消费者对通过网络平台订餐的态度和购买意向

IF 11 1区 管理学 Q1 BUSINESS
Nada Jabbour Al Maalouf, Elie Sayegh, Wissam Makhoul, Nada Sarkis
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引用次数: 0

摘要

随着技术的飞速发展,互联网和移动应用程序已成为日常生活中不可或缺的一部分,为人们提供了前所未有的便利和价值,尤其是在网上零售领域。在这些创新中,网上送餐服务已成为消费者行为的一个重要转变,为传统餐饮体验提供了另一种选择。本研究旨在探讨关键动机因素--服务质量、个人因素、感知食品质量、信任、省时导向和便利动机--对消费者在线送餐服务态度的影响。此外,本研究还假设这些态度会对消费者的动机和网上订餐意向之间的关系起到中介作用。研究对随机抽样收集到的 280 名受访者的横截面数据进行了回归分析。研究结果揭示了在线订餐背景下动机因素与消费者行为之间复杂的动态关系。值得注意的是,研究发现消费者对网上订餐的态度是一个关键的中介因素,它将消费者的动机与他们参与网上订餐的意向联系在一起。这些结果凸显了企业深入了解并从战略上解决这些动机因素和消费者态度的重要性,从而在数字时代保持竞争力并对不断变化的消费者需求做出回应。本研究提供了一个综合了多种消费者动机的全面框架,为研究文献做出了贡献,并就这些因素如何共同影响在线食品配送服务的采用,尤其是在黎巴嫩独特的社会、经济和政治挑战背景下,提供了独到的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumers' attitudes and purchase intentions toward food ordering via online platforms
With the rapid advancements in technology, the Internet and mobile applications have become integral to everyday life, offering unprecedented convenience and value, particularly in the realm of online retail. Among these innovations, online food delivery services have emerged as a significant shift in consumer behavior, providing an alternative to traditional dining experiences. This research aims to explore the impact of key motivational factors—e-service quality, personal aspects, perceived food quality, trust, time-saving orientation, and convenience motivation—on consumer attitudes toward online food delivery services. Additionally, the study hypothesizes that these attitudes mediate the relationship between consumer motivations and their intention to order food online. A regression analysis was performed on the cross-sectional data collected from a random sample of 280 respondents. The findings reveal critical insights into the complex dynamics between motivational factors and consumer behavior in the context of online food ordering. Notably, the study identifies attitudes toward online food delivery as a pivotal mediator, linking consumer motivations to their intention to engage in online food delivery. These results highlight the importance for businesses to thoroughly understand and strategically address these motivational factors and consumer attitudes to remain competitive and responsive to evolving consumer demands in the digital age. This research contributes to the literature by offering a comprehensive framework that integrates multiple consumer motivations, providing original insights into how these factors collectively influence the adoption of online food delivery services, particularly in the context of Lebanon's unique social, economic, and political challenges.
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来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
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