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| 基于UTAUT模型的北师珠在校生O2O移动餐饮 使用意愿影响因素研究
摘要
随着移动网络的高速发展，使得传统的行业不断探索着与互联网技术的结合，形成O2O商务模式。该模式通过线上消费、线下服务的特点，逐渐改变着人们的生活中传统的消费方式。餐饮服务作为O2O生活服务类发展的重要组成部分，承载着用户的餐饮服务需求，是人们获取餐饮服务信息的重要途经之一。此外，大学生作为社会中活跃的群体，通常是互联网产品的最新体验者与使用者。因此，对移动餐饮行业而言，大学生对O2O移动餐饮服务的使用意愿有重要的参考价值。
本研究北京师范大学珠海分校在校生为调查对象，在以整合型技术接受和使用模型（UTAUT）为基础，结合O2O移动餐饮服务的特点新增感知移动性、感知风险两个自变量，将用户信任作为中介变量，引入性别作为调节变量，探究影响O2O移动餐饮用户的使用意愿的因素，最终构建北师珠在校生O2O移动餐饮用户的使用意愿模型。通过发布线上问卷，以随机抽样调查的方法获取样本数据。使用SPSS对样本数据进行统计分析，运用AMOS构建模型框架，并进行结构方程模型检验。
实证研究表明，北师珠在校生使用O2O移动餐饮服务频率较高，且使用服务的类型主要为外卖类服务类。其次，北师珠在校生对O2O移动餐饮服务最主要的需求依次是努力期望、社群影响、感知移动性、绩效期望，均正向影响用户的信任程度，而感知风险对用户的信任程度呈负面影响，用户信任则直接正向影响用户使用O2O移动餐饮服务的意愿。此外，不同性别的用户使用意愿存在显著的差异性。最后依据实证结果，提出针对性建议，希望可以对O2O移动餐饮服务行业起到一定的借鉴作用，促进我国O2O移动餐饮服务行业的发展。
关键词：O2O移动餐饮；使用意愿；UTAUT模型；结构方程模型
O2O mobile catering users based on UTAUT model for students in Beishizhu Research on the Influencing Factors of Use Willingness
ABSTRACT
With the rapid development of mobile networks,traditional industries continue to explore the combination of Internet technology to form an O2O business model. Through the characteristics of online consumption and offline services,this model is gradually changing the traditional way of consumption in people's lives. As an important part of the development of O2O life services,catering services carry the needs of users for catering services and are one of the important ways for people to obtain catering service information. In addition, as an active group in society,college students are usually the latest experiencers and users of emerging Internet technologies. Therefore, for the mobile catering industry,college students’ willingness to use O2O mobile catering services has important reference value.
This study is based on the integrated technology acceptance and use model (UTAUT),based on the characteristics of O2O mobile catering services,combined with the two variables of perceived mobility and perceived risk, and uses trust as an intermediary. Variables, introducing gender as a moderating variable to study the factors thataffect the willingness to use O2O mobile catering users,and finally build a model of the willingness to use O2O mobile catering users in Beijing Normal University. By issuing online questionnaires, sample data is obtained by random sampling survey.Use SPSS to perform statistical analysis on sample data,use AMOS to build a model framework, and perform structural equation model testing.
Empirical research shows that students in Beijing Normal University use O2O mobile catering services more frequently, and the types of services used are mainly take-out services. Secondly, the most important needs of Beishizhu students for O2O mobile catering services are inorder of effort expectation, community influence, perceived mobility, and performance expectation. These four factors have a positive impact on the degree of trust of users, and perceived risk has a positive impact on users. The degree of trust of the user has a negative impact,and user trust directly affects the user’s willingness to use. In addition, users of different genders have significant differences in their willingness to use users. Finally, based on the empirical results, targeted suggestions are put forward,hoping to play a certain reference role for the O2O mobile catering service industry and promote the development of the O2O mobile catering service industry in China.
Keywords: O2O mobile catering; willingness to use; UTAUT model; structural equation model
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