Document Type : Original Article (Quantified)
Authors
1
PhD student in Business Administration, Faculty of Management, Sari Branch, Islamic Azad University, Sari, Iran.
2
Assistant Professor, Department of Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
3
Assistant Professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran.
4
Assistant Professor, Department of Management, Sari Branch, Payam Noor University, Sari, Iran.
10.22034/jvcbm.2025.500186.1483
Abstract
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.
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