透明度(行为)
业务
品牌管理
广告
品牌资产
营销
结构方程建模
品牌知名度
风险感知
社会化媒体
焦点小组
感知
心理学
计算机科学
计算机安全
万维网
机器学习
神经科学
作者
Prasanta Kr Chopdar,Justin Paul
出处
期刊:Journal of Research in Interactive Marketing
[Emerald (MCB UP)]
日期:2023-07-18
被引量:2
标识
DOI:10.1108/jrim-12-2022-0368
摘要
Purpose From the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps. Design/methodology/approach First, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and brand trust on users' ordering frequency. Data collected from 522 users were analyzed using the partial least squares structural equation modeling method. Findings The outcomes showed the effectiveness of brand communications as the strongest indicator of brand transparency. Moreover, brand transparency favorably influences users' brand trust and ordering intention and negatively influences perceived risk. Hygiene rating attenuates the adverse effects of perceived risk. Originality/value The current study is a pioneering attempt that offers ways for online food delivery providers to build brand transparency, lessen users' risk perceptions and foster greater use of apps in the post-pandemic scenario.
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