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Abstract With the development of the Internet, E-commerce has come up rapidly, becoming an important method of doing business. O2O, as one type of E-commerce, springs up like the mushrooms and also has a tremendous effect on our life. It turns up in every aspect in our daily life. Although it brings to us convenience, it also has a lot of deficiencies that need to be improved.33344
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This passage researches the elements which influence people’s online ordering. In order to figure them out, a theory called buyer decision process is cited. Based on this theory, a questionnaire is designed and sent to the college students in JSNU and a personal interview is arranged to a shop owner. In this article, five parts are arranged: the first part mainly introduces the background information and the significance of this topic. The second part is a brief introduction of O2O business mode and the definition of buyer decision process. In the third part, a questionnaire is designed and a personal interview is arranged to analyze the factors which impact on consumers’ decision when they choose O2O business mode. And the fourth part is a presentation of the results of the questionnaire and the interview. The last part in this article is about some limitations and future plans in the later research. And also some suggestions are brought up to the development of O2O business mode in catering.
This paper is trying to offer a comprehensive introduction and analysis of O2O business mode from the perspective of consumers. It would have important significance on the recognition of this new business mode for the sellers and provide them some practical references. This paper also offers some theoretical supports to the study of O2O business mode.
Key words: O2O business mode buyer decision process catering JSNU
摘要随着互联网的快速发展，电子商务也发展迅速，逐渐成为商业贸易的一种重要途径。作为电子商务其中一种的O2O商业模式以雨后春笋般的速度快速出现，对我们的生活带来了重要的影响。它出现在我们生活的方方面面。在我们享受O2O商业模式给我们带来便利的同时，这一模式仍然有许多缺陷需要不断完善。
本篇论文旨在研究当消费者选择网上订餐的时候影响其选择的因素。为了达到这一研究目的，本文引用了消费者购买决策理论。在这一理论的支撑下，我们以江苏师范大学为研究范围，针对该校学生设计了调查问卷以及对该校附近的具有代表性的商家进行了个人访谈。本篇论文主要分为五个部分：第一部分主要介绍这一选题的背景和意义；第二部分主要总结了前人对O2O商业模式的研究以及介绍了消费者购买决策这一理论；第三部分阐述了调查问卷的设计以及个人专访来分析影响消费者购买决策时的因素；第四部分是对调查问卷以及个人专访结果的一个总结；第五部分阐述了本次研究的不足以及未来研究的计划，并对O2O商业模式在餐饮业的发展提出了一些意见及建议。
通过从消费者的角度对O2O商业发展模式进行全面的分析和介绍，这将对商家了解这一新商业模式具有重要意义，也为商家的经营提供了实践参考。同时，也为O2O商业模式的研究提供了理论支撑。
毕业论文关键词：O2O商业模式 消费者购买决策理论 餐饮 江苏师范大学
Contents
Abstracti
摘要..ii
Chapter One Introduction..1
1. 1 Research background ..1
1. 2 Research significance2
1. 3 Research hypothesis..3
Chapter Two Literature Review.4
2. 1 Introduction of O2O..4
2. 1. 1 The concept of O2O business mode4