نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.
2 استادیار گروه مدیریت، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران .
3 استادیار گروه مدیریت، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.
4 استادیار گروه مدیریت، واحد ساری، دانشگاه پیام نور، ساری، ایران.
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The present study aims to explain how customer mindset affects the willingness to order food online. The research method is applied in terms of its purpose and correlational in terms of its implementation. The statistical population of this study was 384 customers of food ordering applications and the sampling method was purposive sampling. A questionnaire was developed to collect data and PLS Smart software was used to analyze the findings. The findings showed that advertising (impact coefficient: 0.410 to 0.480) and the ordering experience with the app (0.428 to 0.454) have the greatest effect on the relevance of content, competitors, and app features. Customer mindset is one of the most important variables with a coefficient of 0.861, which is strengthened through time savings (0.328), rewards (0.526), and support (0.590). Also, living conditions (up to 0.519), food quality (up to 0.271), and food price (up to 0.187) play a significant role in interaction with the application. The results showed that food quality, food price, and living conditions are independent variables. These factors affect advertising and ordering experience. The aforementioned components affect the components of app features, app content relevance, and competitors. Therefore, it is suggested that food ordering app developers focus on these key factors to improve customer experience and increase purchasing intention on digital platforms.
کلیدواژهها English
