Articlehybrid2021

The value proposition of food delivery apps from the perspective of theory of consumption value

Puneet Kaur · Amandeep Dhir · Shalini Talwar · Karminder Ghuman

377 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

No readable copy stored yet — this record is metadata only.

Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Purpose The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application (FDA) use. This study aims to bridge this gap by extending the TCV to the FDA context to examine food consumption-related values and interpreting and rechristening generic consumption values to adapt the TCV to the FDA context. Design/methodology/approach An explorative mixed-method research approach was taken to conduct focus group discussions with 20 target users to develop the questionnaire and then administer it for a cross-sectional survey (pen and pencil) to FDA users aged 22–65 years; 423 complete responses so received were analyzed using structural equation modeling. Findings The findings show that epistemic value (“visibility”) is the chief driver of purchase intentions toward FDAs, followed by conditional (“affordances”), price (part of functional value) and social value (“prestige”). Food-safety concerns and health consciousness (proposed as part of functional value) did not share any statistically significant association with purchase intentions toward FDAs. Research limitations/implications The findings of this study are insightful for FDA service providers competing for higher shares in the market by helping them understand ways to influence consumer choices and purchase intentions. Originality/value It is the first study that combines FDAs 2014 an online service that it is attracting a lot of investment 2014and TCV which has continued to be one of the most relevant theories of consumer behavior. It extends the TCV by adapting it to the FDA context with food-consumption-related values. Thus, it adds to the relatively scant literature on FDAs on the whole which is essential, as FDAs represent the business model of new economy, i.e. online-to-offline (O2O). Finally, this study formulates a conceptual framework that may serve as the basis of future research.

Citations in this library

Stored only when both papers are in the corpus — 377 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2011Sources of Method Bias in Social Science Research and Recommendations on How to Control It 2001Consumer perceived value: The development of a multiple item scale 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1991Why we buy what we buy: A theory of consumption values 2016Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services 2011The influence factors on choice behavior regarding green products based on the theory of consumption values

Cited by

2021Why do people purchase from food delivery apps? A consumer value perspective 2021Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic 2021Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions 2020Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory 2021Dark consequences of social media-induced fear of missing out (FoMO): Social media stalking, comparisons, and fatigue

Imported from OpenAlex (CC0) — nothing here is generated.