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

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.

Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic

“…For example, Grubhub offers a $10-off promotion to new customers and a student discount ( Groupon, 2021 ). In OFD service setting, price saving promotions often serve as effective marketing tools as demonstrated by Kaur et al (2021) as well as Ray & Bala, 2021 who revealed that free delivery, lower delivery fees, or promotional incentives enhance CIU. Kaur et al (2021) further noted that customers using OFD services search for a price advantage.…”

“…In OFD service setting, price saving promotions often serve as effective marketing tools as demonstrated by Kaur et al (2021) as well as Ray & Bala, 2021 who revealed that free delivery, lower delivery fees, or promotional incentives enhance CIU. Kaur et al (2021) further noted that customers using OFD services search for a price advantage. Thus, this study examines price saving benefits (PSB) as a critical predictor of CIU.…”

The use of food delivery apps during the COVID-19 pandemic in Brazil: The role of solidarity, perceived risk, and regional aspects

“…Some different theories explain the intention to use the FDA ( Kaur et al, 2021 , Lee, Sung, & Jeon, 2019 , Ray et al, 2019 , Song et al, 2021 ). However, according to previous studies and literature, the UTAUT is considered a critical and renowned theory ( Jadil et al, 2021 ) to explain the use of information systems and apps.…”

Mobile apps for SME business sustainability during COVID-19 and onwards

“… ( Shan et al, 2020 ) The RANAS smartphone app-aided solution can resolve recycling behavioral improvements and can be used as an action-based training instrument to teach people about the environmental effects of recycling. From the viewpoint of consumption value theory, the value proposition of food delivery apps ( Kaur et al, 2020 ) For “Food Delivery App” service providers striving for larger market shares, the outcomes of the study are insightful by helping them understand how to affect customer choice and purchasing intentions. Assessment of the effect of smart phone technology on the balanced eating behavior and diet awareness of consumers ( Samoggia & Riedel, 2020 ) The recommendation is that customer behavior psychologists, marketing analysts, nutritionists, and software developers collaborate to create applications to increase the efficacy of nutrition awareness apps.…”

“…This study thus reflects on the linkage between MAP and SSP. Through a literature synthesis we have identified essential factors using the Theory of Consumption Values (TCV) ( Kaur et al, 2020 , Sheth et al, 1991 , Thongmak, 2020 ) and the Theory of Planned Behavior (TPB) ( Fishbein and Ajzen, 1975 , Sun et al, 2020 , Zaremohzzabieh et al, 2019 ) that influence MAP acceptance in the SSP. Therefore, the study examines how an SME owner should strategically handle the interdependencies between different entities, in order to create a sustainable mobile-app-based business during the pandemic and onwards ( Gomeseria, 2019 , Ho and Chung, 2020 ).…”