基于商家视角的O2O火锅餐饮消费满意度影响因素研究
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Study on the Factors Influencing Consumption Satisfaction of O2O Hot Pot Catering from the Perspective of Merchants
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    摘要:

    为研究O2O(线上到线下)火锅餐饮消费满意度问题,在对相关文献进行梳理的基础上,剖析O2O餐饮模式的应用及顾客满意度影响因素。以广州作为研究样本,基于结构方程模型,研究商家视角下O2O火锅餐饮消费满意度问题。结果表明:商家环境和服务对商家宣传推广具有最重要的影响作用;商家产品和服务中的各项内容均有不同程度的影响;商家位置、商家环境中部分因素有影响作用。最后提出提升火锅餐饮商家消费满意度的相关对策建议。

    Abstract:

    In order to study the issue of consumer satisfaction in O2O(online to offline) hot pot catering, based on a review of relevant literature,the application of O2O catering model and the influencing factors of customer satisfaction are analyzed. Taking Guangzhou as the research sample,a structural equation model is used to study the satisfaction problem of O2O hot pot catering consumption from the perspective of merchants. The results show that the merchant environment and service have the most important impact on the promotion and promotion of merchants. The various contents in the products and services of merchants have varying degrees of influence. The location of the merchant and some factors in the merchant environment have an impact. Finally, relevant countermeasures and suggestions are proposed for improving consumer satisfaction for hot pot catering businesses.

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相广萍,黄卓然,黄海韵,卢海慧.基于商家视角的O2O火锅餐饮消费满意度影响因素研究[J].科技与产业,2024,24(05):9-16

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  • 在线发布日期: 2024-03-29