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摘要：随着经济的飞速发展和互联网的迅速普及，人们越来越喜欢享受便捷、舒适的生活。因此，出现一种只需在家通过网络订餐，在线付款，然后静静在家坐等享受美可口餐饮的新型订餐模式。这种新型的模式被称为餐饮外卖O2O模式。目前虽然已有学者开展了餐饮外卖O2O模式方面的研究，但关于订餐者的订餐行为、偏好和满意度的研究相对较少。本文在对O2O模式及相关概念界定的基础上，对现有餐饮外卖O2O模式的相关研究进行简要回顾；然后，针对餐饮外卖O2O的一大细分市场——高校市场，采用问卷调查法，选取师范大学在校生为样本，对大学生这一特定的消费群体在“饿了么”、“美团外卖”等餐饮外卖O2O平台上的订餐行为、偏好以及对餐饮外卖O2O平台和餐饮商家的评价、满意度和期望等方面展开系统的调查研究，运用SPSS软件对问卷数据进行统计分析；最后，根据研究结论有针对性地为餐饮外卖O2O平台和餐饮商家提供相应的解决措施或建议，以此提升大学生消费群体对餐饮外卖O2O平台和商家的满意度，进而促进餐饮外卖O2O高校市场的持续发展。26503
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毕业论文关键词：O2O模式 大学生 餐饮外卖 线上订餐
Research on Behavior and Satisfaction of Xuzhou City Undergraduates Online ordering
Abstract: With the rapid development of economy and the rapid popularization of Internet, more and more people would like to enjoy convenient and enjoyable life. As a result, a new order model which you just need to make an order through the network and pay online, and then you just need to stay at home quietly to wait for delicious food appears. This new model is called catering takeout O2O model. Although there have been scholars who have carried out research on catering takeout O2O model at present. There are less relatively research about diners’ order behaviors, preferences and satisfaction for online order platforms and restaurants. This text reviews the existing catering takeout O2O model on the basis of related concept definition of the O2O model. Then I adopt questionnaire survey in allusion to the market of colleges and universities which is one of the fine-sorted markets of catering takeout O2O with choosing internal students in Jiangsu normal university as a sample to conduct scientific survey research on students in colleges and universities which is a specific consumer group which focuses on order behaviors, preferences, the evaluations, satisfaction, expectation and others to catering takeout O2O platform and other catering merchants in “Hungry”, “Mei Tuan takeout” and other catering takeout platform, and I mainly take use of SPSS software to conduct statistics and analysis of questionnaire’s data. At last, according to the conclusions which are reached from data analysis software, I specifically come up with a series of measures and advice for online order platforms and restaurants to promote the satisfaction of students in colleges and universities which is a specific consumer group and the development of catering takeout O2O market.
Key Words：O2O mode college students catering takeout online ordering
一、绪论 1
（一）研究背景 1
（二）研究目的与意义 3
（三）研究思路与方法 3
二、相关文献综述 4
（一）基本概念 4
（二）国内外研究现状 5
（三）研究述评 7
三、徐州市大学生线上订餐行为及满意度研究设计与实施 8
（一）问卷设计 8
（二）调查实施 10
四、徐州市大学生线上订餐行为及满意度研究结果与分析 11