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1.2 General Purpose of the Research
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, we can not ignore their purchase intention and buying behavior when they order meals online. However, the current research is mainly based on the influencing factors of online purchase intention. Studies exploring the influences and related factors of college students’ purchase intention in online meal ordering are limited. It’s 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, we design a questionnaire to survey about the impacts of “hungry” on college students in Jiangsu Normal University with the following goals:
Firstly, this paper want to know college students’ understanding and using degree of online meal ordering and whether they have purchase intention towards ordering meals online or not. Secondly, this paper want to have extensive and in-depth discussions about the influencing factors of college students’ purchase intention in online meal ordering. Finally, according to the research results, this paper also put forward some rationalization proposals to consumers, catering enterprises and online meal ordering systems in order to promote rapid development of online meal ordering market.
1.3 Structure of This Paper
Chapter 1 talks about the background and purpose for this topic, then introduces the structure of this paper. Chapter 2 gives several theories for the research of this topic and make a concrete analysis of each theory. Chapter 3 shows methodology of the empirical research. Chapter 4 presents research results and the discussion of the results. Chapter 5 comes conclusions of this paper, including suggestions for online meal ordering, and research limitations of this paper.
Chapter Two Literature Review
2.1 Definition of online meal ordering
According to Yang Suyan, online meal ordering is the further application of online shopping. It refers to a new network ordering form that the users can achieve their catering food leisurely on the Internet without leaving home. There are several domestic online meal ordering services, including online ordering, online payment, cash on delivery and so on. (Yang, 2008, p.63)
2.2 Definition of Purchase Intention
Based on the study achievements of Everard and Galletta, whether consumers take specific actions to certain objects or not is determined by people’s willingness. It is a specific way to determine the direction and quality of the action. (Everard, & Galletta, 2008, p.58)
Purchase intention is one of the consumer intention and several scholars studied on consumer purchase intention. Liu and Arnett believe that purchase intention refers to the subjective probability or possibility of consumers to buy the designated products or brands. (Liu, & Arnett, 2000, p.23) While Kiely thinks that purchase intention refers to the possibility of buying products. Moreover, according to the study results of Blackwell, purchase intention means consumers’ think of what they want to buy. (Kiely, 1997, p.13)
In summary, it can be seen that the research of purchase intention mainly arrive the same conclusion. Even though they choose different definition expression, scholars basically have a same idea that purchase intention is the content of consumer psychological activity and a kind of incidence of the purchase behavior. This paper will take the definition.
2.3 The Influencing Factors of Online Purchase Intention
Internal and external influencing factors both have impact on online purchase intention.
Through the research, Wu Lijun came to the conclusion that consumer willingness is heavily influenced by personal factors and external factors. (Wu, 2001, p.19) Wang Chong thinks that the internal factors that affect consumers’ online purchase intention include gender, age, education level, income, proficiency of operating network and so on. (Wang, 2007, p.29) At the same time, Xiao Cuijin found that consumer willingness can be influenced by personal factors, psychological factors and power of suppliers. (Xiao, 2009, p.154)