功利价值视角下外卖平台用户购买意愿研究

Researching on Purchasing Intention of Users of Takeaway Platform from the Perspective of Utilitarian Value

针对平台用户粘性不足问题,以外卖平台为背景,基于S-O-R理论构建功利价值、平台依恋和持续使用意图之间的结构方程模型(SEM)。根据依恋理论搭建平台依恋,功利价值作为其前因变量,研究功利价值通过平台依恋对外卖平台用户持续使用意图产生作用的影响机制。通过问卷调查实证研究,基于SEM模型及相关工具检验。研究结果表明,功利价值三个层面即服务便利性、配送及时性和价格感知均正向影响平台依恋,平台依恋正向影响持续使用意图。建议平台企业以功利价值为切入点,加强与用户之间的情感联结,使用户产生持续使用意图。

A structural equation model(SEM)between utilitarian value,platform attachment and continuous use intention was constructed based on S-O-R theory to solve the problem of low stickiness of platform users.The construct of platform attachment was developed based upon attachment theory and utilitarian value was proposed as the antecedent variable of platform attachment.The model reveals the influencing mechanism how utilitarian values have positive impacts on continuous use intention through platform attachment.The questionnaire survey method was adopted for empirical research and constructed a structural equation model to test the model.The results show that the three aspects of utilitarian value,namely service convenience,delivery timeliness and price perception respectively,have a positive effect on platform attachment,which in turn positively affects continuance use intention.In order to promote users′continuous use intentions,the platform enterprises could strengthen the emotional bond with users via offering more utilitarian values to their users.