نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد، گروه مدیریت کسب و کار-فناوری، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران.
2 استادیار، گروه مهندسی صنایع، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران.
3 استادیار، گروه مدیریت، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose: In today’s digital economy, e-commerce has become a cornerstone of modern business, profoundly transforming organizational operations and consumer purchasing behavior. Online shopping platforms have been central to this shift across various industries. One particularly notable area of transformation is the online food delivery sector. Among the leading platforms in this space is SnapFood, which has streamlined the process of ordering meals through its digital interface. This study aims to examine the impact of e-commerce on purchase intention, with a specific focus on the mediating role of social applications among SnapFood users.
Method: This applied, descriptive-survey research targeted the population of SnapFood users in Tehran. A stratified sampling method was employed, and based on Morgan's table, a sample size
of 384 participants was determined. Data were collected through a structured questionnaire. The questionnaire's validity was confirmed through construct validity, and its reliability was verified using Cronbach’s alpha coefficient. A one-sample t-test was utilized to assess the status of the research indicators. Data analysis was conducted using SPSS 22 and AMOS 26, employing statistical techniques including the Kolmogorov–Smirnov test and structural equation modeling (SEM) to evaluate model fit.
Findings: For the variables of social applications, e-commerce, and purchase intention, the Kolmogorov–Smirnov test statistics were 0.25, 0.14, and 0.89, respectively—all below the critical threshold of 1.96—indicating that the data distribution for each variable met the assumption of normality. Results from the confirmatory factor analysis (CFA) demonstrated a satisfactory model fit across all constructs, confirming that the measurement indicators appropriately represented their corresponding latent variables. The path coefficient between e-commerce and social applications was 0.58, with a significance value of 7.48, indicating a statistically significant relationship. Similarly, social applications had a significant influence on purchase intention, with a coefficient of 0.42 and a
p-value of 0.004. The direct effect of e-commerce on purchase intention was also significant, with a coefficient of 0.32 and a significance value of 3.12. Respondents rated all research indicators above the average level.
Conclusion: The analysis confirms that e-commerce has a significant direct impact on purchase intention and also directly influences the use of social applications. Social applications, in turn, significantly affect purchase intention, serving as a mediating factor in the relationship between
e-commerce and purchase intention. Based on these findings, it is recommended that businesses develop marketing strategies driven by social media to promote their products and services. Key strategies may include targeted advertising, content marketing, promotional campaigns, discount offers, customer engagement initiatives, and interactive online events. Additionally, given the positive relationship between e-commerce and purchase intention, businesses should leverage digital marketing tools, enhance the online shopping experience, and implement loyalty programs to increase customer engagement and conversion rates.
کلیدواژهها [English]
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