اثر کیفیت اطلاعات از اپلیکیشن‌های خرید موبایلی آنلاین به آفلاین بر آوازه برند اپلیکیشن‌ها از طریق مدل موفقیت سیستم‌های اطلاعاتی با حفاظت از حریم خصوصی درک شده

هدف: هدف اصلی این پژوهش کشف تاثیرگذاری کیفیت اطلاعات (شامل کیفیت اطلاعات ذاتی و کیفیت اطلاعات متنی) و کیفیت خدمات (شامل کیفیت خدمات مناسب و کیفیت خدمات در دسترس) درک شده از اپلیکیشن‌های خرید موبایلی آنلاین به آفلاین با حفاظت از حریم خصوصی درک شده بر شعف گردشگران و آوازه برند گردشگری است.روش پژوهش: این پژوهش بر مبنای هدف کاربردی و روش انجام کار، توصیفی، همبستگی است. روابط زوجی متغیرها با آزمون همبستگی پیرسون و مدل مفهومی پژوهش با آزمون مدل‌سازی معادلات ساختاری با نرم‌افزار ایموس، همچنین روابط میانجی‌گری با استفاده از روش سوبل آزمون شد.یافته‌ها: یافته‌ها بیانگر این بود که کیفیت اطلاعات (شامل کیفیت اطلاعات ذاتی و کیفیت اطلاعات متنی) و کیفیت خدمات (شامل کیفیت خدمات مناسب و کیفیت خدمات در دسترس) درک شده از اپلیکیشن‌های خرید موبایلی آنلاین به آفلاین با حفاظت از حریم خصوصی درک شده بر شعف گردشگران و آوازه برند گردشگری موثر است و تمامی فرضیات تایید شدند.نتیجه‌گیری: پژوهش حاضر مدل تاثیر موفقیت سیستم‌های اطلاعاتی با حفاظت از حریم خصوصی درک شده بر آوازه برند گردشگری تایید می‌کند. نتایج نشان داد که گردشگران، به‌ویژه گردشگران اروپایی در ایران، به کیفیت اطلاعات ارائه شده در اپلیکیشن‌های خرید موبایل اهمیت می‌دهند. کیفیت اطلاعات ذاتی و متنی تاثیر قابل‌توجهی بر ادراک گردشگران از کیفیت اطلاعات دارند و بر شعف گردشگر نیز موثر هستند. راحتی و دسترسی بالا به طور مثبت کیفیت خدمات درک شده پلتفرم‌های آنلاین به آفلاین را افزایش می‌دهد. حفاظت از حریم خصوصی یک عامل حیاتی در ایجاد شعف گردشگران است. همچنین شعف گردشگران بر آوازه برند گردشگری تاثیر می‌گذارد؛ بنابراین کسب‌وکارهای گردشگری می‌توانند از این اپلیکیشن‌ها بهره ببرند. مدیران باید بررسی کنند که سیستم‌های امنیتی آنها حریم خصوصی گردشگران را نقض نمی‌کند تا به طور مستقیم به ایجاد شعف گردشگر و آوازه برند کمک کند. 

the effect of information quality from online-to-offline-based mobile shopping applications on brand reputation of applications through the information systems success model with perceived privacy protection

purpose: the mobile application market is expanding rapidly. furthermore, a new form of online-to-offline services available in mobile shopping apps, which help users instantly search for what they want online, try them on in nearby offline stores, and pay online, increasingly becomes popular. as technology is developing rapidly and the smartphone has become an essential part of our daily life, the smartphone is a versatile tool that can perform many functions. shopping also changes its process from offline to online and is based on mobile. with the increase in the use of the internet from smartphones, most of the internet consumption is done through smartphones and not through personal computers as in the past (kim et al., 2021). in recent years, online to offline has emerged as a new e-commerce model that differs from traditional e-commerce models. in this model, consumers can obtain information, access products through an online channel, and then consume them in offline stores. the rapid development of the online to offline model has led to the rise of online tourism platforms. some tour operators choose to cooperate with online tourism platforms to sell tourism products with the aim of expanding market demand. in the case of the online-to-offline tourism supply chain, the tourism platform sells its product online and the tour operator provides the service offline. through division of labor and cooperation, both of them can focus on applying their respective advantages to achieve a win-win situation. with the online-to-offline tourism model, consumers can book tourism products through an online platform anytime, anywhere. before making a final decision, consumers often review the information displayed on the web page of online tourism platforms, especially the available reviews (luca and zervas, 2016, as cited in zhou et al., 2022). tourists can gather online information about price, service level, and product quality to make better purchase decisions. this has created many opportunities as well as severe challenges for the survival and growth of tourism-related companies (he et al.,2019). companies providing online to offline services recognize smartphones as a useful communication channel for strategic marketing, and therefore they are willing to use smartphones to provide various services and types of information directly to customers and constantly reflect their needs (fuentes & svingstedt, 2017). since the online platform is data controlled, so that the information is asymmetric, there will be problems such as fake reviews, rating fraud, false advertising, etc. this phenomenon puts consumers in an unfavorable information situation. according to the online tourism consumption trend report and consumer rights protection trend report (2019), the problems of online tourism platforms are mainly focused on ten aspects, including information leakage, false advertising, tourism products with big data analysis to harm existing consumer income and data fraud investigation (zhou et al., 2022). these problems not only affect consumers’ tourism experience and reduce consumer satisfaction, but also damage the credibility of the tourism platform and weaken consumers’ trust in the platform. therefore, privacy protection is an important problem in this field. since online to offline applications in tourism is an emerging and practical issue, it is very important to investigate this issue in our country. previous studies have largely ignored service quality evaluation and decision-making by traditional travel agencies, hotels, and airlines. although the importance of service quality in tourism firm development has been demonstrated by some researchers, few have studied the benefits of service quality from online tourism supply chains to offline hospitality and tourism fields for tourists. also, in the researcher’s point of view, the features of mobile shopping applications that are based on online to offline services are questionable as to what features affect the delight and satisfaction of tourists and lead to the brand’s reputation. meanwhile, the influence of the information quality (including the intrinsic information quality and the textual information quality) and the services quality (including the convenient services quality and the accessible services quality) perceived from online to offline mobile shopping applications on the delight of tourists and the reputation of the tourism brand is questionable. the researcher thought that it was not investigated in the previous research and the researcher investigated these issues in this research.methodology:considering that tourism and hotel businesses can easily use online to offline tourism platforms by applying the results of this research to have satisfied and loyal customers, this research is applied in terms of purpose. on the other hand, in this research, the type of relationship and the degree of influence of the variables were described, so the method of doing the work is descriptive and correlational. in fact, the impact of information and service quality on privacy protection, delight, and reputation of tourism brands in mobile shopping applications based on online to offline (o2o) is investigated. a quantitative method was also used to collect data. the statistical population of this research is european tourists who traveled to iran. since the target population is unlimited and its exact size is not available, according to cochran’s formula for the unlimited population, 384 people are considered for the sample size. the convenient non-randomly sampling method is a suitable method for sampling. the collection of information takes place in two stages: library and field. by referring to reliable databases, the researcher examines scientific articles, books, dissertations, and theses to prepare the theoretical foundations of his subject. then, a questionnaire is used to collect the data required by the researcher in the field and survey method. the questionnaire was made by the researcher. the questionnaire includes five demographic questions (gender, age, marital status, education, employment status). 39 items were designed to answer the research questions, which are analyzed with a likert scale. in the inferential findings section, the pairwise relationships of the variables were evaluated with pearson correlation test and the conceptual model of the research was tested with structural equation modeling test with amos software. also, mediation relationships were tested using the sobel method.