An Empirical Study On The Factors Affecting Consumers' Favorable Comment Intention Of Catering Takeaway O2O Platform

Thanks to the development of Internet technology and the response of the national government,“Internet +” has become a new business model.“Internet + Takeaway” is to use the Internet thinking to transform the catering takeaway industry.In the past few years,from the sides of transaction size,number of users and usage habits,Takeaway O2 O has become an emerging industry,once became the darling of the capital market.But behind the brutal growth,Takeaway O2 O is also facing food hygiene,homogenization competition,low gross profit margins of merchants,and what to do with O2 O after barbaric growth in the future becomes a concern of the whole industry.In view of this,this study took favorable comment intention of Takeaway O2 O Consumer as the starting point.By reading a large number of domestic and foreign literature and combined with the actual situation of the Takeaway O2 O industry,we built an empirical research model.This model is based on the classic ACSI(American Consumer Satisfaction Index Model).For example,the Perceived Quality is divided into two dimensions,namely Platform-aware Quality and Merchant Perceived Quality,which adds External Rewards to this new variable,while deleting the Customer Expectation of this variable,makes the whole model more in line with Takeaway O2 O,and proposes nine assumptions based on the model.Through the questionnaire survey,SPSS software was used for reliability and exploratory factor analysis,and Amos software was used for confirmatory factor analysis and structural equation path analysis.In the empirical results,8 hypotheses of 9 hypotheses have been verified,and this paper also explains the hypotheses that have not passed.Finally,this paper proposes operation suggestions based on the empirical results of the sale of O2 O,in order to promote the healthy and orderly development of the Takeaway O2 O industry in the future.