The Effect of University Students Perceived Value on Purchasing Behavior on Online Takeaway Platforms

DOI

10.2991/icaicte-15.2015.55How to use a DOI?

Keywords

Online takeaway platforms, University students, Perceived value, Purchasing behavior, Marketing strategies.

Abstract

Since University students are major consumers of online takeaway platforms, the factors influencing their purchasing behavior are of course a concern. Based on the literature review, the model and hypotheses about how the perceived value affects the purchasing behavior are put forward. Through questionnaires and data analysis, it is confirmed that product value, service value and redemption value put positive effect on the purchasing price, frequency, and evaluation and money cost, time cost and energy cost put negative effect on the purchasing price, frequency, and evaluation. According to the results, pertinent marketing strategies for online takeaway platforms are proposed.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Huang Liang
AU  - Du Hui
PY  - 2015/08
DA  - 2015/08
TI  - The Effect of University Students Perceived Value on Purchasing Behavior on Online Takeaway Platforms
BT  - Proceedings of the 2015 3d International Conference on Advanced Information and Communication Technology for Education
PB  - Atlantis Press
SP  - 221
EP  - 225
SN  - 2352-538X
UR  - https://doi.org/10.2991/icaicte-15.2015.55
DO  - 10.2991/icaicte-15.2015.55
ID  - Liang2015/08
ER  -