Study On Factors Influencing The Sales Volume Of Takeout Platform Merchants

The development of Internet technology has promoted the popularization of mobile devices,which made the takeout industry,as an emerging industry,has risen rapidly in recent years and is increasingly penetrating into public life.At present,the development of the takeout market is relatively mature in China,since it is different from the traditional catering industry,the factors affecting the sales of merchant s in the traditional catering industry cannot well explain the influencing factors of sales in the takeout industry.Therefore,the merchants still desperately want to know the key points that influencing consumers to make choices in the purchasing process,in order to formulate more effective marketing strategies.Therefore,b ased on the background of the mobile takeout industry,it is of practical significance to explore the influencing factors of sales in the context.This paper takes the takeout platform as the research object,taking ELE.ME as an example,studies the factors affecting sales volume of the takeout platform merchants and their mechanism from the aspects of price promotion,word-of-mouth,and brand.By sorting out relevant research literature and theoretical basis,this paper proposes research hypotheses and model,and conducts research on three levels according to the collected data,specially the impact analysis of three major influencing factors of sales volume,the interaction analysis of three major influencing factors of sales volume,and the moderating effect analysis after the introduction of moderating variables.This paper take the data of the merchants in the top ten takeout cities officially certified by ELE.ME in one day as the research data,and uses SPSS software for data processing and hypotheses verification.The following conclusions are drawn: In the direct effect analysis of three main influencing factors of merchant sales volume,price promotion,word-of-mouth score and brand all have a significant positive impact on sales volume.Overall,brand have the greatest impact on sales volume.In the interaction analysis of price promotion,word-of-mouth score and brand,the interaction of any two factors can have a significant positive impact on sales volume.In the moderating effect analysis,the moderating effect of new business attributes on the relationship between price prom otion,word-of-mouth score and merchant sales volume is significantly negative,but there is no significant moderating effect on the relationship between brand and merchant sales volume.Theoretically,this paper can enrich the research on takeout industry in the marketing field and the research on sales volume in more application scenarios.From the practical point of view,this paper is conductive to the takeout platform merchants to understand more about consumer demand,so as to design more effective pr omotion strategies and enhance comprehensive competitiveness.