新数字时代下的中小餐饮消费者行为分析

Study on the Effect on Customer's Behavioral Intention in the Context of Mobile Internet Based on Moment of Truth

本文期望通过新数字时代下的某中小型餐饮企业消费者行为进行问卷调查,期望得出新数字时代下消费者行为的特点,探究餐饮消费者关键时刻、体验价值以及行为意向之间的影响关系,尤其创新地将社交媒介接触引入了已有模型中,并对餐饮企业的管理能够提出一定的意见和建议。

this article is expected to focus on the customer behavior under the new Mobile Internet, and hopes to draw the characteristics of the consumers, explores the relationship among the truth of moment in the restaurants, the experience value and the behavioral intention. This article put the social media contact into the existing study model innovatively. Through the questionnaire survey in the restaurant, dimension reduction through factor analysis, and the structural equation model to verify conclusions, this article is expected to put forward some opinions and suggestions about the management of the catering enterprises.