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首页> 外文期刊>Arab Economic and Business Journal >E-marketing implementation in small and medium-sized restaurants in Palestine
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E-marketing implementation in small and medium-sized restaurants in Palestine

机译：在巴勒斯坦的中小型餐厅实施电子营销

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摘要

This study investigates the factors affecting the acceptance and implementation of E-marketing and its impact on marketing performance in small and medium-sized restaurants (SMRs) in Palestine. Potential factors were derived and conceptually-modelled for analysis based on popular technology acceptance models in literature. Three contexts (technological, organizational and environmental) with sixteen factors were hypothesized to influence E-marketing in the SMRs. Relevant data were gathered from a randomly-selected sample of 223 SMRs working in Palestine. Data were reported by participants using a self-report questionnaire. Pearson correlation and multiple linear regression were employed to analyze the collected data. The results revealed that all individual hypothesized factors have positive significant impact on E-marketing implementation. Regression models indicated that relative advantage, customer pressure and market scope have significant positive impact on implementation. The regression analysis also shows that E-marketing has a positive significant impact on marketing performance. The implications of this study which would benefit all stakeholders within the SMRs context are highlighted.
机译：这项研究调查了影响电子营销接受和实施的因素，以及其对巴勒斯坦中小型饭店（SMR）的营销绩效的影响。基于文献中流行的技术接受模型，得出了潜在因素并进行了概念建模以进行分析。假设具有16个因素的三个环境（技术，组织和环境）会影响SMR中的电子营销。相关数据是从在巴勒斯坦工作的223名SMR的随机选择样本中收集的。参与者使用自我报告调查表报告数据。皮尔逊相关和多元线性回归用于分析收集的数据。结果表明，所有假设的因素都对电子营销的实施产生了积极的显着影响。回归模型表明，相对优势，客户压力和市场范围对实施具有重大的积极影响。回归分析还显示，电子营销对营销绩效具有积极的显着影响。强调了这项研究的意义，它将使SMR范围内的所有利益相关者受益。

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