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引用次数: 0
摘要
摘要 在印度移动订餐应用程序（MFOA）的竞争格局中，首要重点是提升客户体验，以反映甚至超越他们的线下用餐体验。现有研究强调了卓越的在线体验在推动业务成功方面的关键作用。在缺乏针对在线客户体验（OCE）的研究的背景下，我们目前的研究试图深入了解在线客户体验的现状及其对客户态度和意向的影响。具体来说，我们研究了 OCE 对 MFOA 新用户的持续使用意愿（CUI）的影响。本研究不仅揭示了 OCE 与 CUI 之间的关系，还对 OCE 进行了全新的配置，解决了其不同的概念化问题。此外，通过收集 400 多名首次使用 MFOA 的用户的数据，我们的研究结果表明，电子满意度和电子信任度是影响 CUI 的完全中介。最后，研究还表明，电子信任在电子满意度对 MFOA 用户 CUI 的影响中起中介作用。我们的研究特别强调了首次使用 MFOA 的用户的体验和结果，有助于我们对 OCE 的理解。从业人员应采用包括个性化定位和数据收集、基于位置的服务、应用内消息、推送通知和游戏化技术在内的策略，以增加 OCE 并推动 CUI。
Beyond the first bite: understanding how online experience shapes user loyalty in the mobile food app market
Abstract
In the competitive landscape of mobile food ordering applications (MFOA) in India, the primary focus is enhancing the customer experience to mirror or even exceed their offline meal acquisition experiences. Existing research underscores the pivotal role of a superior online experience in driving business success. Against the backdrop of a dearth of studies addressing online customer experience (OCE), our current research seeks to gain insight into its state and its implications for attitudes and intentions. Specifically, we investigate the impact of OCE on the continued usage intentions (CUI) of new MFOA users. This study not only sheds light on the relationship between OCE and CUI but also presents a fresh configuration of OCE, addressing its varied conceptualization. Furthermore, drawing on data collected from over 400 first-time users of MFOA, our findings reveal that e-satisfaction and e-trust act as full mediators in influencing CUI. Finally, the study also suggests that e-trust mediates the effect of e-satisfaction on the CUI of MFOA users. Our research contributes to our understanding of OCE by specifically highlighting the experiences and outcomes of first-time users of MFOAs. Practitioners should employ strategies including personalized orientation and data gathering, location-based services, in-app messaging, push notifications and gamification techniques to increase OCE and drive CUI.
期刊介绍：
The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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