Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility

Abstract

This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the behavior, subjective norms), influence customer use and word-of-mouth (WOM) intentions. Security influences intention to spread WOM, whereas customer lifestyle compatibility influences intention to use the food delivery apps. A post hoc analysis revealed that perceived control is only important for older customers, who need to perceive that they control the apps before they will recommend them to other customers. The findings of the study are discussed and contrasted with previous research in the field. The managerial implications derived from the findings provide practical guidance for food delivery app companies. Further research avenues are suggested to encourage scholars to continue investigating the challenge of the diffusion of mobile apps in the food delivery and related sectors.

Consumer Adoption of Online Food Delivery Ordering (OFDO) Services in Pakistan: The Impact of the COVID-19 Pandemic Situation

“…Prior researchers have adopted different theories to examine the consumers' behavior towards OFDO services such as the theory of planned behavior [18] proposed by Ajzen [37], which is an expansion of the theory of reasoned action (TRA) proposed by Fishbein and Ajzen [38]. TRA assumes that attitude (ATT) and subjective norms (SN) are the two main determinants of individual's behavioral intentions (BI) when executing a task.…”

“…To date, global researchers have underpinned different theoretical models such as the theory of planned behavior (TPB) [18], technology acceptance model (TAM) [9], unified theory of acceptance, use of technology (UTAUT) [14], or extended model of information technology (IT) compliance [11] to explore consumer behavior towards OFDO services. Researchers argue that person technology readiness affects consumer purchase intentions [19].…”

“…Furthermore, previous studies only examined consumer intentions towards OFDO services [11,14,18,21,22]. However, according to Sultan, Tarafder, Pearson, and Henryks [23], there is a discrepancy between what people claim and how they behave, which is referred to as an intention-behavior gap.…”

“…Hassan, Shiu, and Shaw [24] argued that research on the intention-behavior gap is relatively scarce. Moreover, the intention-behavior gap is poorly understood in the context of OFDO services [11,14,18]. This intention-behavior gap may exist due to situational constraints [25].…”

Mobile Data Science and Intelligent Apps: Concepts, AI-Based Modeling and Research Directions

“…For instance, a mobile system generating shopping recommendations helps the user to find the most satisfying product by reducing search effort and information overload. Similarly, tourist guides [129], food or restaurant services [130], finding cheaper flights, accommodation, attractions, or leisure dissemination, etc. can be other real-life examples for the mobile phone users.…”