Influencing factors of Chongqing consumer sustainable purchase intention on o2o food takeaway based on The SOR model

Name: Zeng Li

keyword: Purchase intention

ThaSH: Consumer behavior -- Purchasing -- Food -- Research

; O2O food takeaway

ThaSH: Consumer behavior -- Sustainable development -- Research

; SOR model

ThaSH: Business Administration -- Research

Abstract: With the continuous introduction and development of online shopping-related businesses such as online payment, shopping search, and honest service, the online food ordering and delivery market maintained rapid growth for improving lifestyles. In developing new food delivery platforms and increasing food delivery, consumers might have respective experiences, perceived value, and satisfaction toward using services. The research results provided corresponding support for the practical application of the sales activities of the food delivery platform and improved ideas for the cooperation decision-making between the food delivery platform and the delivery channel and cultivated the user habits of consumers for the sustainable use of O2O food takeaway based on the SOR model. The purpose of this study was to explore the significant difference in purchase intention of the O2O food takeaway of different control variables (gender, age, education, and monthly disposable income); to examine the influencing mechanism of the Chongqing residents’ purchase intention on O2O food takeaway based on emotional experience, perceived value, and satisfaction, and; to outline feasible suggestions on development strategies for O2O food delivery mechanism through respective influencing factors relating to sustainable consumption. Four hundred and one completed questionnaires of Chongqing consumers were collected through the online WeChat Star software by random sampling in February 2023. The results showed that food buyers’ perception of emotional experience, perceived value, and satisfaction significantly influence the purchase decision of food takeaway consumption. Other influencing dimensions affecting the attitude perception of reputation, information quality, emotional value, social value, perceived value, perceived quality, and expectation confirmation were tested and showed significant impacts, respectively.

North Bangkok University

Address: BANGKOK

Email: library@northbkk.ac.th

Name: Rapassa Roung-onnam

Role: Advisor

Name: Yu Yanyan

Role: Advisor

Created: 2023

Modified: 2025-09-09

Issued: 2025-09-09

วิทยานิพนธ์/Thesis

application/pdf

eng

Spatial: Chongqing

DegreeName: บริหารธุรกิจมหาบัณฑิต

Level: ปริญญาโท

Descipline: การจัดการ

Grantor: มหาวิทยาลัยนอร์ทกรุงเทพ

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