دانلود رایگان مقاله انگلیسی تجارب مصرفی، نگرش و اهداف رفتاری برای ارائه خدمات غذایی آنلاین (OFD) - الزویر 2017

ABSTRACT

Prior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services. The purpose of this study is to examine the structural relationship between convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time saving orientation, prior online purchase experience, consumer attitude and behavioral intention towards OFD services. The study proposes an integrative theoretical research model based on the Contingency Framework and Extended Model of IT Continuance. 224 valid questionnaires were collected to empirically test the research model using the partial least square (PLS) path modeling approach. The results imply that the proposed hypotheses were supported, except for the relationship between prior online purchase experience and post-usage usefulness. Practical implications and limitations are discussed.

Discussion and conclusion

The TAM, model of IT Continuation and Contingency Framework were used to investigate the relationship between external factors and intention towards OFD services mediated by post-usage usefulness and convenience motivation. Davis (1989) hypothesized that perceived usefulness and ease of use will determine attitudes towards a technology. Results have further demonstrated the validity of the theoretical foundations used. It has also shown the relationship between latent variables towards attitude and behavioral intentions. This means that with a better perception of post-usage usefulness and convenience motivation, a person's attitude towards OFD services will improve significantly, thereby increasing intentions to use OFD services. Therefore, H1 and H2 and H3 are accepted. Based on previous research, hedonic motivation has been proven to be an important factor that leads to a positive attitude and intention to purchase. Hedonic shopping values have led to a positive attitude towards purchasing music online and repurchase intentions (Bui and Kemp, 2013). Hedonic motivation has been found to be a signi ficant variable (r=0.471 and p=0.01) with a moderate positive relationship with attitude. This means that with a better hedonic motivation, attitude towards OFD services tends to be positive ultimately leading to intention to use OFD. When users perceive that OFD services are able to provide fun and pleasure, they are more likely to have a positive attitude and tend to use OFD services. Therefore, H6 and H7 have been accepted.