Analyzing Consumer Perception in Online Food Ordering Systems

Khodadad Hosseini, Seyed Hamid; Asadollahi, Mohammadreza

doi:10.22054/ims.2018.8855

Document Type : Research Paper

Authors

¹ Professor, Faculty of Economics and Management, University of Tarbiat Modares, Tehran.

² MA, Business Management, Faculty of Economics and Management, University of Tarbiat Modares, Tehran.(Corresponding Author: mra.asadollahi@gmail.com)

https://doi.org/10.22054/ims.2018.8855

Abstract

While E-Commerce is growing rapidly in the world, food industry is also finding its position in this growing field. Today, with introduction of new business models, traditional marketing definitions are changed. Marketing is one of organizational systems and/or one of the most important processes of business organizations for gaining goals and satisfying consumer needs. Therefore, the age of communication developments, in the form of influences caused by E-commerce expansion, induced significant changes in marketing. The main aim of this research is to survey restaurant consumer attitudes toward food online shopping. This research, in terms of goal and methodology, is developmental-applied and descriptive-survey, respectively. Regarding data collection, specified interviews are used for extracting factors or indicators which are less mentioned in theoretical foundation. Also, questionnaire is developed to collect data from statistical population. Meanwhile, sample size is 384. To analyze data, Structural Equation Modeling is used. Finally, based on the obtained results, 6 research hypotheses are accepted while one is rejected. Hypotheses related to the positive and significant relationship between order trend, conceived utility, innovations, promotions and trust in online food ordering with consumer perceptions about online food ordering, and effect of consumer perceptions about online food ordering on consumer behavior are accepted. Hypothesis about the relation between external factors and consumer perception about online food ordering is rejected.v

Keywords

References

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Business Intelligence Management Studies

Analyzing Consumer Perception in Online Food Ordering Systems

References

References

Volume 6, Issue 23
May 2018
Pages 175-212

Analyzing Consumer Perception in Online Food Ordering Systems

References

References

Volume 6, Issue 23May 2018Pages 175-212

Volume 6, Issue 23
May 2018
Pages 175-212