供应链视角下外卖商家在学生群体中共享的影响因素研究

Research on Influencing Factors of Takeout Merchants Sharing among Students from the Perspective of Supply Chain

摘要: 近年来，餐饮外卖发展持续强劲，这使得餐饮外卖行业不断扩张的同时，也出现了商家下单转换率始终低下的问题。基于文献研究和问卷调查，从外卖商家角度，在供应链视角下构建外卖商家在学生群体中共享的影响因素体系，以121份调查数据为样本，建立有序Logit回归模型，通过实证模型分析供应链各环节学生群体共享意愿影响因素。研究结果显示：外卖商家能够快速反馈、配送人员的专业素质高、我的个人隐私受到保护、原材料到达目的地后仍然新鲜、商家信息透明度、社会对商家的监督与共享意愿呈显著正相关，商家之间不正当竞争与共享意愿呈显著负相关。根据分析结果，提出优化供应链的建议，以期为现有外卖商家提升核心竞争力提供理论依据。

Abstract: In recent years, the development of food delivery has continued to be strong, which has led to the continuous expansion of the food delivery industry, and at the same time the problem of low conversion rate of merchants’ orders has also emerged. Based on literature research and questionnaire surveys, from the perspective of takeout merchants, the system of influencing factors of takeout merchants sharing among students is built from the perspective of supply chain. Using 121 survey data as a sample, an ordered Logit regression model is established, and the factors affecting the willingness to share among the student groups in each link of the supply chain are analyzed through the empirical model. The research results show that: takeout merchants can provide quick feedback, the delivery staff are of high professional quality, my personal privacy is protected, the raw materials are still fresh after reaching the destination, the transparency of business information, the social supervision of merchants are significantly positively correlated with willingness to share. And unfair competition among merchants is significantly negatively correlated with willingness to share. According to the research results, suggestions on optimizing the supply chain are put forward in order to provide a theoretical basis for existing takeout merchants to enhance their core competitiveness.