摘要
III
摘要
随着移动互联网、大数据技术的不断发展，互联网浪潮不断影响传统
餐饮企业，“互联网+餐饮”已覆盖半成品餐饮、餐饮企业服务管理、网络
订餐和互动分享全流程服务。餐饮O2O作为高频次服务领域，近几年来一
直保持较高的增长势头，在这一基础上，外卖O2O高速发展，外卖O2O
平台涌现，餐饮外卖市场的规模保持较高的增长速度

然而，我国外卖O2O市场起步晚、发展快，在运营和扩张等方面出现
粗放补贴、黑餐户、平台资金链断裂等诸多问题，盈利模式尚未成熟。面
对利润空间紧缩、同质化竞争严重的局面，如何提高平台顾客忠诚度则成
为外卖O2O平台需要思考和解决的问题

文章通过对O2O电子商务模式的分析以及前人研究成果的整理，结合
我国外卖O2O平台的特性，从顾客信任、在线平台特性、线下商家服务质
量、顾客满意、转换成本五个方面，构建出外卖O2O平台顾客忠诚度测量
模型。采用问卷调查方式收集数据，通过频数分析、信度检验、效度检验
等基本统计分析，运用AMOS20.0检验外卖O2O平台顾客忠诚度的结构方
程模型，探究外卖O2O平台顾客忠诚度相关影响因素及其作用机制

研究结果表明：
（1）外卖订餐前的顾客信任对于吸引和留住顾客至关重要，顾客信任
能够直接影响外卖O2O平台顾客忠诚度，也能同在线平台特性、线下商家
服务质量一起，以顾客满意度为中介变量，间接作用于顾客忠诚度；
（2）基于外卖O2O模式特点，在线平台特性、线下商家服务质量显
得尤为重要，二者直接作用于顾客满意度，从而间接影响顾客忠诚度

（3）顾客满意度是外卖O2O平台顾客忠诚度最主要的影响因素，转
换成本与顾客忠诚度正相关

研究结论较为全面地反映了各影响因素及其作用机制，对我国外卖
O2O平台的稳健发展具有一定的参考价值

关键词：外卖O2O平台；顾客忠诚度；影响因素；结构方程模型
Abstract
IV
ABSTRACT
WiththerapiddevelopmentofmobileInternetandbigdatatechnology,the
traditionalcateringenterpriseshavebeeninfluencedbytheInternet.Internetplus
foodhascoveredsemi-finishedproductscatering,cateringbusinessservice
management,networkorderingandinteractivesharingservices.Asoneofthe
servicewhichhasahighusagefrequency,O2Ocateringserviceshasmaintaineda
highgrowthmomentuminrecentyears,onthisbasis,takeawayO2Ostartedits
high-speeddevelopment,thusmoreandmoreO2Ofooddeliveryplatformemerged,
andtakeawaymarketmaintainsarelativelyhighgrowthrate.
However,thestartofChineseO2Ofooddeliverymarketisrelativelylatebut
hasarapid.Therearemanyproblemscometoourconsideration,suchasextensive
expansionintheoperationandexpansion,theblackhouseholds,andthebreakof
platforms’funding.Aswecansee,theprofitmodelisnotyetmatureinChina.Inthe
faceoftightprofitmarginsandhomogenizationofseriouscompetitionsituation,
howtoimprovetheseplatforms’customerloyaltyhasalreadybecomeaserious
problemwhichO2Ofooddeliveryplatformsneedtoconsiderandsolve.
BasedontheanalysisofO2Oelectroniccommercepatternandtheresultsof
previousresearchofconsolidation,wegotourconclusionscombinedwiththe
characteristicsofChineseO2Ofooddeliveryplatforms,fromfiveaspectsincluding
customertrust,onlineplatforms,offlinebusinessservicequality,customer
satisfaction,switchingcostfiveaspects,toconstructtheO2Ofooddelivery
platformsCustomerLoyaltyMeasurementmodel.Bymeansofquestionnairesurvey
tocollectdata,throughtheanalysisoffrequencyanalysis,reliabilitytestandvalidity
testofbasicstatistics,AMOS20.0hasbeenusedtotestO2Ofooddeliveryplatforms
modelofcustomerloyalty,exploretherelatedeffectsofO2Ofooddelivery
platformsandthemechanismofcustomerloyalty.
Theresultshowsthat:
(1)Thecustomertrustoftakeawayconsumerisveryimportantinattractingand
retainingcustomers.CustomertrustcandirectlyaffecttheO2Ofooddelivery
Abstract
V
platforms’customerloyalty,andonlineplatformsandofflinebusinessservicequality
canalsoasawholeputanindirecteffectoncustomerloyalty,withcustomer
satisfactionastheintermediaryvariable;
(2)BasedonthecharacteristicsofO2Ofooddeliverymodel,thecharacteristics
ofonlineplatformsandtheservicequalityofofflineenterprisesareveryimportant,
whichwillhaveadirectaffectonthecustomersatisfaction,andindirectlyaffectsthe
customerloyalty.
(3)customersatisfactionisthemostimportantinfluencingfactorofcustomer
loyalty,andtheswitchingcostispositivelyrelatedtocustomerloyalty.
Theresultsofthisstudyreflectthevariousfactorsinfluencingcustomer
loyaltyandtheirmechanism,whichwillhavecertainreferencevalueforthesteady
developmentofO2Oplatform.
KeyWords:O2Ofooddelivery;customerloyalty;influentialfactors;structural
equationmodel
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