Yan, Shiqiang; Sidah Id is; Sya i ah Hanum Ali
A icle
A model o online ood deli e y sys em se ices and
es au an pe o mance: A case s udy o China
Global Business & Finance Re iew (GBFR)
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People & Global Business Associa ion (P&GBA), Seoul
Sugges ed Ci a ion: Yan, Shiqiang; Sidah Id is; Sya i ah Hanum Ali (2024) : A model o online ood
deli e y sys em se ices and es au an pe o mance: A case s udy o China, Global Business &
Finance Re iew (GBFR), ISSN 2384-1648, People & Global Business Associa ion (P&GBA), Seoul, Vol.
29, Iss. 3, pp. 1-15,
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I. In oduc ion
Since 2020, he wo ldwide ca e ing business has
Recei ed: Dec. 27, 2023; Re ised: Jan. 12, 2024; Accep ed: Jan. 22, 2024
† Co esponding au ho : Sidah Id is
E-mail: [email protected]
aced an unp eceden ed c isis due o he pandemic
(Jang, 2021). Res au an s, a e ns, and o he ca e ing
businesses a e banned in public loca ions. These c ises
ha e made ea e ies ely inc easingly on akeou (Oh &
Yi, 2023). Due o business obs acles, many es au an s
s uggle wi h akeou (Ahuja e al., 2021).
The li e a u e on es au an ope a ions has seen
signi ican g ow h in ecen yea s Ne e heless, he
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 1-15
pISSN 1088-6931 / eISSN 2384-1648∣H ps://doi.o g/10.17549/gb .2024.29.3.1
ⓒ 2024 People and Global Business Associa ion
GLOBAL BUSINESS & FINANCE REVIEW
www.gb jou nal.o g
o inancial sus ainabili y and people-cen e ed global business1)
A
Model o Online Food Deli e y Sys em Se ices and Res au an
Pe o mance: A Case S udy o China
Shiqiang Yana,b, Sidah Id isb†, Sya i ah Hanum Alib
aSchool o Managemen Science and Enginee ing, Baise Uni e si y, Guangxi, China
bFacul y Business, Economic and Accoun ancy, Uni e si i Malaysia Sabah (UMS), Ko a Kinabalu, Malaysia
A
B S T R A C T
Pu pose: Th ough he lens o business pe o mance heo y, his s udy examines he e ec o online ood deli e y
sys em se ices on es au an pe o mance by analyzing he pe o mance o es au an s engaged in akeaway
se ices. The mode a ing e ec s o es au an a ibu es on es au an pe o mance a e also in es iga ed.
Design/me hodology/app oach: This esea ch applies a posi i is pa adigm whe e a quan i a i e app oach was se-
lec ed o ga he he in o ma ion om he esponden s based on he es ablished sample size h ough G-POWER
so wa e. By applying he judgemen sampling echnique, he s udy seeks answe s om he esponden s h ough
non-p obabili y sampling. Using he so wa e Sma PLS 3.3.3, his s udy analyzed 220 comple ed esponses using
he PLS-SEM app oach o each he esea ch objec i es.
Findings: The indings sugges ed ha he basic se ices and click- h ough p omo ion se ice di ec ly and posi i ely
a ec ed es au an pe o mance. The discoun se ice has no signi ican in luence on he es au an pe o mance.
The s udy con i ms ha size shown a posi i e in e ac ion wi h click- h ough p omo ion se ice in ela ion o es au-
an pe o mance, whe eas he a iable o p ice o main dishes demons a ed a nega i e in e ac ion wi h click- h ough
p omo ion se ice in ela ion o es au an pe o mance. The e is no subs an ial mode a ing in luence o age.
Resea ch limi a ions/implica ions: The cu en s udy is limi ed o he geog aphical a ea, o Baise, Guangxi China.
The e o e, gene alizabili y and gain a be e knowledge o he o e all con ex is limi ed. Addi ionally, due o he single
ime pe iod o da a collec ion, i may no ep esen he long- e m akeou business ope a ion o ca e ing businesses.
