Purpose

Weather affects consumer decision-making. However, academic research on how weather factors affect specific takeaway foods is limited. This paper aims to fill in the gap and therefore to contribute to online marketing and operation.

Design/methodology/approach

Web crawler techniques were first exploited to collect takeaway food ordering data from Meituan, the world’s largest GMV platform. Then statistics models and a time series regression model were selected to study the weather impact on online orders.

Findings

The findings highlight that certain weather factors, such as temperature, air quality and rainfall have clear effects on most category takeaway orders.

Originality/value

Quantitative analysis of weather impacts on the takeaway ordering business will help to guide the online service platforms for marketing promotion and the settled businesses to make reasonable arrangements for inventory and marketing tactics.

中文翻译：

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天气对在线食品订购的影响

目的

天气影响消费者的决策。然而，关于天气因素如何影响特定外卖食品的学术研究是有限的。本文旨在填补空白，从而为在线营销和运营做出贡献。

设计/方法/方法

首次利用网络爬虫技术从全球最大的 GMV 平台美团收集外卖订餐数据。然后选择统计模型和时间序列回归模型来研究天气对在线订单的影响。

发现

调查结果强调，某些天气因素，如温度、空气质量和降雨量，对大多数类别的外卖订单都有明显的影响。

原创性/价值

定量分析天气对外卖订餐业务的影响，有助于引导线上营销推广服务平台和入驻商家合理安排库存和营销策略。