O2O餐饮模式的发展和人们生活水平的提升，使得在线订餐（即，线上下单， 线下实体店消费）成为人们重要的就餐方式选择，然而由于消费者在线选择时无 法直接接触和感受餐厅餐品及就餐环境，致使决策难度增加。消费者与在线订餐 平台商家之间存在强烈的信息不对称，因此外部线索会成为消费者决策的重要依 据。味道和环境评分是在线订餐平台中两个重要且独特的信息线索，且已有一些 针对性的研究。然而，关于二者对消费者购买意愿的影响路径及二者共同作用的 研究相对较少，尤其是对味道和环境评分影响决策的重要程度及影响的机理有待 系统分析。 为解决本文的研究问题，本文基于线索利用理论和线索一致性理论设计两个 实验。将传统的行为研究方法（问卷调查）与ERP实验的认知神经科学研究方法 相结合，有效避免传统研究方法的缺陷，使得研究结论更客观、科学。 在研究一中，通过收集消费者决策的主观数据对味道和环境评分信息影响消 费者在线订餐的机理进行研究分析。研究表明，味道和环境评分会经由特定路径 影响消费者的订餐行为意愿，二者共同影响消费者的感知收益、感知信任和感知 风险，且对消费者购买意愿均有显著影响。研究二在研究一的基础上，从神经科 学层面运用事件相关电位（ERP）方法，深入探索味道和环境评分信息影响下的消 费者大脑活动的加工进程和认知机制。研究表明，消费者基于味道和环境评分进 行决策会诱发与决策相关的P2、N2、P3成分，这些成分有效测量消费者的收益、 风险、信任感知程度。线索不一致时消费者需要投入更多的认知努力，决策风险 和难度较大，决策信心要远低于线索一致的情境，且反应时数据也为此提供了依 据。消费者决策时会优先关注味道评分信息，而随着决策的深入会综合考虑环境 评分信息，影响最终决策。P2、N2、P3成分的波幅变化反应了消费者决策认知活 动的不同阶段（决策早期、中期、后期），表明消费者在认知的不同阶段对味道 和环境评分线索的加工程度不同。 本研究从消费者主观行为和客观生理角度，深入研究味道和环境信息线索对 消费者在线订餐行为的影响，丰富了在线订餐消费者行为领域的研究。研究结果 对帮助消费者有效利用外部信息线索进行决策，引导在线订餐平台开展合理的经 营管理，促进在线商家提升关键信息评分提高收益方面具有一定的实践意义。 关键词：味道评分；环境评分；在线订餐；线索利用理论；效价框架；ERP III ABSTRACT WiththedevelopmentofO2Ocateringmodelandtheimprovementofpeople'sliving standard,onlineordering(i.e.,placingordersonlineandconsuminginphysicalstores) hasbecomeanimportantdiningwaychoiceforpeople.However,sinceconsumers cannotdirectlycontactandfeelthefoodanddiningenvironmentofrestaurantswhen makingonlinechoices,decision-makingbecomesmoredifficult.Thereisastrong informationasymmetrybetweenconsumersande-commercestores,soexternalcues willbecomeanimportantbasisforconsumerdecision-making.Tasteandenvironmental scoresaretwoimportantanduniqueinformationcuesinonlineorderingplatforms,and therehavebeensometargetedstudies.However,therearerelativelyfewstudiesonthe pathandinteractionoftheinfluenceoftasteandenvironmentscoreonconsumers' purchaseintention,especiallytheimportancedegreeandthemechanismofthe influenceoftasteandenvironmentscoreondecision-makingneedtobeanalyzed systematically. Basedonthetheoryofcueutilizationandthetheoryofcueconsistency,twostagesof researcharedesignedinthispaper.Bycombiningthetraditionalbehavioralresearch method(questionnairesurvey)withthecognitiveneuroscienceresearchmethodofERP experiment,thedefectsofthetraditionalresearchmethodareeffectivelyavoided,and theresearchconclusionismoreobjectiveandscientific. Inthefirststudy,bycollectingthesubjectivedataofconsumers'decision-making,the mechanismoftheinfluenceoftasteandenvironmentalscoreinformationonconsumers' onlineorderingwasstudiedandanalyzed.Researchshowsthattasteandenvironment scorejointlyaffectconsumers'perceivedreturn,perceivedtrustandperceivedrisk,and perceivedreturn,perceivedtrustandperceivedriskhavesignificanteffectson consumers'purchaseintention. Onthebasisofthefirststudy,objectivephysiologicaldataofdecisionmakerswere collectedbysimplifyingandsimulatingtheERPexperimentofonlineorderingweb design,andthecognitivemechanisminthedecision-makingprocessofconsumerswas deeplyexploredfromthephysiologicallevel.Studieshaveshownthatconsumers makingdecisionsbasedontasteandenvironmentalscoresinducecomponentsofP2,N2, andP3relatedtodecision-making,whicheffectivelymeasureconsumers'perceived benefits,risks,andtrust.Whenthecuesareinconsistent,consumersneedtoinvestmore cognitiveefforts,andthedecision-makingrisksanddifficultiesaregreater.The IV decision-makingconfidenceisfarlowerthanthatinthecontextofconsistentclues,and