Управленец

2218-5003

2686-7923

10.29141/2218-5003-2025-16-1-6

https://elibrary.ru/item.asp?id=80429157

Стимулы к участию в eWOM-коммуникации: опыт пользователей мобильных приложений по доставке еды

Antecedents of eWOM communication among users of mobile food ordering applications

Челик

К.

Челик

К.

Çelik

kcelik@bartin.edu.trЯник

Г.

Яник

Г.

Yanik

gyanik@bartin.edu.tr

Bartın UniversityБартынский университет

12032025

16176911502202407052024

CC BY-NC 4.0

К. Челик, Г. Яник

K. Çelik, G. Yanik

С развитием цифровых технологий и социальных медиа понимание механизмов сарафанного радио в интернет-среде (eWOM) приобрело особенно большое значение для компаний, стремящихся сформировать положительный имидж и эффективную стратегию развития. Статья посвящена выявлению факторов, побуждающих потребителей к участию в электронном сарафанном радио. Полигоном исследования выступила сфера общественного питания как одна из наиболее подверженных воздействию eWOM. На примере мобильных приложений по доставке еды (MFOA), представляющих инновационный канал взаимодействия и привлечения клиентов, проанализирована роль четырех факторов - доверия, цифровой удовлетворенности (eSatisfaction), цифровой лояльности (eLoyalty) и воспринимаемой ценности - в стимулировании пользователей к eWOM-коммуникации. Методологическая основа работы представлена классической теорией маркетинга. Методы исследования - моделирование структурными уравнениями, факторный анализ. Информационную базу работы составили данные опроса 579 пользователей MFOA-приложений Турции, проведенного в период с января по июнь 2023 г. Обнаружено, что только три фактора - доверие, цифровая удовлетворенность и цифровая лояльность - стимулируют пользователей MFOA-приложений к участию в электронном сарафанном радио; гипотеза о значимой роли воспринимаемой ценности в данном процессе не нашла подтверждения. Совокупность трех указанных факторов является предпосылкой к написанию положительных отзывов, что в итоге повышает популярность приложения. Результаты исследования представляют интерес для руководителей предприятий общественного питания в части управления репутацией бренда, осмысления конкурентных преимуществ и поведения потребителей.

With the rapid progress of digitalization and the increasing use of social media, understanding the mechanisms that drive electronic word of mouth (eWOM) is crucial for businesses wishing to form a positive image and formulate an effective development strategy. The study aims to identify the factors behind consumers’ intention to generate and disseminate eWOM. The catering industry, as one of the most susceptible to the impact of eWOM, was chosen as the research area. Using the case of mobile food ordering applications (MFOAs) viewed as innovative channels to reach customers and provide quality service, the paper analyses the role of four factors - trust, eLoyalty, eSatisfaction and perceived value - in stimulating eWOM communication among MFOAs users. Marketing theory constitutes the methodological framework of the study. The research methods are structural equation modelling and confirmatory factor analysis. Empirical data were obtained from a survey conducted with 579 MFOA users between January and June 2023 in Turkey. The results indicate that trust, eLoyalty, and eSatisfaction variables have a significant and positive impact on eWOM. Additionally, it was found that perceived value does not have a significant impact on eWOM. It was concluded that MFOAs users must have trust, eLoyalty and eSatisfaction in order to create positive eWOM, which ultimately results in an increase in the apps popularity. Business managers in the restaurant industry can benefit from the findings to manage brand reputation effectively and understand competitive advantages and consumer behaviour.

потребительское поведениеэлектронное сарафанное радиомобильные приложениядоставка едыцифровая удовлетворенность потребителяцифровая лояльностьтурция

consumer behaviourelectronic word of mouth (eWOM)mobile appsmobile food ordering apps (MFOAs)eSatisfactioneLoyaltyturkey

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