Quality Effort Strategy of O2O Takeout Service Supply Chain under Three Operation Modes

Xing, Peng; Yao, Junzhu; Wang, Meixia

doi:10.1155/2022/8177186

Cited by 11 publications

(7 citation statements)

References 43 publications

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“…Then, based on the analysis of several exogenous variables, it is found that the sensitivity coefficients of consumers to the platform and restaurant's service levels are positively correlated with restaurant retail prices, group purchase prices, two service levels, and restaurant and platform profits, while the cost coefficients of the platform and restaurant's service levels are negatively correlated with these variables. More importantly, there is a significant positive correlation between the maximum profit of a restaurant and the number of new potential consumers attracted by each model, which is consistent with Xing et al's [45] research results.…”

Section: Discussionsupporting

confidence: 88%

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Dai,

Ma,

Zhao

et al. 2023

Systems

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After the COVID-19 pandemic has subsided, the catering industry has returned to its previous thriving scene. Many restaurants have launched group buying services and collaborate with third-party online platforms to attract more customers. For the optimal decisions and maximum profits of restaurants and online platforms, a two-layer supply chain model is designed to investigate and study the price strategies and service strategies. Considering the service levels of restaurants and platforms, we construct the mathematical expressions of the offline retail model, online retail model, and online group buying model, respectively, and solve the game equilibrium. The results are shown as follows: (1) With cooperation between the restaurant and platform, both the restaurant and platform can obtain their maximum profits when they apply optimal pricing strategies. (2) The optimal pricing strategies of the restaurant are influenced by the sensitivity coefficients of customers to the restaurant and platform’s service levels, and the cost coefficients of the restaurant and platform’s service levels. (3) The maximum profit of the restaurant is directly proportional to the number of new potential consumers who are attracted. The more potential consumers who are attracted, the higher the profit the restaurant earns. The research results provide a reference for restaurants and platforms to formulate price strategies and service strategies, to help restaurants and platforms achieve more profits.

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Section: Discussionsupporting

confidence: 88%

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Dai,

Ma,

Zhao

et al. 2023

Systems

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“…The prices of products in both online and offline modes must be same, to improve customer loyalty. This is in accordance with the results of previous studies (Xing et al, 2022).…”

Section: Relationship Of Latent Variables and Pisupporting

confidence: 94%

How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

Cao,

Wang

2024

BFJ

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PurposeThe purpose of this study is to test the impact of time and price sensitivity on consumer satisfaction and purchase intention on online-to-offline (O2O) takeout platforms and explore the moderating effect of purchase preference on time sensitivity and satisfaction, as well as price sensitivity and satisfaction, in order to guide market pricing.Design/methodology/approachA structural equation model (SEM) of customer purchase intention was constructed, and the relationships between the variables (time sensitivity, price sensitivity, satisfaction and purchase intention) were examined. The completed questionnaires of 349 respondents were collected from the Questionnaire Star platform in China. The research model and hypotheses were then tested. Analytic hierarchy procedure was used to determine the moderating effect of purchase preference. Finally, the study proposes a pricing strategy for customer-active selective services.FindingsSatisfaction positively influences purchase intention, and price sensitivity significantly increases satisfaction and further increases purchase intention; however, time sensitivity negatively affects satisfaction. Specifically, purchase preference has strongly moderated the relationship between time, price sensitivity and satisfaction. In addition, the findings show that when purchase preference is high, the effect of price sensitivity on satisfaction is stronger, suggesting the importance of purchase preference in strengthening purchase intentions. The research work recommends a pricing strategy involving value-added pricing primarily for time-sensitive customers, which can help build a high-end brand image and reduce price competition. Reduced pricing is mainly for price-sensitive customers, which is conducive to stimulating consumption within a specific time. This pricing strategy is important for adjusting market sensitivity and flexibility.Originality/valueThis research provides new ideas for related disciplines and guidance for the differentiated pricing and promotion of takeout platforms, as well as a theoretical basis for the diversified development of takeout platforms, improvement of personalized service quality and enhancement of customer stickiness. This study fills gaps in the existing literature on the moderating effect of purchase preference on time sensitivity and satisfaction and price sensitivity and satisfaction.

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“…Therefore, when the income of dishonest transactions is greater than the income of honest transactions, it will gradually evolve into a dishonest behavior strategy. Based on the characteristics of the current existing trading model of live banding [3,8,30], the single-stage game payoff matrix of the participation of the live banding subjects in phase 1 trading, without the dynamic credit index mechanism, is established as shown in Table 1.…”

Section: Single-stage Game Matrix Of Subjects Under Credit Index Mech...mentioning

confidence: 99%

“…Many scholars have considered industry regulation and regulatory governance as the starting point, expounding the necessity of adjusting governance measures and innovating regulatory mechanisms to promote the sustainable development of the live e-commerce industry [4][5][6][7]. From the perspective of analyzing the behavior characteristics of transaction subjects, Peng Xing [8] studied the relationship between the anchor commission ratio, the platform commission ratio, and the anchor and platform service quality efforts. Other scholars have studied the impact of the characteristics of the anchor with goods on consumers' purchase intentions, such as Lu Meng [9], Li [10], Fengjun Liu [11], and Nan Yang [12], etc.…”

Section: Introductionmentioning

confidence: 99%

Analysis of the Transaction Behavior of Live Broadcasters with Goods Based on the Multi-Stage Game under Dynamic Credit Index

2023

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In the live streaming transactions, the subject’s trading breach of trust frequently appears, which affects the healthy development of the industry. Therefore, from the perspective of internal supervision and governance, aiming at the interest relationship, behavior strategy, and game relationship between the live platform and the anchor and brand, this paper constructs a multi-stage honest transaction game model of the three behavior strategies, establishes a dynamic credit index mechanism, proposes a complaint compensation and cost-sharing strategy for breach of trust based on the change in dynamic credit index, and explores the influence of relevant parameters on the trading strategies of subjects. The research found that the internal penalty factor and the weight of dishonesty cost sharing can effectively restrain the behavior of transaction subjects; and the increase factor of dishonest transaction income is an important factor affecting the choice of behavior strategies of transaction subjects. Coefficients, internal and external penalty coefficients, as well as implementing a governance strategy of parallel rewards and punishments for trading entities, will assist in regulating the behavior of trading subjects.

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Quality Effort Strategy of O2O Takeout Service Supply Chain under Three Operation Modes

Cited by 11 publications

References 43 publications

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

Group Buying Pricing Strategies of O2O Restaurants in Meituan Considering Service Levels

How do purchase preferences moderate the impact of time and price sensitivity on the purchase intention of customers on online-to-offline (O2O) delivery platforms?

Analysis of the Transaction Behavior of Live Broadcasters with Goods Based on the Multi-Stage Game under Dynamic Credit Index

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