Investigating the consumption behavior of young adults using online food delivery platforms during the COVID-19 pandemic

Leung, Yi Lok; Chan, Ron L.H.; Chiu, Dickson K.W.; Ruwen, Tian

doi:10.1108/ajim-05-2023-0177

Cited by 5 publications

(1 citation statement)

References 62 publications

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“…This makes it easier for them to find, purchase, and enjoy local food. The need for convenience is more apparent in services like online ordering, takeout, and food delivery 82 , aligning with the more digital lifestyle of Gen Z 83 . For Gen Y, convenience does not affect their choice of local food, possibly because they value the price of food more than convenience.…”

Section: Discussionmentioning

confidence: 99%

Divergence and convergence: a cross-generational study on local food consumption

Chen,

Xu,

Tang

et al. 2024

Sci Rep

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In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.

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Section: Discussionmentioning

confidence: 99%

Divergence and convergence: a cross-generational study on local food consumption

Chen,

Xu,

Tang

et al. 2024

Sci Rep

View full text Add to dashboard Cite

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Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market

Siddiqi,

Rahman,

Tanchangya

et al. 2024

Cogent Business & Management

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How “inspired” are customers to order from mobile food delivery apps? Soliciting the stimulus-organism-response (S-O-R) paradigm

Malik,

Abbasi,

Sohail

et al. 2024

AJIM

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PurposeThere has been a dramatic rise in the use of online food delivery apps (FDAs) services since the COVID-19 pandemic. Though online FDAs have contributed significantly to the rise in demand for products from the gourmet industry, little is known regarding the factors that inspire customers to order from online FDAs, subsequently influencing customers’ satisfaction. Considering the knowledge gap, this study utilizes the stimulus-organism-response (S-O-R) model to conceptualize the factors: stimuli (eWOM, online reviews and online deals as external stimuli, and late-night craving and convenience as internal stimuli) that determine the organism level (i.e. customers’ inspiration) to subsequently generate the response (i.e. customers’ satisfaction).Design/methodology/approachWe collected the data from 388 users and analyzed it via partial least squares – structural equation modeling (PLS-SEM).FindingsThe results reveal that online reviews, deals, late-night food cravings and convenience positively determine customers’ inspiration and satisfaction. In contrast, eWOM fails to impact customers’ inspiration directly and indirectly, affecting customers’ satisfaction through inspiration. Besides, customers’ inspiration positively mediates the relationship between stimuli (e.g. online reviews, online deals, late-night cravings and convenience) and customers’ satisfaction.Originality/valueThis study is novel in that it explores the impact of internal (late-night craving and convenience) and external (eWOM, online reviews and online deals) stimuli on customer inspiration and subsequently predicts customer satisfaction. We also expand prior studies on food delivery apps by studying customer inspiration as a mediating mechanism between internal and external stimuli and customer satisfaction.

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Investigating the consumption behavior of young adults using online food delivery platforms during the COVID-19 pandemic

Cited by 5 publications

References 62 publications

Divergence and convergence: a cross-generational study on local food consumption

Divergence and convergence: a cross-generational study on local food consumption

Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market

How “inspired” are customers to order from mobile food delivery apps? Soliciting the stimulus-organism-response (S-O-R) paradigm

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