Research on the influence of customer perceived value on consumption behavior under catering O2O model

Abstract

After entering China, catering O2O has become the largest industry collection of a single volume in a short time, attracting the attention of many scholars. However, at present, most academic circles only study consumption behavior of O2O or groupbuying O2O, and lack of research on the whole consumption pattern. Therefore, takes catering O2O as a whole study and combines take-out and group buying to explore the internal mechanism between customers' perceived value and behavioral intention. Based on consumer behavior theory and expectation confirmation theory, this paper introduces customer satisfaction and O2O involvement as mediating and moderating variables. This divides customer perceived value into five value dimensions of result, procedure, emotion, service, and society. A research model of catering O2O customer perceived value on behavioral intention is constructed, and a research hypothesis is formed according to the model. The results show that customer perceived value and its five dimensions not only have a direct significant impact on behavioral intention, but also have an indirect significant impact on behavioral intention through customer satisfaction, which empirically validates the dual impact of customer perceived value. Secondly, customer satisfaction plays an intermediary role between customer perceived value and behavioral intention. Thirdly, O2O involvement plays a moderating role between result value, program value, service value and behavioral intention respectively.