Yemek Siparişi Uygulamaları Tüketim Değerleri, Tekrar Kullanma Niyeti ve EAAP Davranışı Arasındaki İlişki (The Relationship Between Food Ordering Applications Consumption Values, Reuse Intention and eWOM Behavior)
DOI:
https://doi.org/10.21325/jotags.2023.1318Keywords:
Consumption values, Electronic word-of-mouth (eWOM) behavior, Reuse intention, Food ordering applicationsAbstract
Food ordering applications offer many advantages such as easy ordering, faster delivery of food, convenience and time saving. Along with these advantages, the popularity of food ordering apps is evident from their worldwide growth potential. The aim of this research is to determine the relationships between the consumption values of food ordering applications and the intention to reuse and electronic word-of-mouth (eWOM) behavior. Research data were collected through an online questionnaire. Analyzes were conducted with data collected from 281 consumers using food ordering applications. Structural equation modeling (SEM) was used to test the hypotheses developed within the scope of the study. According to the results obtained, the positive effects of price value, visibility and opportunity value on reuse intention were determined. It is thought that the findings obtained in the research will contribute to the development of effective advertising and communication strategies for food ordering applications.
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