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2. 1. 2 Theoretical research of O2O business mode..4
2. 2 Mode of buyer decision process..6
2. 2. 1 The concept of buyer decision process..6
2. 2. 2 The correlation theories of buyer decision process.7
Chapter Three Empirical Research about Buyer Decision Process under O2O Mode9
3. 1 Research objectives..9
3. 2 Research tools.9
3.2.1 Literature research.9
3.2.2 Questionnaire research.10
3.2.3 Interview research..10
3. 3 Research procedures..11
3.3.1 Questionnaire design11
3.3.2 Questionnaire distribution and collection..11
3.3.3 Data collection 12
Chapter Four Results.13
4. 1 Results of questionnaire13
4. 2 Results of personal interview.15
4. 3 Differences between results and research hypothesis17
Chapter Five Conclusion.18
5. 1 Summary of the research..18
5. 2 Limitations and future studies ..18
5. 3 Suggestions..19
References..20
Appendix.21
Study on the Application of O2O Mode in Takeout Catering in JSNU
Chapter One Introduction
1. 1 Research background
As the saying goes, hunger breeds discontentment. People need to eat no matter when it is. Nowadays, people have more demands for aliment. They would prefer high quality with low price. O2O business mode has made it possible since it costs people less eating at home compared with eating in restaurants. In this way, the restaurants don’t need to rent the high cost place and they don’t need to decorate the room often. Then they also save the money to employ waiters. So they have extra money to recruit senior chefs to strengthen their competitiveness. O2O business mode provides a chance to create a new way in catering with low cost. O2O owns the advantages of more broaden environment and market, faster circulation and lower price and fitting in demands of times (Chen, 2007, p. 24).
Although O2O business mode brings so much convenience and benefits to our daily life and to the restaurant owners, it is not perfect. The O2O mode problems are as follows. First of all, it has a rapid increase in marketing qualities and scales. Therefore we need to establish a good trust mechanism to customers. However, we can’t deny that there are also some bad faith phenomena. Secondly, the promotions of O2O mode in catering are not enough. It still has a lot of limitations. Jiangsu Normal University taken as an example, there are only two major websites provided to students, which are Meituan and Eleme. The third problem is that the quality of employees needs to be improved. In Jiangsu Normal University, most of the restaurants are privately owned. Personal restaurants have high mobility and they have shortages in management and services which are harmful for long lasting development.
Since there are so many advantages and disadvantages in catering of O2O business mode, it is necessary to do some surveys to improve the catering circumstance and to explore more chances for the development of O2O mode.
Based on the above research, some problems have come up. So what are the factors that work when people make decisions to choose O2O business mode? How do the factors influence each other in decision making? Then what could the shop owner do to increase the order? The following discussion will aim at solving these problems.
1. 2 Research significance
“E-commerce is continuing to be a method of choice among consumers” (Jones, & Leonard, 2014, p. 71). O2O business mode, as one type of E-commerce, is also developing fast. Therefore, improving the marketing strategy to strengthen the competition is necessary. Through the research, it aims at finding out the influencing factors which exist in people’s decision making and analyzing the relationships among these factors. In this way, a clear analysis about the influencing factors will be presented. It could be helpful to other people doing research on this topic. It could also provide some suggestions to the shop owners and the O2O mode operators. On one hand, from the research, shop owners could find the competitive factor and avoid the mistakes which are not useful for their shops. On the other hand, the survey also could provide some advises to the operators of O2O business mode. It could improve the development of the mode and promote the economic development.