O2O外卖价格促销策略对消费者购买意愿的影响研究

Research on the Influence of O2O Take-out Promotion Strategy on Consumers’Purchase Intention

O2O外卖行业如何通过差异化促销策略提升用户体验、提高购买意愿,是O2O外卖平台和餐饮商家十分关注的问题。O2O外卖常见的价格促销方式有13种,本文将其梳理归纳为三类促销策略:优惠券类、折扣类和附加服务费优惠类。基于刺激-机体-反应模型(SOR模型),引入感知促销价值因素,建立O2O外卖价格促销策略对消费者购买意愿影响机制的理论模型;通过问卷星在线收集567份样本数据并进行结构方程模型分析,针对不同价格促销策略对潜在消费者购买意愿的影响路径和作用机制进行实证检验,并验证感知促销利益和感知促销成本的中介效应。研究结果表明,在三类价格促销策略中,优惠券类促销策略对潜在消费者购买意愿的影响最大;附加服务费优惠类促销策略对于O2O外卖消费者的购买意愿影响不大;与优惠券类促销策略直接促使消费者做出购买决策不同,折扣类促销策略下消费者需要对感知促销成本和感知促销利益进行权衡后做出最终购买决策。研究结论为O2O外卖平台和餐饮商家改进现有促销策略提供理论依据和参考。

In the post-epidemic era,how the O2O take-out industry can improve user experience and increase purchase willingness through differentiated promotion strategies is a problem that O2O take-out platform and catering businesses are very concerned about.This study focuses on the mechanism of O2O take-out price promotion strategy.The 13 common price promotion methods of O2O take-out are categorized into three types of promotion strategies:coupons,discounts,and additional service fee discounts.Based on the Stimulus-Organism-Response model(SOR model),we introduce the perceived promotion value factor,according to the logic line of price promotion strategy-perceived value-purchase intention,the theoretical model of the influence mechanism of O2O take-out price promotion strategy on consumers'purchase intention is established.We collect 567 valid sample data through online questionnaire survey for statistical analysis,and use structural equation modelfor hypotheses testing.This paper empirically tests the influence path and mechanism of O2O take-out promotion strategies with different prices on potential consumers'purchase intention,and verifies the intermediary effect of the perceived promotion benefit and the perceived promotion cost.The empirical results show that among the three types of price promotion strategies,the coupon promotion strategy has the greatest impact on the purchase intention of potential consumers;The discount strategy of additional service fee has little effect on the purchase intention of O2O take-out consumers;What’s more,under the discount strategy,consumers need to make a final purchase decision after weighing the perceived promotion cost and the perceived promotion benefit,it is different from the coupon strategy that directly prompts O2O take-out consumers to make purchase decisions.This study not only provides a theoretical framework for the mechanism of O2O take-out price promotion strategy,but also expands the application of promotion theory,perceived value theory and SOR model in some emerging fields.The research conclusions provide theoretical basis and practical guidance for O2O take-out platforms and catering businesses to design and improve their existing promotion strategies and enhance consumers'purchasing willingness.