O iginali y/ alue: The esea ch model is alid in explaining he impac o online ood deli e y sys em se ices
on es au an pe o mance. In his ligh , unde s anding hese in luencing ela ionships in his s udy will p o ide
aluable insigh s in o he ope a ion o a akeou ca e ing en e p ise. These would also bene i he ela ed go e nmen
agencies, es au an owne s o manage s, and he esea che s.
Keywo ds: Cha GPT, Cha GPT ban, Cha GPT in educa ion, Academic in eg i y
ⓒ
Copy igh : The Au ho (s). This is an Open Access jou nal dis ibu ed unde he e ms o he C ea i e Commons A ibu ion
Non-Comme cial License (h ps://c ea i ecommons.o g/licenses/by-nc/4.0/) which pe mi s un es ic ed non-comme cial use, dis ibu ion
,
and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed.
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 1-15
2
p edominan a ea o schola ly in es iga ion has been
di ec ed owa ds he examina ion o se ice quali y
(Kukanja e al., 2023), cus ome beha io (Jang,
2022), de e minan s o online ood deli e y (OFD)
sales (Oh & Yi, 2023), au hen ic leade ship (Lee
e al., 2016), and cus ome sa is ac ion (Gup a e
al.,, 2007). The e is a signi ican lack o schola ly
ma e ial ega ding he in luence o se ices p o ided
by OFD pla o m on es au an pe o mance. Analyzing
he impac o a ious se ices p o ided by he OFD
pla o m on es au an pe o mance in he con ex
o online-o line compe i ion is a opic o signi ican
impo ance.
This s udy aims o explo e he exis ing li e a u e
on he ope a ional aspec s o ca e ing en e p ises,
ocusing on hei ope a ions in an online-o line
en i onmen . In his s udy, we analyzed he impac
o se ices p o ided by he OFD pla o m on RP
using a sample o 220 ca e ing en e p ises ope a ing
in he akeaway sec o in Baise, Guangxi, China.
The esul s o ou s udy con ibu e o he cu en
body o li e a u e on he e ec o se ices p o ided
by he OFD pla o m on es au an pe o mance (such
as ope a ional e iciency and inancial pe o mance
o es au an s) and expand he esea ch on he akeou
indus y, including elemen s such as basic se ices
(including online ood sea ching, o de ing, and deli e y
se ices) and alue-added se ices such as discoun
se ice and click- h ough p omo ion se ice. Mo eo e ,
his s udy p esen s new empi ical indings conce ning
he mode a ing e ec s o p ices o main dishes, age,
and size on he ela ionship be ween di e en se ices
p o ided by he OFD pla o m and es au an
pe o mance. This s udy aims o o e signi ican insigh s
and p ac ical ecommenda ions o p o essionals and
s akeholde s in his sec o .
II. Li e a u e Re iew and Hypo heses
De elopmen
A. Res au an Pe o mance (RP)
The RP is he ope a ion bene i o es au an and
achie emen o ope a o s in a ce ain ime. The
p o i abili y, asse ope a ion le el, sol ency and
subsequen de elopmen abili y o he en e p ise
belongs o he ope a ion bene i . The con ibu ion
o ope a o s o he ope a ion, g ow h and de elopmen
o he en e p ise belongs o he achie emen o
ope a o s (Tian, 2021). Ex ensi e schola ly in es iga ion
has been conduc ed o analyze he a ious aspec s
ha impac he ope a ional ou comes o es au an s
in physical, non-digi al en i onmen s. Pa k(2016)
in es iga ed he e ec s o co po a e eal es a e (CRE)
owne ship o he pe o mance o anchise es au an
companies. Chen (2018) ca ego izes he de e minan s
in o wo p ima y classi ica ions: cha ac e is ics ela ed
o es au an ope a ions and ac o s associa ed wi h
he ope a ing en i onmen . Mul iple ac o s con ibu e
o he ope a ional dynamics o a es au an . DiPie o
e al. (2011) asse ha he conside a ion o QSC
(Quali y, Se ice, and Cleanliness) is a c ucial elemen
wi hin he ealm o co po a e ope a ions. I is impo an
o acknowledge ha dis ibu ion channels ha e a
signi ican impac in he ope a ional con ex (Kimes
and McGui e, 2001). Based on he a o emen ioned
indings, schola s ha e es ablished a ious heo e ical
amewo ks o e alua e he online RP. Nume ous
models ha e been u ilized by esea che s o examine
he dynamic ela ionship be ween es au an s and he
elemen s ha in luence hem. The s udy has de i ed
h ee signi ican disco e ies om hei in es iga ion,
which ha e subsequen ly in luenced he nex sec ions
o his esea ch.
