An Empirical Model of Factors Affecting Customer Satisfaction with Mobile Takeaway Apps: Meituan App as a case studym

Mobile Apps accompanied by the rapid development of mobile Internet technology and the rapid changing of people's living style; Mobile Apps have been utilizing very frequently in almost every aspect in China. This study aims to identify factors affecting the customers’ satisfaction with Mobile takeaway Apps and focus on Meituan App (Takeaway function). By introducing eight variables, the present study provided a research model via the mediator of Herd Behavior (HB). The data was analyzed using SPSS to conduct descriptive statistics and Warp-PLS 7.0 was used to verify the model and its hypothesis. The mediated effects of intermediary variables were investigated using the Mplus 8.3 tool. The results demonstrated that the mediator of Herd Behavior together with other two important factors including expectation confirmation and perceived value played essential roles on customers’ satisfaction. Therefore, it was suggested that some marketing strategies and tactics associated with the Mobile App on takeaway function should be developed.