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Abstract Online meal ordering is a brand new concept of marketing, which generated with the rapid development of network economy and electronic business. The starting point is even more attractive to consumers to complete the meal ordering online. Making the meals reservation online can also make the sellers’ and consumers’ online translation convenient and fast, meanwhile, both sellers and buyers will be satisfied with this. Although there are many problems of order meals online, this way of consumption conforms to fast and convenient lifestyle that people seek in the current society, so it is popular among young consumer groups. Undergraduate consumer group is an important part of young consumer groups, they are the consumers who lead the fashion and the tidal current in the future, and they are easy to accept the new business activities online. So the consumers’ network shopping behavior draws many scholars’ attention.28805
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The current research is mainly based on the influencing factors of online purchase intention. Studies exploring the influences and related factors of purchase intention in online meal ordering are limited. It is necessary to analyze the college students’ behaviors of ordering meals online in Jiangsu Normal University, for it can offer more targeted marketing suggestions. Based on previous study about online purchase intention, a questionnaire is designed to survey about the impacts of “hungry” on college students in Jiangsu Normal University in order to discuss college students’ purchase intention of online meal ordering and its influencing factors.
Through an empirical research, the conclusions come as follows: Firstly, the acceptability of online meal ordering among college students is comparatively high. At the same time, the process of online meal ordering system is understood and used with high frequency among college students. The majority of college students have high purchase intention while most of them worry about food safety problems. Secondly, Internal and external factors have impact on students’ purchase intention. Among these influencing factors, operating performance of websites, payment environment, personal information security and store service level have significant effects on consumers' willingness to order meals online, while operating performance of websites and store service level have the most significant effects. The above conclusions can be used in benefiting catering merchants’ thinking about the consumers’ behavior in online meal ordering, and then help them make targeted marketing activities.
Key Words: Online Meal Ordering Purchase Intention College Students Influencing Factors
摘 要
网络订餐是随着网络经济和电子商务的快速发展而产生的一种崭新的餐饮行业营销观念，其出发点是为了吸引更多的消费者通过网络完成餐饮订购，这样也使消费者和经营者通过网上交易实现便捷服务并达到双方满意。虽然网上订餐存在不少问题，但这种消费方式顺应了当前社会人们追求的快捷和便利的生活方式，所以深受年轻消费群体的欢迎。大学生消费群体作为年轻消费群体的一个重要组成部分，他们是未来引领时尚和潮流消费者，他们对于新型的网络商务活动接受能力非常强，因此，大学生的网络购物行为也引起了广大学者的关注。
当前的研究主要是关于消费者网络购物意愿的影响因素，针对网上订餐系统对大学生网络购买意愿的影响极其相关因素的研究近乎空白。在江苏师范大学对在校大学生的网络订餐行为进行分析是非常有必要的，可以为网络运营商提供更有针对性的营销建议。本文在前人研究消费者网上购物意愿的基础上，设计关于“饿了么”网上订餐系统对江苏师范大学在校在学生的影响的调查问卷，探讨网上订餐中影响大学生购买意愿的因素。