A Research on Consumer Decision Making in Online Food Ordering Among China Youngsters on the Basis of Verbal Protocol Analysis

With the speedy development of China Internet+, and the rising of O2O business , online shopping has now become the novel approach for consumers among which online food ordering has become a new consuming activity. The EKB theory as research structure in this study for the better knowledge of online food ordering behavior. Addressing these aspects, Thinking Aloud under Verbal Protocol Analysis is utilized for collection of verbal protocols of the tested, and afterwards the coding of them. Observation and searching technique is used for the analysis of the differences on decision making between novice users and expert users when shopping with online buying site Meituan Application. The elements affecting consumers’ buying decision is put forward through coding results, for the references of marketing strategies.