Abstract: Webcast is a real-time video mode based on the rapid development of the Internet. Its content cannot be tampered with and has a good positive effect. O2O Takeaway is a kind of catering O2O thattakes the internet as the medium, customers order online and enjoy offline distribute service. However, the problems of food safety happened frequently in recent years, which has led to the decline of customer trust. This paperconstructs a structural equation model of the influence of webcast on customer trust in O2O takeaway. And then it makes an empirical studythrough the questionnaire survey. The results show that the content, main body, mode, time and number of live broadcasts have significant positive impacts on customer trust. Finally, according to the conclusions,suggestions are put forward to improve the customer trust of O2O takeaway and the development of webcast.

Key words: webcast, O2O Takeaway, customer trust, structural equation model

摘要： 网络直播是基于互联网快速发展的一种实时视讯方式,其内容真实不可篡改,具有良好的实证作用。餐饮O2O外卖是以互联网为媒介,顾客线上下单,享受线下送餐上门的一种餐饮模式。但近几年外卖食品安全问题频发,导致顾客信任下降。基于网络直播的属性,本文构建了网络直播对餐饮O2O外卖顾客信任影响的结构方程模型。并通过问卷调查,进行了实证研究。研究结果表明网络直播的内容、主体、方式、时间、次数均对顾客信任具有显著性正向影响。最后根据研究结果提出了提高餐饮O2O外卖顾客信任及发展网络直播模式的建议。

关键词: 网络直播, O2O外卖, 顾客信任, 结构方程模型