Proceedings of the 2015 3d International Conference on Advanced Information and Communication Technology for Education

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

Authors
Huang Liang, Du Hui
Corresponding Author
Huang Liang
Available Online August 2015.
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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Volume Title
Proceedings of the 2015 3d International Conference on Advanced Information and Communication Technology for Education
Series
Advances in Computer Science Research
Publication Date
August 2015
ISBN
10.2991/icaicte-15.2015.55
ISSN
2352-538X
DOI
10.2991/icaicte-15.2015.55How to use a DOI?
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/).

Cite this article

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  -