The Role of Unified Theory of Acceptance on Purchase Intention with Respect to the Role of Digital Word-of-Mouth Advertising Among Snap Food Customers

Document Type : Original Article

Authors
Seyed Hossein Hosseini 1
Ehsan Safaei 2
1 Assistant Professor, Management Department, Shahrood Branch, Islamic Azad University, Shahrood, Iran
2 PhD student in Business Administration, Faculty of Management, Shahrood Branch, Islamic Azad University, Shahrood, Iran.
10.22034/jmek.2025.509754.1170
Abstract
The primary objective of this study is to investigate the role of the Unified Theory of Acceptance on purchase intention, specifically considering the mediating influence of digital word-of-mouth (eWOM) advertising among Snappfood customers in Iran. This research is applied in terms of its purpose and utilizes a descriptive-survey methodology for data collection. The statistical population of this study comprises the customers of the Snappfood online food delivery platform. Since the exact population size was unknown, a sample size of 385 individuals was determined using the Cochran formula and selected through a simple random sampling method. To accurately measure the research variables, standard and validated questionnaires developed by Maya et al. (2018), Lin et al. (2017), and Alalwan (2020) were utilized. The face and content validity of the localized questionnaires were confirmed by academic advisors and subject matter experts, while reliability was established via Cronbach's alpha coefficients exceeding 0.70. Following data collection, the gathered data were imported into SPSS and SmartPLS4 software packages. The data were subsequently analyzed utilizing structural equation modeling (SEM) techniques, alongside relevant descriptive and inferential statistical measures. The empirical results indicate that the Unified Theory of Acceptance has a significant positive impact on both purchase intention and digital word-of-mouth advertising among customers. Furthermore, digital word-of-mouth advertising significantly and positively affects customers' purchase intention. These findings highlight the critical role of technology acceptance and electronic recommendations in shaping consumer behavior in the digital food delivery market.
Keywords
Digital Word-of-Mouth Advertising
Unified Theory of Acceptance
Purchase Intention
Snappfood
Subjects

 

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Management, Economics and Entrepreneurship Studies
Volume 6, Issue 3
Autumn 2025
Pages 84-98

  • Receive Date 25 December 2024
  • Revise Date 26 January 2025
  • Accept Date 02 December 2025