Hành vi khuyến nghị sử dụng ứng dụng đặt và giao nhận thức ăn trên điện thoại di động: Tác động của yếu tố chất lượng và yếu tố công nghệ
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Từ khóa:
Ứng dụng giao nhận thức ăn
niềm tin khách hàng
hành vi khuyến nghị
chất lượng ứng dụng di động
tính dễ sử dụng
tính hữu ích
Tóm tắt
Hành vi khuyến nghị đóng vai trò quan trọng trong chiến lược tiếp thị của doanh nghiệp. Nghiên cứu này nhằm kiểm chứng các yếu tố ảnh hưởng đến hành vi khuyến nghị sử dụng ứng dụng đặt và giao nhận thức ăn di động (MFOD). Một cuộc khảo sát trực tuyến được thực hiện với 494 phản hồi hợp lệ. Kết quả là, giả thuyết về mối quan hệ giữa niềm tin và hành vi khuyến nghị của khách hàng được chấp nhận. Chất lượng ứng dụng được coi là yếu tố ảnh hưởng nhiều nhất đối với hành vi khuyến nghị sử dụng ứng dụng MFOD. Mặc dù, tính hữu ích của ứng dụng có ảnh hưởng đến hành vi khuyến nghị, nhưng không có mối liên hệ nào giữa tính dễ sử dụng và hành vi khuyến nghị đối với ứng dụng MFOD. Các gợi ý về chính sách đã được cung cấp cho các bên tiếp thị và quản lý của dịch vụ MFOD nhằm cải thiện chất lượng ứng dụng và xây dựng chiến lược tiếp thị để nâng cao nhận thức của khách hàng về tính hữu ích của ứng dụng MFOD.
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Sử Ngọc Diệp, Thái Thị Huyền Trâm, và Lê Văn Huy. “Hành Vi khuyến nghị sử dụng ứng dụng đặt Và Giao nhận thức ăn Trên điện thoại Di động: Tác động của yếu tố chất lượng Và yếu tố công nghệ”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 20, số p.h 8, Tháng Tám 2022, tr 33-39, https://jst-ud.vn/jst-ud/article/view/7937.