①
When analyzing he co ela ion be ween RP and
goal pa ame e s, i is c ucial o conside es au an
a ibu es.
②
The impac o al e a ions in he ope a ional
con ex on pe o mance le els exhibi s a iabili y
among se e al ca ego ies o es au an s.
Consequen ly, i is impe a i e o in eg a e
Shiqiang Yan, Sidah Id is, Sya i ah Hanum Ali
3
se e al ca ego ies o es au an s in o he su ey.
③
The selec ion o da a ype should be cong uen
wi h he limi a ions imposed by he esponden s,
and he choice o model should be con ingen
upon he le el o expe ise in handling he da a.
B. The Online Food Deli e y Sys em (OFDS)
Se ices
Online ood deli e y sys em (OFDS) se ices a e
a se ies o suppo ing se ices de eloped by he OFD
pla o m o in eg a e geog aphically dispe sed
cus ome s and es au an s in o a uni ied online
ma ke place(Fu unes e al., 2019). Semi-s uc u ed
in e iews we e conduc ed wi h eigh p ac i ione s
in he akeaway indus y om Baise, Guangxi, China
in o de o gain a ull unde s anding o OFDS se ices
and de elop speci ic i ems o in es iga ing hei
impac on RP. The i ems used in his in e iew a e
p esen ed in Table 1. P io o he commencemen
o he o mal in e iew, he in e iewees we e
p o ided wi h comp ehensi e explana ions on he
hemes unde discussion (Sim e al., 2021). Each
in e iew session had a du a ion o oughly 90 minu es
o each pa icipan .
The in e iews yielded a comp ehensi e and
me hodical comp ehension o OFDS se ices, which
can be summa ized as ollows:
Fi s , he OFDS se ices include online s o e
display and sea ch, o de ing and se lemen , ood
deli e y, consume e alua ion and eedback, discoun
p omo ions, click- h ough p omo ion, e c. Acco ding
o he unc ion o hese se ices, hey can be di ided
in o basic se ices and alue-added se ices.
Second, basic se ices e e o he se ices ha
enable es au an s o conduc online ca e ing ansac ions.
These basic se ices include online p esen a ion, o de
p ocessing, deli e y, and e alua ion.
Thi d, alue-added se ices e e o se ices ha
ha e he abili y o inc ease he RP. The alue-added
se ices encompass discoun p omo ion (DP) and
click- h ough p omo ion (CTP). The discoun p omo ion
helps me chan s inc ease sales by discoun ing meals
o p o iding coupons. Mos discoun p omo ion
se ices a e ini ia ed by he OFD pla o m. The
click- h ough p omo ion se ice helps me chan s
inc ease sales by inc easing hei exposu e and
imp o ing hei anking in he sea ch lis . The
click- h ough p omo ion se ice is cha ged based on
he numbe o cus ome iews.
