Analysis of Influencing Factors of Repeated Consumption by Users of Takeaway Platforms in O2O Mode

Abstract

With the rise of the O2O model, online meal ordering consumption has been widely accepted by young consumer groups. However, some users rarely consume again after the initial consumption. Therefore, how to attract such users to repeat consumption has become an urgent problem for the platform. Therefore, this research takes college students who have consumed on the "ele.me" platform as the object, combines perception theory and technology acceptance model to propose this research hypothesis, and uses structural equation model and its correction method to conduct empirical testing and in-depth analysis of the research hypothesis. The conclusion is that perceived usefulness, perceived preference, perceived ease of use, perceived interactivity, and perceived serviceability have obvious positive effects on consumers' repeated consumption behavior. Based on the results obtained, corresponding suggestions are made to the "ele.me" platform.