本文選題：外賣O2O平臺(tái) + 情境效應(yīng)　； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)技術(shù)的高速發(fā)展及移動(dòng)支付的普及,餐飲行業(yè)的觸角也逐漸從線下拓展到線上,外賣O2O商業(yè)模式深受人們的喜愛。雖然近幾年在線外賣行業(yè)發(fā)展迅速,進(jìn)入到比拼服務(wù)、提高質(zhì)量的中期階段,但是學(xué)術(shù)界對(duì)其的研究卻不多。在傳統(tǒng)的餐飲行業(yè)研究中銷量是一個(gè)重要的研究分支,但是由于傳統(tǒng)餐飲行業(yè)與外賣O2O行業(yè)的差異性,其銷量影響因素并不一定能很好的解釋在線外賣的訂單量變化。外賣O2O行業(yè)具有很強(qiáng)的場(chǎng)景性,因此本文從Belk提出的情境效應(yīng)入手,探索天氣因素和時(shí)間因素對(duì)外賣平臺(tái)銷量的影響。本文的研究對(duì)象是外賣O2O平臺(tái),首先闡述了傳統(tǒng)餐飲行業(yè)和外賣O2O行業(yè)的學(xué)術(shù)研究成果,并論述了消費(fèi)者決策理論、情境效應(yīng)、周末效應(yīng)和時(shí)間情境相關(guān)知識(shí)為后文模型的建立提供理論框架指導(dǎo)。通過在線外賣的使用場(chǎng)景與情境效應(yīng)結(jié)合,從天氣、周末和節(jié)日角度切入。以天氣舒適度、降雨、降雪、空氣質(zhì)量、周末及周末前后、節(jié)日初期和節(jié)日后期為重點(diǎn)影響因素,提出研究假設(shè),找到并挖掘出可能對(duì)平臺(tái)銷量產(chǎn)生影響的具體變量,建立影響因素模型。然后,本文收集了外賣O2O行業(yè)中一家代表性平臺(tái)的外賣銷售數(shù)據(jù),并收集了氣象數(shù)據(jù),數(shù)據(jù)的時(shí)間范圍為2016年1月到2016年12月。使用SPSS軟件對(duì)數(shù)據(jù)進(jìn)行處理和分析,對(duì)比分析了哈爾濱、杭州、北京三座城市和白領(lǐng)、學(xué)生兩大用戶群體的在線外賣銷售情況,最后對(duì)分析結(jié)果做了穩(wěn)健性檢驗(yàn)。研究結(jié)果證明情境因素對(duì)外賣的銷量有顯著的影響,外賣O2O平臺(tái)的銷量與天氣、周末及節(jié)假日等情境有密切的關(guān)系。理論上,本文的研究成果可以為在線外賣行業(yè)的研究提供新思路、新角度,彌補(bǔ)了學(xué)術(shù)界在該領(lǐng)域、該角度的空缺。實(shí)踐上,本研究對(duì)外賣行業(yè)的銷量預(yù)測(cè)、銷量變化提供了指導(dǎo)和解釋。
[Abstract]:With the rapid development of mobile Internet technology and the popularity of mobile payment, the catering industry's tentacles are gradually expanded from offline to online, and take-out O2O business model is popular. Although the online take-out industry has developed rapidly in recent years, it has entered the intermediate stage of competing services and improving the quality, but there is little research on it in academic circles. The sales volume is an important research branch in the traditional catering industry, but because of the difference between the traditional catering industry and the takeout O2O industry, the influence factors of the sales volume may not explain the change of the online take-out order. The takeout O2O industry has a strong scene, so this paper starts with the situational effect proposed by Belk, and explores the influence of weather factors and time factors on the sales volume of external selling platform. The research object of this paper is take-out O2O platform. Firstly, the academic research results of traditional catering industry and take-out O2O industry are expounded, and the theory of consumer decision, the situational effect, are also discussed. The related knowledge of weekend effect and time situation provides theoretical framework for the establishment of later models. Through the use of online takeout scenes and situational effects, from the weather, weekend and festival perspective. With weather comfort, rainfall, snowfall, air quality, weekend and weekend, early holiday and late festival as the key influencing factors, the research hypotheses are put forward to find and excavate the specific variables that may have an impact on the sales volume of the platform. The model of influencing factors is established. Then, the paper collects take-out sales data from a representative platform in the takeout O2O industry, and collects meteorological data from January 2016 to December 2016. This paper uses SPSS software to process and analyze the data, compares and analyzes the online take-out sales of two major user groups, Harbin, Hangzhou, Beijing, white-collar and student groups, and finally makes a robust test on the results of the analysis. The results show that the situation factors have a significant impact on the sales volume, and the sales volume of the O2O platform is closely related to the weather, weekends, holidays and other situations. Theoretically, the research results of this paper can provide a new way of thinking and a new angle for the research of online take-out industry, and make up the gap in the academic field. In practice, this study provides guidance and explanation for the sales forecast and change of sales volume in the external sales industry.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F274

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