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通过实证研究得出以下结论: 首先，大学生对网上订餐的接受度较高，多数大学生对网上订餐的了解程度和使用程度都很高，并且具有较高的购买意愿，但大部分人担心出现食品安全问题。其次，影响大学生购买意愿的因素包括个人因素和外部因素。其中网站的操作性能、支付环境、个人信息安全和店家服务水平都对大学生的订餐意愿有显著影响，而网站操作性能和店家服务水平的影响最大。结论可以用于加强餐饮商家进行网络订餐服务时对于消费者订餐行为的思考，帮助他们有针对性的进行营销活动。
毕业论文关键词: 网上订餐 购买意愿 大学生 影响因素
Contents
Abstract i
摘 要 iii
Contents v
Chapter One Introduction 1
1.1 Background of the Research 1
1.2 General Purpose of the Research 1
1.3 Structure of This Paper 2
Chapter Two Literature Review 4
2.1 Definition of online meal ordering 4
2.2 Definition of Purchase Intention 4
2.3 The Influencing Factors of Online Purchase Intention 5
Chapter Three Research Method 7
3.1 The Subjects 7
3.2 The Design of the Questionnaire 7
Chapter Four Results and Analysis 10
4.1 Students’ Personal Information 10
4.2 Current Status of Online Meal Ordering of Collage Students 10
4.2.1 Understanding of the Online Meal Ordering System 11
4.2.2 Use of the Online Meal Ordering System 12
4.2 Inpidual Influences on Consumer Purchase Intention 15
4.2.1 Gender 16
4.2.2 Grade 16
4.2.3 Monthly Consumption 16
4.3 External Influences on Consumer Purchase Intention 18
4.3.1 Operating Performance of Websites 19
4.3.2 Payment Environment 19
4.3.3 Personal Information Security 20
4.3.4 Store Service Level 20
4.4 Summary 21
Chapter Five Conclusion 23
5.1 Suggestions for Online Meal Ordering System 23
5.1.1 Website Design 23
5.1.2 Pricing Strategy 24
5.1.3 Product Strategy 24
5.2 Limitations of the research 24
References 25
Appendix 27
The Analysis of Factors Influencing University Students’ Purchase Intention in Online Meal Ordering
---A Case Study of “Hungry” in JSNU
Chapter One Introduction
1.1 Background of the Research
Online meal ordering is a brand new concept of marketing, which generated with the rapid development of network economy and electronic business. The starting point is even more attractive to consumers to complete the meal ordering online. Making the meals reservation online can also make the sellers’ and consumers’ online translation convenient and fast, meanwhile, the two parts will be satisfied with this. Although there are many problems of order meals online, this way of consumption conforms to fast and convenient lifestyle that people seek in the current society, so it is popular among young consumer groups.
Recently, a gust of online meal booking wind began to blow in Jiangsu Normal University. one of these online meal ordering systems named “hungry” has already made a significant impact upon college students in Jiangsu Normal University. Many students can be seen standing in front of the dormitory buildings waiting for their quick meals, snacks, drinks ordered on “hungry” when it’s close to dinner time.
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