Research on the influence of customer perceived value on consumption behavior under catering O2O model

餐饮O2O 模式下顾客感知价值对消费行为的影响研究

Name: Wu Yinye

LCSH: Consumer satisfaction

LCSH: Customer services

LCSH: Behavioral intention

LCSH: Consumption (economics)

Abstract: After entering China, catering O2O has become the largest industry collection of a single volume in a short time, attracting the attention of many scholars. However, at present, most academic circles only study consumption behavior of O2O or groupbuying O2O, and lack of research on the whole consumption pattern. Therefore, takes catering O2O as a whole study and combines take-out and group buying to explore the internal mechanism between customers' perceived value and behavioral intention. Based on consumer behavior theory and expectation confirmation theory, this paper introduces customer satisfaction and O2O involvement as mediating and moderating variables. This divides customer perceived value into five value dimensions of result, procedure, emotion, service, and society. A research model of catering O2O customer perceived value on behavioral intention is constructed, and a research hypothesis is formed according to the model. The results show that customer perceived value and its five dimensions not only have a direct significant impact on behavioral intention, but also have an indirect significant impact on behavioral intention through customer satisfaction, which empirically validates the dual impact of customer perceived value. Secondly, customer satisfaction plays an intermediary role between customer perceived value and behavioral intention. Thirdly, O2O involvement plays a moderating role between result value, program value, service value and behavioral intention respectively.

Abstract: 餐饮O2O 进入中国后，在短时间内成为了单一体量最大的行业集合，吸引 了众多学者的关注。然而，目前学术界大多只对外卖O2O 或团购O2O 进行消费 行为研究，缺少对整个消费模式的研究。因此，将餐饮O2O 作为研究整体，结 合外卖和团购两方面，探讨顾客感知价值与行为意向之间的内在作用机理。 基于消费者行为理论和期望确认理论，本文引入顾客满意和O2O 涉入度作 为中介和调节变量，将顾客感知价值划分为结果、程序、情感、服务和社会五 大价值维度。构建了餐饮O2O 顾客感知价值对行为意向的研究模型，并根据模 型形成研究假设。 研究结果表明了：顾客感知价值及其五大维度不仅直接对行为意向产生显 著影响，还通过顾客满意间接对行为意向产生显著影响，实证验证了顾客感知 价值具有双重影响。第二，顾客满意在顾客感知价值和行为意向之间起中介作 用。第三，O2O 涉入度分别在结果价值、程序价值、服务价值和行为意向之间 起调节作用。

Rangsit University. Rangsit University Library

Address: Pathum Thani

Email: rattanapornn@rsu.ac.th

Name: Yang Shuchen

Role: Advisor

Created: 2023

Modified: 2567-04-29

Issued: 2024-04-29

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Management

Grantor: Rangsit University

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