A Study on the Consumer Behavior of Online Ordering Platforms and Its Influencing Factors

摘要

The purpose of this paper is to use a literature review and questionnaire analysis to explore the consumer behavior of online ordering platforms (OOPs) and its influencing factors. The results showed that consumers' average frequency of OOPs (Frequency) was 5.5 times a week, and consumers' monthly average amount of OOPs (Amount) was about RMB 360. Consumers' trust (CT), risk (CR), and experience (CE) on OOPs, and consumers' individual variables were the influencing factors on consumer behavior of OOPs. This paper suggests that governments should strengthen the supervision of food safety, rectify fake online ordering advertisement, standardize the behavior of food delivery personnel, and protect consumers' personal information. This paper also suggests that the OOPs should review the hygiene status of the sellers, carry out business in multiple fields, improve the efficiency of delivery, and establish a refined ordering system.