外卖app品牌透明度在品牌互动传播中的影响

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-04-25 DOI:10.1108/jrim-12-2022-0368

Prasanta Kr. Chopdar, J. Paul

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引用次数: 0

摘要

本研究从信号理论的角度，探讨品牌透明度的各种驱动因素及其对用户与外卖app互动的影响。设计/方法/方法首先，从焦点小组讨论中确定了一组外卖应用品牌透明度的前兆。其次，采用整合模型检验品牌透明度、感知风险和品牌信任对用户订购频率的影响。采用偏最小二乘结构方程建模方法对522名用户的数据进行分析。调查结果显示，品牌传播的有效性是衡量品牌透明度的最有力指标。品牌透明度对用户的品牌信任和订购意愿有正向影响，对感知风险有负向影响。卫生等级降低了感知风险的不利影响。目前的研究是一项开创性的尝试，为在线送餐服务提供商提供了建立品牌透明度、降低用户风险感知和促进大流行后应用程序更多使用的方法。

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The impact of brand transparency of food delivery apps in interactive brand communication

PurposeFrom the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.Design/methodology/approachFirst, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and brand trust on users' ordering frequency. Data collected from 522 users were analyzed using the partial least squares structural equation modeling method.FindingsThe outcomes showed the effectiveness of brand communications as the strongest indicator of brand transparency. Moreover, brand transparency favorably influences users' brand trust and ordering intention and negatively influences perceived risk. Hygiene rating attenuates the adverse effects of perceived risk.Originality/valueThe current study is a pioneering attempt that offers ways for online food delivery providers to build brand transparency, lessen users' risk perceptions and foster greater use of apps in the post-pandemic scenario.

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.