影响印度千禧一代行为意向的因素

IF 1.1 Q4 BUSINESS
Samantak Chakraborty, M. Azam, Sana
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引用次数: 1

摘要

之前的研究考察了消费者对在线服务的态度,而很少有研究探讨影响在线外卖服务行为意向的因素。本研究的目的是利用计划行为理论,通过考察享乐动机、功利动机、节省价格导向、节省时间导向、态度和行为意图之间的结构关系,探讨影响印度千禧一代采用在线外卖服务的因素。该研究通过一份自我管理的结构化问卷收集了328名印度千禧一代的数据。首先采用探索性因子分析(EFA)对量表进行验证,然后采用验证性因子分析(CFA)和结构方程模型(SEM)对模型进行实证研究。研究结果显示,只有省时倾向与对待态度的关系不显著,其他均显著。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Factors Affecting the Behavioural Intentions of Indian Millennials
Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.
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