Tüketicilerin Online Yemek Siparişi Verme Niyetlerini ve Yeme Motivasyonlarını Etkileyen Faktörlerin Araştırılması

Yazarlar

DOI:

https://doi.org/10.63556/tisej.2025.1608

Anahtar Kelimeler:

Akıllı Telefon Bağımlılığı- Yeme Motivasyonu- Algılanan Değer- Promosyon- Online Yemek Siparişi Verme Niyeti

Özet

Tüketicilerin online yemek siparişi verme niyetlerinde ve yeme motivasyonlarında birçok unsur etkili olabilmektedir. Mevcut araştırma, bu unsurları tüketicilerin akıllı telefon bağımlılığı, yaşam doyumu, online yemek siparişi vermenin algılanan değeri ve online yemek siparişi ile ilgili promosyonlar açısından ele almayı amaçlamıştır. Kantitatif yaklaşım içeren bu araştırmanın tasarımı tanımlayıcı ve ilişkisel analiz yöntemlerinden oluşmaktadır. Amaçlı örnekleme kapsamında, daha önce online yemek siparişi veren 305 üniversite öğrencisinden online anket formu ile veriler sağlanmıştır. Kısmi en küçük kareler yapısal eşitlik modellemesi ile geçerlilik, güvenilirlik, doğrudan ve dolaylı etkilerin analizleri yapılmıştır. Araştırmanın bulguları incelendiğinde, akıllı telefon bağımlılığı yoğun olan tüketicilerin duygusal ve ekonomi yönlü yeme motivasyonlarının da yoğun olduğu, duygusal ve ekonomi yönlü yeme motivasyonlarının yoğun olmasının ise online yemek siparişi ile ilgili promosyonlardan daha fazla yararlanmalarını artırdığı tespit edilmiştir. Tüketicilerin akıllı telefon bağımlılıkları arttıkça ekonomi yönlü yeme motivasyonları artmakta, ekonomi yönlü yeme motivasyonlarının artması ise online yemek siparişi verme niyetine yönelik algıladıkları değeri de artırmaktadır. Tüketicilerin online yemek siparişine yönelik algılanan değerleri arttıkça online yemek siparişi verme niyetleri de artmaktadır. Sağlık yönlü yeme motivasyonuna sahip tüketicilerin ise yaşam doyumları yüksek olmaktadır. Ayrıca, duygusal ve ekonomi yönlü yeme motivasyonları ile algılanan değerin aracılık rolleri de araştırmada tespit edilmiştir. 

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22-09-2025

Nasıl Atıf Yapılır

SARAL, İlknur. (2025). Tüketicilerin Online Yemek Siparişi Verme Niyetlerini ve Yeme Motivasyonlarını Etkileyen Faktörlerin Araştırılması . Üçüncü Sektör Sosyal Ekonomi Dergisi, 60(3), 2913–2939. https://doi.org/10.63556/tisej.2025.1608

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