Abstract:

In the post-epidemic era， how the O2O take-out industry can improve user experience and increase purchase willingness through differentiated promotion strategies is a problem that O2O take-out platform and catering businesses are very concerned about. The mechanism of the O2O take-out price promotion strategy is focused on in this study. The 13 common price promotion methods of O2O take-out are categorized into three types of promotion strategies： coupons， discounts， and additional service fee discounts. Based on the Stimulus-Organism-Response model （SOR model）， the perceived promotion value factor is introduced， according to the logic line of price promotion strategy - perceived value - purchase intention， the theoretical model is established. 567 valid sample data are collected through online questionnaire survey for statistical analysis， and a structural equation model is used for hypotheses testing. The influence path and mechanism of O2O take-out promotion strategies with different prices on potential consumers' purchase intention are empirically tested in this paper， and the intermediary effect of the perceived promotion benefit and the perceived promotion cost is verified. The empirical results show that among the three types of price promotion strategies， the purchase intention of potential consumers is most significantly impacted by the coupon promotion strategy； The purchase intention of O2O take-out consumers is only minimally affected by the discount strategy of additional service fee； What’s more， under the discount strategy， consumers are required to make a final purchase decision after weighing the perceived promotion cost and the perceived promotion benefit， it is different from the coupon strategy that directly prompts O2O take-out consumers to make purchase decisions. It not only provides a theoretical framework for the mechanism of O2O take-out price promotion strategy， but also expands the application of promotion theory， perceived value theory and SOR model in some emerging fields in this study. The research conclusions provide theoretical basis and practical guidance for O2O take-out platforms and catering businesses to design and improve their existing promotion strategies and enhance consumers' purchasing willingness.

Key words: O2O take-out, price promotion strategy, s-o-r model, purchase intention