C. Resea ch Model and Hypo heses
Figu e 1 displays he concep ual model employed
Figu e 1. Concep ual model
NO. Ques ions
1 How many alue-added se ices does he OFD company p o ide?
2 Please in oduce each kind o alue-added se ices b ie ly.
3 Wha ypes o es au an s a e applicable o each alue-added se ice
4 Please add impo an in o ma ion omi ed by he au ho .
Table 1. The ques ions o semi-s uc u e in e iews conduc ed wi h akeaway pla o m manage s
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 1-15
4
in his s udy. The cons uc ion o his model is
conduc ed wi h he supe ision o business pe o mance
heo y, as ou lined by Hao, Qu and Wu (2008).
Acco ding o Llach Pe amon, del Ma Alonso-
Almeida and Bagu -Femenías (2013), he e alua ion
o RP can be ca ego ized in o h ee key dimensions:
e iciency, ou comes, and compe i ion. E iciency is
a me ic ha quan i ies he a io o inpu o ou pu
inside o ganiza ions. The ou come is a me ic ha
signi ies he le el o consume awa eness and
acknowledgemen owa ds he p oduc s o se ices
o e ed by he i m. Compe i i eness e e s o he
capaci y o i ms o e ec i ely adjus o he p e ailing
ma ke condi ions and a ain ad an ageous posi ions
in he ma ke . D awing upon schola ly discou se
su ounding business pe o mance, he no ion o
es au an pe o mance (RP) can be de ined as he
a ainmen and mani es a ion o a es au an 's e icacy,
ou comes, and compe i i e edge wi hin a speci ic
ime ame. Acco ding o Van Veldho en e al. (2021),
se e al key pa ame e s ha signi ican ly in luence
RP include size, age, p ices o main dishes.
1. Basic Se ice and RP
The ad en o a new online ma ke pla o m has
esul ed in a dec ease in p o i abili y o nume ous
adi ional ea e ies (Chen e al., 2022). The le el
o compe i ion wi hin he deli e y ma ke is e y
ie ce.
The es au an 's ea nings may be nega i ely
impac ed by he pla o m's high commissions and
equen discoun s (Li e al., 2020). Small es au an s
equen ly ace highe commission a es as a esul
o he limi ed ba gaining le e age hey possess in
ela ion o la ge OFD pla o ms (Li e al., 2020).
The implemen a ion o he OFD pla o m has esul ed
in he eme gence o wo dis inc modes o p o i
dis ibu ion wi hin he ca e ing business. One key
aspec pe ains o he alloca ion o bene i s be ween
he OFD pla o m and he pa icipa ing ea e ies.
Ano he aspec o be conside ed is he alloca ion
o ad an ages among a ious ea e ies (Feng and Chen,
2016). Acco ding o Li, Mi osa, and B eme (2020),
i is possible o es au an s o end hei pa ne ship
wi h an OFD pla o m. So does he basic se ices
o e ed by an OFD pla o m has a posi i e impac
on he inancial gains o ca e ing en e p ises? The
subsequen hypo hesis is posi ed:
Hypo hesis 1:
The basic se ices o he OFD
pla o m has a signi ican posi i e in luence
on RP.
2. Discoun and RP
The OFD pla o m launched a a ie y o ma ke ing
s a egies, such as discoun s and coupons, ha equi ed
ca e ing en e p ise o coope a e in implemen ing hei
ma ke ing (Chen e al., 2020). These messages we e
designed o p omo e lowe p ices and combos, which
can help consume s sa e bo h cos and ime (Yeo
VCS, e al., 2017). Fo example, a pe sonalised ood
combina ion makes he consume eel like i was
made jus o him/he (Ho a e al., 2022). Messages
and pho os a e also e ec i e s a egies o imp o ing
sensa ion, imagina ion and imp essing cus ome s wi h
discoun s and p omo ions (Ho a e al., 2022).
