بررسی نقش تئوری یکتای پذیرش بر قصد خرید با توجه به نقش تبلیغات شفاهی دیجیتال مشتریان اسنپ فود

The primary objective of this study is to investigate the role of the Unified Theory of Acceptance on purchase intention, considering the influence of digital word-of-mouth advertising among Snappfood customers. This research, in terms of data collection methodology, is descriptive and survey-based, and from a purpose perspective, it is applied. It is designed based on data collection and a descriptive-survey research framework. Accordingly, the statistical population of this study comprises Snappfood customers. Based on the Cochran formula, a sample size of 385 individuals was selected using the simple random sampling method. To measure the variables, standard questionnaires developed by Maya et al. (2018), Lin et al. (2017), and Abdollah Alwan (2020) were utilized. To localize the questionnaire, its validity was confirmed with input from the academic advisor and other professors. After collecting the questionnaires, the data were entered into the SPSS software and the SmartPLS4 software package. Subsequently, the data were analyzed using structural equation modeling techniques, relevant statistical measures, and associated tests. The results indicate that the Unified Theory of Acceptance significantly influences purchase intention and digital word-of-mouth advertising among customers. Furthermore, digital word-of-mouth advertising significantly affects purchase intention.