| 摘要: | 隨著我們進入一個更加複雜的時代，我們注意到在柬埔寨目前的情況下，在線食品配送平台日新月異地發展得如此之快，以至於在營業時間內每分鐘都為客戶提供服務。交通擁堵、外賣員的行為以及平台（在線應用）的複雜性是影響柬埔寨在線外賣服務的三大根本原因。在實證研究的基礎上，本研究對使研究模型更有趣、更適應實際情況具有重要的調節作用。本研究的第一個目的是檢驗實證模型，即 TAM2 和服務質量（PZB 模型）、感知有用性和客戶對柬埔寨購買意願的滿意度，因為它是在新環境中如此有效的實施。二是研究主觀規範和E-WOM對行為意向的調節作用。本研究採用定量方法。該調查針對通過 Facebook、Instagram 和 Telegram 等社交媒體在在線平台（google form）上運營的 349 名受訪者進行。本次研究選擇了柬埔寨排名前三的在線食品配送平台，即 Foodpanda、電子獲取和 Nham24。 SPSS 25程序用於測試探索性因素分析、驗證性因素分析和回歸。此外，Smart-PLS 用於測試和檢查研究模型中的假設。感知有用性和客戶滿意度積極參與支持構念之間的關係。總之，服務質量對行為意向的影響起著至關重要的作用，包括感知有用性和客戶滿意度作為部分中介效應。主觀規範和電動口碑被證明具有調節作用，但具有負面意義。由於柬埔寨的這個新手行業，外部環境仍然存在一些影響客戶意向的負面跡象。通過聽取客戶意見開始了解服務質量被認為是服務行業的一項長期業務戰略。
As we move to a more sophisticated era, we have noticed that online food delivery platforms have grown so fast day by day in Cambodia’s current situation to serve their customers every minute during operating hours. Traffic jams, delivery men’s behavior, and the complexity of the platform (online application) are three of the major root causes affecting Cambodia’s online food delivery service. Based on the empirical studies, this study has an important moderating effect in making the research model more interesting and adaptable to the real situation. The first aim of this research is to examine the empirical models, namely, TAM2 and service quality (PZB model), perceived usefulness, and customer satisfaction with purchase intention in Cambodia since it’s such a valid implementation within a new context. The second is to study the moderating effects of Subjective norm and E-WOM that impact on behavioral intention. This research employed a quantitative method. And the survey was conducted on 349 respondents who operate on an online platform (google form) through social media such as Facebook, Instagram, and Telegram, etc. The top three online food delivery platforms in Cambodia were selected for this study, namely Foodpanda, E-Gets, and Nham24. The SPSS 25 program was used to test exploratory factor analysis, confirmatory factor analysis, and regression. Also, Smart-PLS is used to test and examine the hypotheses within the research model. Perceived usefulness and customer satisfaction are positively involved in supporting the relationship among the constructs. In conclusion, service quality plays a crucial role in contributing to behavioral intention, including perceived usefulness and customer satisfaction as the partially mediation effect. Subjective norm and Electric word-of-mouth are demonstrated to have a moderating effect while it comes up with a negative significance. Because of this novice sector in Cambodia, the external environment is still giving some negative signs that affect customer intention. Starting to know the quality of the service by listening to customer opinions is considered a long-term business strategy in the service sector. |
