Research on the Influence of O2O Take-out Chinese User Satisfaction on Continuous Intention : The Moderating Effect of User Habit

Liu, Wen; 国际创业学科, 群山大学; Kang, Taewon

doi:10.20288/jcs.2018.21.3.101

Cited by 3 publications

(5 citation statements)

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Section: Resultssupporting

confidence: 87%

“…The influence of occupation on PS and TS is similar to that of age. The behavior of different consumers on the O2O online takeout platform varies, with white-collar workers and college students being the main consumers, which is consistent with the findings reported by Liu et al (2018). Furthermore, educational level, food expenditure, and takeout frequency all have a positive effect on PS and TS, and as the level of education increases, the sensitivity of consumers to price and time also increases.…”

Section: Relationship Between Information Characteristics Of Customer...supporting

confidence: 83%

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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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Section: Resultssupporting

confidence: 87%

Section: Relationship Between Information Characteristics Of Customer...supporting

confidence: 83%

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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“…Third, the take-out big data platform promotes the transparency of the supply chain, which is conducive to establishing and improving customers' trust. Fourth, the overall running of the city can be clearly understood by analyzing the take-out dataset [66].…”

Section: Take-out Servicementioning

confidence: 99%

Application Research: Big Data in Food Industry

Ding

Wang³

et al. 2021

Foods

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A huge amount of data is being produced in the food industry, but the application of big data—regulatory, food enterprise, and food-related media data—is still in its infancy. Each data source has the potential to develop the food industry, and big data has broad application prospects in areas like social co-governance, exploit of consumption markets, quantitative production, new dishes, take-out services, precise nutrition and health management. However, there are urgent problems in technology, health and sustainable development that need to be solved to enable the application of big data to the food industry.

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“…In recent years, the food ordering industry (e.g., takeout industry) in China has developed rapidly. The market scale of online-to-offline food industry increased from USD 3.4 billion in 2011 to USD 32.5 billion in 2017, and the customers of such industry increased from 114 million in 2015 to 343 million in 2017 in China, which was more than 1/5 of the Chinese population [1, 2]. Food ordering has become routine for many Chinese young people, among whom white-collar workers and college students have become the main consumers of the online food ordering platforms [1].…”

Section: Introductionmentioning

confidence: 99%

“…The market scale of online-to-offline food industry increased from USD 3.4 billion in 2011 to USD 32.5 billion in 2017, and the customers of such industry increased from 114 million in 2015 to 343 million in 2017 in China, which was more than 1/5 of the Chinese population [1, 2]. Food ordering has become routine for many Chinese young people, among whom white-collar workers and college students have become the main consumers of the online food ordering platforms [1]. The growing trend of food ordering offers great opportunities for improving food accessibility and accommodation in China while, on the other hand, posing inevitable challenges to the whole public health system and social environment in China [2, 3].…”

Section: Introductionmentioning

confidence: 99%

Impacts of COVID-19 Lockdown on Food Ordering Patterns among Youths in China: The COVID-19 Impact on Lifestyle Change Survey

Chen

Guo

et al. 2022

Obes Facts

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Introduction: Limited studies have focused on how the COVID-19 outbreak and thereby lockdown had affected the youth’s food ordering patterns, which was associated with their dietary behaviors and could have longer term impacts on their later-life health status if the trend persists. This study aimed to evaluate changes in food ordering patterns among youths in China after the COVID-19 outbreak. Methods: The data were obtained from a national retrospective survey (COINLICS) conducted in early May 2020 via social media platforms in China among more than 10,000 youth participants at 3 educational levels. Participants reported their basic sociodemographic characteristics, weight status, and lifestyles including food ordering patterns. We described and compared their weight status and food ordering patterns before COVID-19 (January) and under lockdown (February). Results: We observed significant changes in youths’ weight status and food ordering patterns under lockdown. A significant increase was observed in the prevalence of overweight/obesity (13.5%–17.0%) and obesity (8.7–10.8%), which varied by sex and educational level. Overall, the average weekly frequency of food ordering among the Chinese students had declined, with the largest decrease seen among graduate students, followed by undergraduate and high/vocational school students. Regardless of types of food, the percentage of participating youths who started ordering under lockdown was all lower than that of youths who stopped ordering. Among those who had still ordered foods under lockdown, a larger percentage of female than male high/vocational school students ordered barbecue/grill and cakes/pastries; no significant differences were found across the educational levels. Conclusion: The participating youths’ food ordering patterns had significantly changed during the COVID-19 lockdown, with heterogeneities observed to different extents between sexes and across educational levels. Our findings would inform policy makers and health professionals of these changes in time, for better policy making and public health practice.

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Research on the Influence of O2O Take-out Chinese User Satisfaction on Continuous Intention : The Moderating Effect of User Habit

Cited by 3 publications

References 0 publications

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?

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?

Application Research: Big Data in Food Industry

Impacts of COVID-19 Lockdown on Food Ordering Patterns among Youths in China: The COVID-19 Impact on Lifestyle Change Survey

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