The Antecedents of Consumer’s Perceived Value and Repurchase Intention in the O2O Food Delivery Service Value Chain

초록

In this study, we try to discover some success factors, for the entire value chain of the O2O food de-livery industry in China, from ordering to delivery. We study the influence of three aspects of the value chain, namely, (1) the mobile platform, (2) the restaurant and food and (3) the delivery service, on the perceived value and repurchase intention of customers. Using structural equation modeling, we develop a structural research model with seven sets of hypotheses relating various independent variable constructs (platform, restaurant, and delivery) and dependent constructs (perceived value and repurchase intention). We find that usefulness of mobile app, the food condition and the availability of offline restaurants were significant antecedents for perceived value and repurchase intention. In addition, fair pricing was a signifi-cant antecedent for repurchase intention.

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