Abstract
The food delivery industry has become a part of life with the development of corona and mobile network technology. The COVID-19 crisis has changed the way we live and our daily lives. The number of users who use it has also increased significantly along with the expansion of the delivery platform. This study conducted a literature review and empirical study on factors affecting online satisfaction and reuse intention targeting Chinese O2O delivery platform consumers. The factors affecting online satisfaction were studied by dividing them into online service quality and delivery company quality. Online service quality includes system quality, information quality, and customer service quality, and online company quality is divided into product diversity and product recognition. A total of 196 valid questionnaires (200 issued in total) were collected through an online survey in China, and SPSS 23.0 was used for basic statistics after obtaining data. SmartPLS 4.0 was used for hypothesis testing. The results of the study are as follows. Information quality, customer service quality, and product variety had a positive effect on online satisfaction. System quality and product awareness did not have a positive effect on online satisfaction. Online satisfaction had a significant positive effect on intention to reuse. In conclusion, we tried to improve the delivery platform and customer reuse intention for the continuous development of this O2O delivery service. We propose a management strategy to increase the sustainable customer acquisition of O2O delivery service.
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