[雙語翻譯]食品外賣外文翻譯--餐桌上的技術(shù)通過移動應(yīng)用程序在線訂購食物

1、8800 英文單詞， 英文單詞，4.7 萬英文字符，中文 萬英文字符，中文 14500 字文獻(xiàn)出處： 文獻(xiàn)出處：Kapoor A P, Vij M. Technology at the dinner table: Ordering food online through mobile apps[J]. Journal of Retailing and Consumer Services, 2018, 43: 342-351.Techno

2、logy at the dinner table: Ordering food online through mobile appsAnuj Pal Kapoor, Madhu VijAbstract Online food-delivery aggregators (OFA’s) are expanding choice and convenience, allowing customers to order from a wide

3、array of restaurants with a single tap on their smart phones. The business of delivering restaurant meals to the home is undergoing rapid change as new online platforms race to capture markets and customers across most o

4、f the metropolitan cities in India. The paper aims to investigate online food aggregators (OFA’s) by proposing and empirically testing mobile app attribute-conversion model, to examine how mobile app attributes of online

5、 food aggregators influence the purchase decision of a consumer and subsequently lead to conversion. A mix method design was adopted for the study and a pilot study comprising of (n=350) respondents was carried out. The

6、study focuses on four key attributes – visual, navigational, information and collaboration design and identifies the most important mobile app attributes while choosing a particular online food aggregator (OFA) in India.

7、1. IntroductionIn the early 2000, the application of third generation (3G) mobile communication technologies triggered mobile commerce development across the world. Subsequently, the switch from feature phones to smart p

8、hones begun and the adoption of smart phones were embraced glob- ally. According to E-Marketer (2014), there will be more than three billion Smartphone users, or one-quarter of the global population, by 2020. In India, t

9、he e-commerce market is expected to grow to US$ 188 billion by 2015 due to the rise in Smartphone penetration and the launch of 4G networks along with increasing consumer wealth. According to Statistica (2017, Dec 21), S

10、martphone penetration in India reached 32% as of Nov 2017.A unique trend which has picked up with the introduction of smart phones is the mobile apps. In simple words, a mobile app is a software application developed spe

11、cifically for use on small, wireless computing devices, such as smart phones and tablets, rather than desktop or laptop computers. The rapid adoption of smart phones and subsequent development of mobile applications (“ap

12、p” or “apps” hereafter) have been changing the ways in which customers interact with a brand. The rapid growth of mobile technologies comes with the proliferation of various types of apps. Over 6 billion apps have been d

13、ownloaded in India (Statistics 2017, Dec 21) and account for more than 50% of time spent on digital media (Lipsman, 2014, June 25), suggesting that apps have deeply penetrated into the daily lives of Smartphone users. To

14、day, everything can be practically purchased online, from daily grocery to flight or hotel bookings, ordering food or even buying a house. In India, online shoppers among internet users have increased from merely 0.1 mil

15、lion in 2006 to around 100 million in 2017, showing a growth of 900% (Kearney, 2016). This rapid growth raises interest in academia and turns e-commerce into an attractive field of research. Mobile apps provide an effect

16、ive channel for companies to connect with their customers (Ostdick, 2016). Actually, the mobile platform has fundamentally revolutionized the manner in how an online food aggregator leads to an increase in customer usage

17、, using the concept of mobile attributes. By applying these concepts to mobile apps, this study expands our understanding of how the use of interactive technology influences purchase behavior. Given the issues of using s

18、elf-reported measures of mobile phone use (Boase and Ling, 2013) and purchase intentions (vanNoort et al., 2012), our study adds to the mobile marketing literature by incorporating behavioral measures of app use and purc

19、hase histories.To explore the role of mobile app in consumer engagement, the current study developed and empirically tested a model to examine how mobile app attributes of online food aggregators influence the purchase d

20、ecision of a consumer and subsequently lead to conversion. The study focuses on four key attributes – visual, navigational, information and collaboration design and identifies their effect on final conversion i.e., when

21、a customer places an order with a food aggregator and makes the payment either online or on delivery.Three of the constructs i.e., visual, navigational and information have been adapted from previous studies whereas the

22、fourth construct, collaboration is a result of the pre study conducted. Collaboration basically refers to alliances between multiple e-commerce players in order to increase leads and make higher sales. A classical exampl

23、e of collaboration is online food aggregators and Paytm in India. Paytm is an online wallet organization and has a tie up with Zomato (OTA's). When an individual orders food through Zomato and uses Paytm as the payme

24、nt mode, a cashback of 10–15% is provided on the final bill. As a result, the customer pays through Paytm and saves 10–15%. Now, with this collaboration, the customer saves money, food is ordered through Zomato and Paytm

25、 app is being installed and used by users, thus going cashless. This partnership between Zomato and Paytm is termed as Collaboration as the two organizations, collaborate together in serving the customer and increasing t

26、heir sales. Similarly, there are other ecommerce players such as Uber (Online Taxi Service) which also collaborate with online food aggregators and results in higher sales. Collaboration attribute was found to be the mos

27、t important attributes, when a customer places an order online as compared to the other attributes. The positive relationship between collaboration and conversion asserts that consumers are driven by offers and discounts

28、, provided by online retailers. Other attributes like visual, information and navigation design also had a positive relation with conversion and influences a customer while choosing between various online food aggregator

29、s while ordering food, online. Information design was found to be the next most important attribute resulting in conversion. We found that in addition to collaboration and information design, navigational design also sig

30、nificantly affects conversion. Navigational design refers to the transition for a customer from one page to another. Our study revealed that visual design also has a positive effect on the conversion. Though visual desig

31、n has the least effect on conversion, but the aesthetics are always important while designing a mobile app. Overall, the study identifies the most important mobile app attributes while choosing a particular online food a

32、ggregator and how does it influence the conversion for a particular online food aggregator (OFA) in India. The remaining part of this research paper is organized as follows.Section 2 contains the conceptual framework

33、as well as theoretical explanation of the hypotheses considering current research findings. The employed methods are explained in Section 3, and the results of the study are presented and discussed in Section 4. Section