摘要
文中基于理性行为理论(TRA),通过构建理论模型,采取问卷调查方式,利用结构方程模型,分析在O2O外卖模式下影响大学生消费意愿的因素。结果显示:消费者对平台技术水平的期望对消费态度有正向影响,而消费者对商家的期望、消费者对餐品配送的期望对消费态度没有显著影响;突发公共卫生事件对主观规范有负向影响,国家政策对外卖的要求对主观规范有正向影响;消费态度对外卖消费行为有正向影响,但是主观规范对外卖消费行为不具有显著影响。
Based on the Theory of Reasoned Action(TRA),by constructing theoretical model,taking the form of questionnaire survey and using structural equation model,this paper analyzed the influencing factors of college students takeout consumption intention under O2O takeout mode.The results show that consumers expectation of platform technology level has a positive impact on consumer attitude,while consumers expectation of merchants and that of food delivery have no significant impact on consumer attitude;public health emergencies have a negative impact on subjective norms,and the requirements of national policy on takeout have a positive impact on subjective norms;consumer attitude has a positive influence on consumer behavior,but subjective norms have no significant influence on consumer behavior;consumption attitude has a negative impact on subjective norms.
作者
秦琴
李烨
QIN Qin;LI Ye(School of Management,Guizhou University,Guiyang 550000,China)
出处
《物流工程与管理》
2023年第5期143-147,共5页
Logistics Engineering and Management