theresponsetimedataalsoprovidesabasisforthis.Whenconsumersmakedecisions, theywillgiveprioritytothetastescoreinformation,andwiththedeepeningofthe decision,theywillcomprehensivelyconsidertheenvironmentalscoreinformation, whichwillaffectthefinaldecision.TheamplitudechangesofcomponentsP2,N2and P3reflectthedifferentstages(early,middleandlatestagesofdecision-making)of consumers'cognitiveactivities,indicatingthatconsumershavedifferentprocessing degreesoftasteandenvironmentalscoringcuesindifferentstagesofcognition. Fromtheperspectiveofconsumers'subjectivebehaviorandobjectivephysiology, thisstudydeeplystudiedtheinfluenceoftasteandenvironmentalinformationclueson consumers'onlineorderingbehavior,whichenrichedtheresearchinthefieldofonline orderingconsumerbehavior.Theresultsofthisstudyareofpracticalsignificancein helpingconsumersmakedecisionsbyeffectivelyutilizingexternalinformationclues, guidingonlineorderingplatformstocarryoutreasonableoperationandmanagement, andpromotingonlinemerchantstoimprovekeyinformationscoresandincreaseprofits. KEYWORDS:Tasterating;Environmentalrating;Onlineordering;Cueutilization theory;ValanceFramework;ERP V 目录 第一章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究问题.............................................................................................................2 1.3研究目的和意义.................................................................................................3 1.4研究方法和技术路线.........................................................................................4 1.4.1研究方法....................................................................................................4 1.4.2技术路线...................................................................................................5 1.5可能的创新点.....................................................................................................7 第二章相关理论与文献综述.........................................................................................8 2.1线索利用理论及线索一致性理论.....................................................................8 2.1.1线索利用理论Cueutilizationtheory.......................................................8 2.1.2线索一致性理论.......................................................................................9 2.2餐饮行业消费行为的相关研究综述.................................................................9 2.2.1传统餐饮背景下消费者购买行为研究...................................................9 2.2.2O2O餐饮模式下消费者在线订餐购买意愿研究.................................10 2.2.3味道和就餐环境影响消费者购买意愿的研究.....................................11 2.3神经营销学........................................................................................................11 2.3.1神经营销学及常用工具.........................................................................11 2.3.2基于神经营销学相关技术的在线消费者行为研究.............................13 2.4事件相关电位（ERP）技术及相关ERP成分...............................................14 2.4.1ERP技术介绍..........................................................................................14 2.4.2消费行为相关的ERP成分....................................................................15 2.5本章小结...........................................................................................................17 第三章研究模型构建与假设提出...............................................................................18 3.1机理分析与模型构建...