مقایسه تأثیر کانال‌های آنلاین سفارش غذا بر قصد خرید مشتریان (داخلی و برون‌سپاری)

نوع مقاله : پژوهشی اصیل

نویسندگان
1 دانشیار، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
2 دکتری مدیریت تولید و عملیات، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
3 کارشناسی ارشد مدیریت کسب و کار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
4 کارشناسی ارشد مدیریت صنعتی، گروه مدیریت تکنولوژی و مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، ایران.
چکیده
باتوجهبه توسعه فناوری و اهمیت روزافزون کانالهای آنلاین سفارش غذا، هدف این پژوهش مقایسه تأثیر کانالهای آنلاین سفارش غذا بر قصد خرید مشتریان است. این پژوهش از نظر ماهیت، توصیفی - تحلیلی و از منظر هدف، کاربردی است و براساس روش جمع‌آوری داده‌ها پیمایشی می‌باشد. در آغاز با بررسی و مرور ادبیات موضوع، الگو مفهومی پژوهش حاصل شد و سپس فرضیههای این الگو با استفاده از رویکرد مدلسازی معادلات ساختاری و حداقل مربعات جزئی (PLS-SEM) در دو کانال برونسپاری (اسنپفود) و تارنما داخلیِ یکی از رستورانهای زنجیرهای تهران آزمون شد. یافته‌ها بیانگر تأثیر مثبت کیفیت خدمات، جذابیت خدمات و قیمت منصفانه بر ارزش درکشده از کانال توزیع است درحالیکه شهرت کانال تأثیر معناداری بر ارزش درکشده مشتریان ندارد. همچنین نتایج بیانگر آن است که ارزش درکشده از کانالهای توزیع، رضایت مشتری و تبلیغات دهان‌به‌دهان، بر قصد خرید مشتری از راه کانال آنلاین تأثیر مثبت و معناداری دارند، اما یافتهها نشان داد شدت اثر کل (غیرمستقیم و مستقیم) ارزش درکشده بر قصد خرید مشتریان در کانال برونسپاری بیشتر از تارنما داخلی است.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Comparing the effect of online food ordering channels on the purchase intention of customers (internal and outsourcing)

نویسندگان English

Mahmoud Dehghan Nayeri 1
emad nobahar 2
Mohammad Reza Hadi zade Raeisi 3
Mehdi Taghavi 4
1 Associate Professor, Industrial Management Department, Management and Economics Faculty, Tarbiat Modares University, Tehran, Iran.
2 Ph.D. in operation and production management, Industrial Management Department, Management and Economics Faculty, Tarbiat Modares University, Tehran, Iran.
3 MSc. in Business management, marketing Department, Management Faculty, University of Tehran. Tehran, Iran.
4 MSc in Industrial management, Technology and industrial management, management and Economics Faculty, Islamic Azad University Science and Research Branch, Tehran, Iran.
چکیده English

Considering the development of technology and the increasing importance of online food ordering channels, this study aims to compare the effect of online food ordering channels on customers' purchase intention. This research is descriptive-analytical in nature, practical in terms of purpose, and based on the survey method. In the beginning, by reviewing the subject literature, the conceptual model of the research was obtained and led to model hypotheses that were tested by the structural equation modeling and partial least squares (PLS-SEM) approach in two outsourcing channels including Snapfood and the internal website of well-known chain restaurants in Tehran. Findings prove the positive effect of service quality, service attractiveness, and fair price on the perceived value of the distribution channel, while channel reputation has no significant effect on the perceived value of customers. Moreover, the results depict that the perceived value of distribution channels, customer satisfaction, and word-of-mouth advertising has a significant positive effect on the customer's purchase intention through the online channel, although there is an intensive total effect (indirect and direct) of perceived value on the customer's purchase intention In the outsourcing channel, contrary to the internal website.

کلیدواژه‌ها English

Customer purchase intention
perceived value
online ordering
Customer satisfaction
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