Управленец

2218-5003

2686-7923

10.29141/2218-5003-2024-15-3-7

COEGNA

https://upravlenets.usue.ru/ru/-2024/1627

Мобильные приложения по доставке еды: факторы удержания потребителей в рамках модели UTAUT2

Why do people use mobile food ordering apps?: Extended UTAUT2

Эрдем

Ирем Каймакси

Эрдем

Ирем Каймакси

Irem

Kaymakci Erdem

iremkaymakciii@gmail.comЧелик

Камил

Челик

Камил

Çelik

Kamil

kcelik@bartin.edu.tr

Bartin University (Bartin, Turkey)Бартынский университет (г. Бартын, Турция)

09072024

153991190611202316012024

CC BY-NC 4.0

Новые технологии существенно трансформируют привычки потребителей, в том числе в сфере доставки продуктов питания и готовых блюд. Традиционно заказы оформлялись по телефону или электронной почте, однако развитие средств коммуникации привело к созданию более эффективного и быстрого способа размещения заказов – через мобильные приложения по доставке еды (MFOA). С ростом их популярности вопрос изучения поведения потребителей становится еще более актуальным. Статья направлена на изучение факторов, влияющих на намерения потребителей длительно использовать мобильные приложения по доставке еды. Методологическая основа работы представлена классической теорией маркетинга. Методы исследования – моделирование структурными уравнениями, факторный анализ. Информационную базу работы составили данные опроса 441 пользователя MFOA-приложений Турции, проведенного в декабре 2021 г. – марте 2022 г. Для сбора данных использовалась анкета на основе адаптированной модели UTAUT2: семь исходных переменных дополнены тремя параметрами, специфичными для мобильных приложений, – наличием отзывов, рейтингов и возможностью отслеживания заказа онлайн. Полученные данные анализировались в статистической программе R Software. Результаты исследования показывают, что на намерение потребителей размещать заказы через MFOA-приложения существенно влияют шесть факторов: доступность рейтингов, простота использования, онлайн-трекинг, ценовая политика, привычка и стремление к гедонизму. В то же время такие факторы, как влияние социальной среды, технические характеристики приложений, их общая полезность и онлайн-отзывы, не оказывают значимого влияния на стремление к дальнейшему использованию приложений. Выводы исследования вносят вклад в изучение потребительских предпочтений и могут быть полезны компаниям, использующим MFOA-приложения для увеличения их доли рынка.

With the advancement of technology, many habits of people have changed. One of these is the habit of ordering food. While people used to place food orders through traditional means such as phone or email, nowadays, they can do so more quickly and easily through mobile food ordering applications (MFOAs). The increasing use of MFOAs has necessitated the exploration of factors influencing individuals’ intention to reuse these applications. The aim of this study is to investigate the factors influencing individuals’ intention to reuse MFOAs. The study is based on marketing theory and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. In addition to the seven variables proposed by UTAUT2, variables related to the characteristic features of MFOAs, such as online reviews, online ratings, and online order tracking, have been added to the same model. The research data were obtained from surveys conducted with 441 MFOA users between December 2021 and March 2022. The collected data were analyzed using structural equation modeling in the R Software. As a result, it was observed that online ratings, effort expectation, online order tracking, price value, habit, and hedonic motivation variables have a significant and positive impact on the intention to reuse MFOAs. Social influence, facilitating conditions, performance expectation, and online reviews were found to have no effect on customers’ reuse intentions toward MFOAs. The findings of the study provide insights into understanding consumer preferences and purchase intentions, offering a prediction for MFOA service providers competing for a larger market share.

потребительское поведение;удержание клиентов;постоянные пользователи;мобильные приложения;доставка еды;UTAUT2;Турция.

consumer behaviour;customer retention;continuing use intent;mobile apps;mobile food ordering apps;UTAUT2;Turkey.

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