Inno a i e ma ke ing s a egies, such as p omo ions,
enhance he adop ion and u iliza ion o OFD pla o ms
(Gold e al., 2020). Ne e heless, i is impo an o
no e ha he in luence o p omo ions on sales o e
an ex ended pe iod o ime may no always p o ide
a o able ou comes. The b and may expe ience
e osion. (Guadagni and Li le, 1983). An abundance
o p omo ions ends o esul in dec eased in e nal
e e ence p ices, which a e cus ome s' e alua ions
o p oduc s based on hei expe iences and in ui ion.
Consequen ly, his dec ease in in e nal e e ence
p ices leads o poo e cus ome a ings o he p oduc
(La in and Bucklin, 1989). P omo ions ha e he capaci y
o al e he pu chasing pa e ns o cus ome s g adually
and disc ee ly. The e was an obse ed inc ease in
indi idual pu chases, whe eas a educ ion in indi idual
buy in en ions was no ed (Mela e al., 1998).
When launching p omo ions, e- e aile s should
imp o e hei es ima ion o ese a ion p ices and
conside p ac ical si ua ions o es ima e he p obabili y
o cus ome s' pu chases (Jedidi e al., 2003).
Shiqiang Yan, Sidah Id is, Sya i ah Hanum Ali
5
Scien i ically designed p omo ional p og ams can
maximize e- e aile p o i s (He ing on and Wea en,
2009). So, does he discoun se ice p o ided by
an OFD pla o m inc ease me chan s' p o i s? The
ollowing hypo hesis is p oposed:
Hypo hesis 2:
The discoun se ice o he OFD
pla o m has a signi ican posi i e in luence
on RP.
3. Click- h ough P omo ion Se ice and RP
Sponso ed o paid sea ches a e inc easingly being
ecognized as a no el a enue o consume acquisi ion
and b and compe i i eness wi hin he ealm o
business p ac ices (Chan e al., 2011). The OFD pla o m
o e s consume s he se ice o es au an e ie al
and unc ions as a sea ch engine. A sea ch engine
is an online ool u ilized by businesses and cus ome s
o e ec i ely loca e and acqui e desi ed p oduc s
o se ices by inpu ing ele an sea ch keywo ds
in o a designa ed sea ch pla o m (Cheng e al., 2018).
The sea ch engine ope a ion consis s o he ollowing
s ages.
Fi s , ele an e ms a e ex ac ed om he da a
p o ided by en e p ises ha ha e engaged in e ie al
se ices.
Second, he sea ch que ies o cus ome s a e
ma ched wi h he e ms u ilized by co po a ions.
Thi d, he ou come o he ma ching p ocess is
displayed o he clien as a sea ch esul (Cheng e
al., 2018).
In o de o main ain cus ome appeal, pla o ms
will exclusi ely impose cha ges on companies a he
han cus ome s (Eisenmann e al., 2006). The e o e,
he acquisi ion o click- h ough p omo ion se ice
and he subsequen augmen a ion o imp essions on
he OFD app can se e as a iable s a egy o
es au an s o enhance hei inancial gains.
The cus ome s exhibi a p e e ence o di ec ing
hei a en ion owa ds smalle esul s as a means
o minimizing he ime and e o expended in
e alua ing a ious possibili ies (Mon gome y e al.,
2004). The e is a posi i e co ela ion be ween he
posi ion o a link in a sea ching esul lis and i s
likelihood o being clicked (Ansa i e al., 2003).
Acco ding o p e ious s udies (Hoque e al., 1999;
Feng e al., 2007), i has been obse ed ha he
click- h ough a e (CTR) ends o exhibi an
exponen ial dec ease as he ad posi ion dec eases.
Fu he mo e, he majo i y o clicks a e ecei ed by
he i s ew spo s. The inancial implica ions o
ad e isemen s and he economic wo h o clicks a e
addi ional signi ican a iables ha impac he
e enue o me chan s. The p o i abili y o highe
anks can o en su pass ha o lowe classes, despi e
hei ele a ed cos s (Je a h e al., 2011).
