Consumers’ persuasion in online food delivery systems

Abstract

Purpose This study aims to develop and validate a conceptual model that explains consumers’ persuasion by the information available on online food delivery systems (OFDS). The study validated consumers’ price savings orientation as an antecedent of two types of browsing behaviors (utilitarian and hedonic). Browsing and social influences were examined as predictors of persuasion. Design/methodology/approach A literature review was conducted to determine constructs that constituted the best conceptual model for this study. To test the model, an online instrument was developed, and data were collected with the help of a global marketing panel company from 333 consumers who have used OFDS. Confirmatory factor analysis and structural equation modeling were used to test the hypotheses of the model. Findings The study found that consumers’ price savings orientation strongly influenced both types of browsing. However, while utilitarian browsing did not influence consumers’ persuasion, hedonic browsing and social influence were strong predictors of persuasion. Research limitations/implications Given the uniqueness of the study that stems from its task-technology context and the type of product being purchased, this study advances the literature in hospitality information technology, especially in the relatively neglected foodservice information technology area. The study also provides implications for both restaurants and OFDS as critical stakeholders in this important area. Originality/value To the best of the authors’ knowledge, this is the first study to examine consumers’ persuasion in a food-service online retail context. This study is also the first to examine both types of browsing as distinct constructs in hospitality and to explain their differential role in persuasion.

Evaluation and Selection of Online Food Delivery (OFD) Companies in Perlis Using Fuzzy Analytical Hierarchy Process (AHP

“…The result found that the key influential factors are availability of the service providers, accuracy of order, service innovation and service people's attitude. Gunden et al (2020) investigated consumers' persuasion in OFD system by using the information available in an online meal delivery system. The study discovered that shoppers' desire to save money comes first in both types of browsing behavior (utilitarian and hedonic).…”

Online food delivery research: a systematic literature review

“…Yeo et al (2017) proposed a theoretical model based on a contingency framework to establish the effect of convenience and hedonic motivation, price and time-saving orientation, consumers' attitudes and consumers' behavior toward OFD usage. Scholars have also shown in-depth interest in understanding consumer behavior concerning food delivery apps (Gunden et al, 2020a(Gunden et al, , 2020b. Ray et al (2019) attempted to facilitate it by designing an instrument to measure OFD usage through the lens of user and gratification theory.…”

Information and communication technologies in food services and restaurants: a systematic review

“…Food delivery. Recent years have seen a proliferation of food delivery applications (Gunden et al, 2020a), many of them based on mobile technology (Kang and Namkung, 2019;Cho et al, 2019;Zhao and Bacao, 2020). The ease of use of these applications has made home delivery a possibility not only for fast food establishments but for all restaurants.…”