 e-commerce enterprises gradually realized that the importance of customer participation.How to improve the customer experiential value,to win customer satisfaction has become one of the problems urgently to be solved of 020 e-commerce enterprises.This study divides customer participation into four dimensions:advance preparation,information sharing,cooperative behavior and interpersonal interaction.It divides customer experience value into three dimensions:functional value,cost value and emotional value of the website,and establishes the influence of customer engagement on customer satisfaction model.Based on the model construction,we put forward the research hypotheses and design questionnaires.The questionnaire selected 306 consumers who have had the ordering experience on take-away websites,and then use SPSS 19.0 and AMOS 20.0 to collect the sample data Statistical analysis,the following conclusions are drawn through empirical analysis:advance preparation,information sharing and interpersonal interaction all positively affect the website functional value and cost value.In addition,information sharing,cooperative behavior and interpersonal interaction all positively influence the emotional value.Finally the customer experience value of the site under the functional value,cost value and emotional value all positively impact on customer satisfaction.This paper summarizes the conclusions of the study,puts forward corresponding management suggestions from 020 e-commerce enterprises should pay full attention to customer participation,enhance customer experience value and improve customer satisfaction,and the lack of this research and future research directions discuss.