Research on the Influencing Factors of College Students’ Willingness to Consume Takeout Food

外卖食品已经成为大学生群体饮食消费的重要组成部分。文章根据感知价值理论，利用调研所获得的1184份问卷资料，运用结构方程模型和多群组分析方法，分析外卖平台服务质量感知、外卖食品价值感知和学校食堂服务质量感知对大学生外卖食品消费意愿的影响。研究发现，外卖平台服务质量感知和外卖食品价值感知对大学生外卖食品消费意愿均有显著的正向影响，学校食堂服务质量感知对大学生外卖食品消费意愿有显著的负向影响。此外，多群组分析结果显示，城镇户籍、年龄小、学校处于中部地区的学生外卖平台服务质量对外卖食品消费意愿的影响更显著，而农村户籍、年龄大、学校处于东中部地区的学生外卖食品价值感知的影响效应更大；城镇户籍、年龄大、学校处于中西部地区的学生学校食堂服务质量感知的影响效应更大；男性、月开支低的学生外卖平台服务质量感知、外卖食品价值感知和学校食堂服务质量感知的影响效应都更大。Takeout food has become an integral component of dietary consumption among the college student demographic. This study, grounded in the theory of perceived value, utilizes data from 1184 survey questionnaires to analyze the impact of perceived service quality of takeout platforms, perceived value of takeout food, and perceived service quality of school cafeterias on college students’ willingness to consume takeout food. Structural equation modeling and multi-group analysis methods are employed in the research. The findings reveal that both the perceived service quality of takeout platforms and the perceived value of takeout food have a significant positive influence on college students’ willingness to consume takeout food, whereas the perceived service quality of school cafeterias exerts a significant negative impact. Furthermore, multi-group analysis results indicate that the perceived service quality of takeout platforms has a more pronounced effect on the willingness to consume takeout food among students with urban household registration, younger age, and those attending schools in the central region. Conversely, the perceived value of takeout food has a greater impact on students with rural household registration, older age, and those in schools located in the eastern and central regions. The perceived service quality of school cafeterias has a more substantial effect on students with urban household registration, older age, and those in schools in the central and western regions. Additionally, male students and those with lower monthly expenditures are more significantly influenced by the perceived service quality of takeout platforms, the perceived value of takeout food, and the perceived service quality of school cafeterias.