在线餐饮类外卖消费者购买偏好实证研究

Empirical Study on the Consumer Preference of Online Catering Takeaway

摘要: 本文基于对餐饮类在线外卖的问卷调查，对在线餐饮类外卖消费者购买偏好进行实证研究。运用SPSS软件分析调查数据，得出消费者对在线餐饮类外卖产品属性的重要性排序。根据实验结果，分析在线餐饮类外卖消费者的购买偏好，并向外卖商家提出建议，包括向用户展示营业环境、提升餐饮质量、善用外卖平台用户评论功能等途径。

Abstract: Based on the questionnaire survey of online catering takeaway, the paper makes an empirical study on the consumer preference of online catering takeaway. Using SPSS software for date analysis, the order of the factors’ importance was obtained, which has an influence to online catering takeaway consume. According to the results, the paper analyzes the consumer preference of online catering takeaway, and makes suggestions to takeaway merchants, including showing their customers the workplace environment, improving the food quality, and making good use of the customer online review function on the takeaway O2O platform.