关于在线食品配送服务客户消费意向影响的研究:卡路里标签作为调节变量
相关实验视频
Updated: Sep 18, 2025

07:07
Errors as a Means of Reducing Impulsive Food Choice
Published on: June 5, 2016
8.8K
1College of Economics and Management, Jiangsu University of Science and Technology, Zhenjiang, China.
PloS one
|June 26, 2025
概括
在线食品配送 (OFD) 服务质量和厨房照片显著影响客户的意图. 卡路里标签对健康餐饮有积极的适度,但对甜点或油炸食品没有.
科学领域:
- 消费者行为 消费者行为
- 电子商务是电子商务.
- 医疗信息学 医疗信息学
背景情况:
- 越来越多的健康意识增加了客户对在线食品配送 (OFD) 中的卡路里标签的关注.
- 现有的OFD服务质量研究缺乏关注营养信息的调节作用.
研究的目的:
- 调查OFD服务属性对消费意向的影响.
- 检查卡路里标签对这种关系的缓解作用.
- 为改善 OFD 服务质量和客户参与提供见解.
主要方法:
- 基于SERVQUAL模型和计划行为理论的结构方程建模 (SEM).
- 调查问卷调查了222个有效的答案,来自中国的OFD用户.
- 使用SPSS和AMOS软件进行数据分析.
主要成果:
- 食品质量 (β=0.652) 和厨房照片 (β=0.849) 显著影响消费意图.
- 卡路里标签显示了部分缓解效应.
- 卡路里标签对 OFD 服务质量对轻食和自制食品商店的消费意向的影响产生了积极的缓解,但对甜点和炸食品商店的影响并非如此.
结论:
- 食品质量和视觉呈现 (厨房照片) 是OFD客户意图的关键驱动因素.
- 卡路里标签是健康食品选择的有效调节者,影响消费者选择.
- 调查结果为OFD平台提供了可操作的见解,以提高服务质量和定制营养信息战略.
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