With the advent of the Online to Offline (O2O) era, the rise of various food delivery platforms not only provides consumers with more choices, but also allows restaurant operators to reach more potential consumers and increase their additional revenue. This study is based on theory of planned behavior (TPB), and includes the ‘utilitarian value’ and ‘hedonic value’ as research variables. Structural equation modeling (SEM) was used to verify the research hypotheses, and to analyze consumers’ purchase intentions toward online food delivery platforms. An online survey was also conducted, and a total of 1300 questionnaires were distributed. After excluding invalid questionnaires with incomplete answers, a total of 1082 questionnaires were deemed valid, and the effective recovery rate was 83.23%. The research results were as follows: (1) the attitude, subjective norms, and perceived behavioral control of consumers will have a significant positive effect on utilitarian value and hedonic value; (2) the utilitarian and hedonic values have a significant positive effect on purchase intention; and (3) the utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived behavioral control, and purchase intention. Based on the above results, food delivery platform operators can identify the key factors that drive consumers to use their services in order to formulate effective management strategies and create greater business opportunities for their organizations.

The proliferation of Internet has accelerated the dissemination of information, which has given birth to the term “Internet meme”. Social network is one of the pivotal media in spreading an Internet meme. Marketers utilize Internet memes to carry out marketing activities to significantly improve their Internet exposure. We thus verify whether consumers generate purchase intention after being attracted to an Internet meme, as no such research prevails. We employ the value–attitude–behavior model as its theoretical core and discuss how the values formed by consumers under the impact of an Internet meme influence their purchasing behaviors through their attitudes. The participants of the study are Internet users who are habitual to checking Facebook. We adopted convenience sampling and developed 380 valid questionnaires. Structural equation modeling is applied to verify the study’s hypotheses. The research results reveal that utilitarian and hedonic values influence the Purchase Intention through utilitarian and hedonic attitudes. In light of the aforementioned findings, it is suggested that marketers and relevant participants focus on the hedonic value brought by an Internet meme and design fun and witty Internet memes to attract consumers.