A click- h ough p omo ion se ice has he po en ial
o enhance RP. Ne e heless, he impac o click-
h ough p omo ional business on me chan e enue
can luc ua e among a ious ea e ies. The subsequen
hypo hesis is o mula ed:
Hypo hesis 3:
Pu chasing he click- h ough p omo ion
se ice has a signi ican posi i e in luence on RP.
4. Fac o s Mode a ing he In luence o OFDS Se ices on
RP
Van V. e al. (2021) se collabo a ion, size, age,
p ices o main dishes as independen a iables o
hei analysis o he inancial pe o mance o
es au an s. Zhao e al. (2018) ound ha he loca ion,
scale, and g ade o me chan s can a ec he p o i
changes o me chan s a e joining he pla o m. A e
analyzing he da a o sales and online e iews o
six es au an s o wo yea s and eigh mon hs,
Fe nandes (2021) buil a model o o ecas sales
pe o mance by bo h li e social media cus ome
eedback and his o ical sales da a. Thei esea ch
showed ha he es au an ype is an impo an ac o
in luencing RP. DiPie o, R. e al. (2011) ound a
'V' cu e ela ionship be ween di e en ypes o
es au an s. The mode a ing in luence o scale, age,
and p ices o main dishes on he ela ionships be ween
OFDS se ices and online RP is s ill unclea . The
ollowing hypo hesis is de eloped:
Hypo hesis 4a:
The size will posi i ely mode a e
he in luence o basic se ices on RP.
Hypo hesis 4b:
The size will posi i ely mode a e
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 1-15
6
he in luence o discoun se ice on RP.
Hypo hesis 4c:
The size will posi i ely mode a e
he in luence o click- h ough p omo ion se ice
on RP.
Hypo hesis 4d:
The age will posi i ely mode a e
he in luence o basic se ices on RP.
Hypo hesis 4e:
The age will posi i ely mode a e
he in luence o discoun se ice on RP.
Hypo hesis 4 :
The age will posi i ely mode a e
he in luence o click- h ough p omo ion se ice
on RP.
Hypo hesis 4g:
The p ices o main dishes will
posi i ely mode a e he in luence o basic
se ices on RP.
Hypo hesis 4h:
The p ices o main dishes will
posi i ely mode a e he in luence o discoun
se ice on RP.
Hypo hesis 4i:
The p ices o main dishes will
posi i ely mode a e he in luence o click- h ough
p omo ion se ice on RP.
III. Me hod
Resea che s ace di icul ies in ob aining eliable
inancial da a o online es au an s due o he absence
o c oss- e i ica ion o he co ec ness o inancial
in o ma ion (Habe and Reichel, 2005; Runyan e
al., 2008). This poses a challenge o esea ch ocused
on online ood es au an s. Ne e heless, i is conside ed
app op ia e o depend on sel - epo ed subjec i e
in e p e a ions o pe o mance, as hese subjec i e
measu es a e well aligned wi h objec i e pe o mance
indica o s (Jawo ski & Kohli, 1993; Sla e & Na e ,
1994).
Acco ding o sugges ions p o ided by manage s
o OFD pla o ms, a six-mon h pe iod is deemed
adequa e o comp ehensi ely assessing he impac
o OFDS se ices on RP. The a ge esponden s
o his s udy a e speci ically es au an manage s
ha a e ac i ely in ol ed in ake-ou business and
possess a s ong unde s anding o alue-added se ices
(VAS). A compila ion o p ominen es au an s om
he wo dominan OFD pla o ms in Baise, Guangxi,
China has been c ea ed wi h he assis ance o manage s
om hese pla o ms. The p esen s udy u ilizes
pu posi e sampling, supplemen ed by a simple andom
selec ion me hod om he p o ided lis .
A. Popula ion and Sample
Applying G* Powe 3.1 (Faul e al., 2009) so wa e
o es ima e he minimum equi ed sample size wi h
he se ing as ollows; ²= 0.3 (medium), a=0.05.
