基于线索利用理论的消费者在线订餐行为研究

Research on Consumers’Online Food Ordering Behavior Based on Cue Utilization Theory

以在线订餐(在线订选餐厅,线下消费体验)为研究背景,基于线索利用理论选取在线订餐平台中味道和环境评分信息作为消费者决策依据,构建消费者感知信任、感知风险及感知收益对购买意愿影响的概念模型,并对277个有效样本进行实证检验。研究结果表明:在线订餐平台展示的味道、环境评分正向影响在线订餐过程中消费者的感知信任、感知收益,进而对消费者最终购买意愿产生正向影响;味道、环境评分负向影响消费者的感知风险,进而负向影响消费者的购买意愿。餐饮经营商应该更加关注顾客消费体验价值的实现,不断提升在线评分从而树立良好的网络口碑,借助大众的舆论力量,提升餐饮商店的知名度,充分发挥O2O餐饮模式的优势作用。

Taking online food ordering(online restaurant reservation,offline consumption experience)as the research background,selecting the taste and environment scoring information in the online ordering platform as the basis for consumers’decision-making based on the cue utilization theory,this paper constructs a conceptual model of consumers’purchase intention in light of their perceived trust,perceived risk and perceived benefits,and conducts the empirical test using 277 valid sample data.The results show that when ordering online,the restaurant’s taste and environment scores positively affect consumers’perceived trust and perceived benefits,and then positively affect consumers’ultimate purchase intention;the restaurant’s taste and environment scores negatively affect consumers’perceived risk,and then negatively affect consumers’online purchase intention.Catering operators should pay more attention to the realization of customer consumption experience value,and continuously improve the online score to establish a good online reputation.With the power of public opinion,it helps to enhance the popularity of catering stores,and give full play to the advantages of O2O catering mode.