Comparing the effect of online food ordering channels on the purchase intention of customers (internal and outsourcing)

Considering the development of technology and the increasing importance of online food ordering channels, this study aims to compare the effect of online food ordering channels on customers' purchase intention. This research is descriptive-analytical in nature, practical in terms of purpose, and based on the survey method. In the beginning, by reviewing the subject literature, the conceptual model of the research was obtained and led to model hypotheses that were tested by the structural equation modeling and partial least squares (PLS-SEM) approach in two outsourcing channels including Snapfood and the internal website of well-known chain restaurants in Tehran. Findings prove the positive effect of service quality, service attractiveness, and fair price on the perceived value of the distribution channel, while channel reputation has no significant effect on the perceived value of customers. Moreover, the results depict that the perceived value of distribution channels, customer satisfaction, and word-of-mouth advertising has a significant positive effect on the customer's purchase intention through the online channel, although there is an intensive total effect (indirect and direct) of perceived value on the customer's purchase intention In the outsourcing channel, contrary to the internal website.