The numbe o la en a iables we e selec ed ia
powe analysis and he powe was se a 95% (Ge en
e al., 2011). The minimum sampling size wi h he
4 la en a iables is 134. Howe e , acco ding o Ge en
e al. (2011) in hei heo y o sampling, inc easing
he sample size imp o es he accu acy o s udying
he a ge popula ion in a esea ch p ojec . This is
bene icial since i educes he impac o ou lie s in
da a p ocessing and ensu es he de elopmen o
s a is ically meaning ul esul s. Finally, la ge sample
size can gene a e signi ican esul s o he a iables
in his s udy and is i al o imp o e he indings'
gene alizabili y (Pa el e al.,2003). The esea che s
ini ia ed con ac wi h a o al o 427 online es au an s
h ough elephone communica ion. Ou o his sample,
a o al o 294 es au an manage s exp essed hei
willingness o ake pa in he s udy. Following his,
online ques ionnai es we e dis ibu ed o he es au an
manage s ia WeCha and QQ. A o al o 220 alid
su ey esponses we e collec ed, cons i u ing he
sample popula ion o his s udy.
B. Measu emen
All he i ems u ilized in his s udy we e de i ed
om well-es ablished scales c a ed by p e ious
schola s (A uahene and Li, 2002; Xie e al.,2006;
De ien e al., 2020; de Sousa e al., 2020). The
au ho selec ed 15 i ems, wi h guidance om wo
expe ienced senio academics who ha e expe ise
Shiqiang Yan, Sidah Id is, Sya i ah Hanum Ali
7
in esea ching RP. These i ems we e speci ically
chosen o align wi h he unique cha ac e is ics o
OFDS se ices. Following his, he i ems unde wen
ansla ion in o Chinese h ough he back- ansla ion
echnique. To gua an ee ansla ion accu acy, ou
academics conduc ed sepa a e ansla ions o he
i ems om English o Chinese and ice e sa. The
esea che s u ilized a Like scale wi h i e poin s,
anging om "s ongly disag ee" o "s ongly ag ee",
in o de o e ine he i ems.
This ques ionnai e was dis ibu ed o 30 esponden s
who ope a e akeou es au an s in Baise, Guangxi,
China. The scale was modi ied acco ding o hei
eedback o make i unde s andable o es au an
manage s.
Size, age, p ices o main dishes a e signi ican
de e minan s o RP (Van e al., 2021). Du ing he
semi-s uc u ed in e iews, se e al esponden s
highligh ed ha he impac o OFDS se ice on
di e en ypes o es au an s is no he same.
IV. Resul
This esea ch model a e buil using e lec i e
a iables based on he undamen al concep ual model.
Gi en he limi ed sample size and he non-no mal
dis ibu ion o he da a, his s udy u ilized Pa ial
Leas Squa es S uc u al Equa ion Modeling (PLS-
SEM) o examine he hypo hesis (Hai e al., 2017).
The esea ch model was analyzed using Sma PLS
3.3.3 (Lee and Hallak, 2018).
A. Demog aphic P o ile o he Responden s
This s udy consis s o 164 o dina y es au an s
(74.5%) and 56 ghos ki chens (25.5%). The
desc ip ion o he demog aphic p o ile o he
esponden s is desc ibed in Table 2.
