| Summary: | 碩士 === 國立暨南國際大學 === 資訊管理學系 === 106 === Due to the rapid development of the Internet, e-commerce has become the most commonly used marketing channel at present, which has a substantial impact on the real economy. In the past, the retail channel provided services by manpower, and after a long period of technological advancement and smart phones. The generalization of e-commerce, combined with the development of retail channels, forms an O2O model for online information integration and on-line consumption and offline substantive services.
In this paper, the O2O model is used to explore the catering delivery platform. The diet is the basic demand for people's needs. The market economy of catering delivery is getting bigger and bigger. The catering delivery is based on the O2O model. Sending services constitutes the three factors of the O2O model: consumers, information platforms, and service providers. On the catering delivery platform, there is a third-party service provider, the delivery staff, which changes the value contribution of the service. This study categorizes the advantages and disadvantages of O2O through the literature research on O2O, and analyzes and analyzes the case service application "yo-woo fast delivery". Different from the general O2O model, this study analyzes each factor by technology-mediated service encounter.
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