From Clicks to Cuisine: Unveiling the Impact of Attitude and Positive Word of Mouth in Food Delivery App Usage

Mahesh Ramalingam · Manoj Das

6 citations0/0 files storedJournal of International Food & Agribusiness Marketing

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Technology Adoption and User Behaviour Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Our study examined the impact of social factors, attitude, usage experience, quality control, and trust on positive word of mouth regarding food delivery apps (FDAs) in the context of the Covid-19 pandemic. We utilized the UTAUT 2 and UGT theories to analyze data from a survey-based questionnaire distributed via Google Docs to 209 respondents. Through PLS-SEM analysis in Smart PLS-3.2.7 software, we found that social influence, societal pressure, attitude, quality control, and trust significantly influenced positive word of mouth. Additionally, we discovered that usage experience moderated the relationship between quality control/trust and positive word of mouth. By integrating UTAUT 2 and UGT, our research model provides a comprehensive framework for theoretical enrichment. This study sheds light on the impact of variables such as societal pressure, social influence, attitude, quality control, and positive word of mouth, offering valuable insights into recommendation behavior during the Covid-19 pandemic.

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References

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