The impact of brand transparency of food delivery apps in interactive brand communication

Abstract

PurposeFrom the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.Design/methodology/approachFirst, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and brand trust on users' ordering frequency. Data collected from 522 users were analyzed using the partial least squares structural equation modeling method.FindingsThe outcomes showed the effectiveness of brand communications as the strongest indicator of brand transparency. Moreover, brand transparency favorably influences users' brand trust and ordering intention and negatively influences perceived risk. Hygiene rating attenuates the adverse effects of perceived risk.Originality/valueThe current study is a pioneering attempt that offers ways for online food delivery providers to build brand transparency, lessen users' risk perceptions and foster greater use of apps in the post-pandemic scenario.

Incentivised dishonesty: Moral frameworks underlying fake online reviews

“…Consumer benefits were found to exert the greatest impact (Tsai et al, 2023), and it is widely acknowledged that consumers' experiences with the products they purchase influence their decision to recommend them to others (Hamilton et al, 2017). Another equally important consideration is brand transparency as it has a positive effect on brand trust and consumers' ordering frequency via food delivery applications (Chopdar & Paul, 2023). Consumers are motivated to spread word‐of‐mouth based on their positive or negative experiences for various reasons, such as self‐improvement, self‐efficacy, altruism, retaliation, or knowledge dissemination.…”

Mobi̇l Yemek Si̇pari̇şi̇ Uygulamalarinin Terci̇h Edi̇lme Kri̇terleri̇ni̇n Anali̇zi̇

“…Mobil sipariş uygulamalarının kullanıcıları tarafından algılanan bilgi kalitesi, kullanım kolaylığı, rahatlık ve seçenekler müşteri memnuniyetinin ve algılanan değerin önemli öncülleri olduğu gibi bunun da müşterilerin yeniden kullanım niyetini olumlu yönde etkilediği sonucuna ulaşılmıştır (Bao & Zhu, 2022). Ayrıca, marka şeffaflığı, kullanıcıların marka güvenini ve sipariş verme niyetini olumlu yönde etkilerken, algılanan riski olumsuz yönde etkilemektedir (Chopdar & Paul, 2023). Olanaklar boyutu içerisinde ise güvenlik, kullanışlılık, yeni teknoloji kullanımı ve görsel tasarım kriterleri yer almaktadır.…”