B. Assessing Common Me hod Bias (CMB)
Du ing Ha man's single ac o es , ou ac o s
Va iable I ems F equency(n=104) Pe cen (%)
Is he e a dining a ea Yes 164 74.5
No 56 25.5
Age o he es au an
Lowe han 1 yea 91 41.4
1 o 3 yea s 74 33.6
3 o 5 yea s 33 15
5 o 7 yea s 11 5.0
Abo e 7 yea s 11 5.0
Age o akeaway business
Lowe han 1 yea 91 41.4
1 o 3 yea s 74 33.6
3 o 5 yea s 34 15.5
5 o 7 yea s 11 5.0
Abo e 7 yea s 10 4.5
Size(㎡)
Lowe han 20 29 13.2
20 o 50 91 41.4
50 o 90 56 25.5
90 o 150 29 13.2
Abo e 150 15 6.8
Table 2. Me chan esponden s' p o ile
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 3 (APRIL 2024), 1-15
8
we e p esen ed and he mos -co- a iance explained
by one ac o was 41.2 pe cen lowe han he h eshold
o 50%. As un o a ed ac o analysis o all s udy
i ems gene a ed ou ac o s in o al explaining 76.3
pe cen o he a iance. Gi en ha a single ac o
solu ion did no a ise, and a gene al ac o did no
accoun o mos o he a iance, common me hod
a iance was no ega ded as a subs an ial h ea in
his esea ch (Podsako and O gan, 1986).
C. The Measu emen Model
The da a pe aining o eliabili y a e p esen ed in
Table 3. The da a highligh s he s ong in e nal
consis ency eliabili y o he measu es, as e idenced
by hei composi e eliabili y. The ange o C onbach's
alpha alues obse ed in his s udy is be ween 0.834
and 0.969, which exceeds he es ablished minimum
h eshold o 0.60 (Hai e al., 2017). Fu he mo e,
he composi e dependabili y alues o he se e al
measu es ange om 0.889 o 0.979, su passing he
sugges ed c i e ion o 0.70 as p oposed by J.C.
Nunnally (1978). Follow he guidelines p oposed by
Fo nell and La cke 's (1981) , he a e age a iance
ex ac ed (AVE) o each measu e exceeds 0.50. The
squa e oo o AVE, deno ed by he bold elemen
on he diagonal in Table 4, is g ea e han he elemen s
loca ed below he diagonal. These elemen s depic
he ela ionship be ween s uc u es. This inding
p o ides assu ance o he disc iminan alidi y o
he a iables.
The ou e loading elemen s es ima ed by he leas
squa es me hod (Leas Squa es) a e shown in Table
3. These da a ange om a minimum alue o 0.771
o a maximum alue o 0.97. Signi ican ly, each i em
exhibi ed a highe loading on i s espec i e cons uc
han o he s. In addi ion, i is wo h no ing ha he
ac o loading o each i em on i s espec i e cons uc
exhibi ed a conside able le el o s a is ical signi icance
(p < 0.0001).
D. The S uc u al Model
The me hodology was employed o de elop
in e ac ion e ms by mul iplying he indica o s o
he p edic o and mode a o cons uc s (Al-Gah ani
e al., 2007). Using a hie a chical app oach, we
compa ed models including in e ac ion a iables o
hose ha did no . Figu e 2 p esen s he ou comes
o he s uc u al model wi hou mode a o a iables.
The be a ou e coe icien s p o ide insigh s in o he
ex en o which a ious OFDS se ices in luence
he pe o mance o es au an s, highligh ing he
a iances in hei impac . The be a pa h coe icien s
o basic se ices and click- h ough p omo ion se ice
a e 0.434 (p < 0.05) and 0.355 (p < 0.001), espec i ely.
Bo h basic se ices and click- h ough p omo ion
se ice ha e a bene icial impac on RP, wi h basic
se ices ha ing a mo e signi ican bene i compa ed
o click- h ough p omo ion se ice. The obse ed
di ec ionali y exhibi s bo h expec ed cha ac e is ics
and a s a is ically signi ican ela ionship. On he o he
hand, i can be concluded ha he discoun se ice
has no subs an ial impac on he pe o mance o
Va iable I ems F equency(n=104) Pe cen (%)
Numbe o employees
Lowe han 3 53 24.1
4 o 5 90 41.9
6 o 9 67 30.5
Abo e 10 10 4.5
The p ices o main dishes
Lowe han 30RMB 152 69.09
30 o 60 RMB 53 23.83
Abo e 6 RMB 15 7.08
Table 2. Con inued
Shiqiang Yan, Sidah Id is, Sya i ah Hanum Ali
15
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