Analysis on Influencing Factors of E-loyalty of a Chinese O2O E-commerce Food Delivery Platform

Abstract

China's real economy sector has seen a general downturn in recent period, whereas the Internet industry has been playing a more significant role in driving economic growth. Since 2010, O2O (Online To Offline) business model has enjoyed a widespread application, notably in catering services. Nevertheless, the continuous proliferation of food delivery services is leading to market saturation, thus initiates a new stage of brand building and user experience enhancement. Finding approaches to effectively improve e-loyalty becomes crucial for companies. This study takes Meituan, market leader in China's e-commerce food market, as an example, applying online survey method and structural equation modeling to analyze users’ motives. The study shows variables affect the e-loyalty on O2O platforms in different levels. E-commerce companies can improve competitiveness by developing strategies and features based on these e-loyalty drivers.