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Abstract
With the advent of the Online to Offline (O2O) era, the rise of various food delivery platforms not only provides consumers with more choices, but also allows restaurant operators to reach more potential consumers and increase their additional revenue. This study is based on theory of planned behavior (TPB), and includes the ‘utilitarian value’ and ‘hedonic value’ as research variables. Structural equation modeling (SEM) was used to verify the research hypotheses, and to analyze consumers’ purchase intentions toward online food delivery platforms. An online survey was also conducted, and a total of 1300 questionnaires were distributed. After excluding invalid questionnaires with incomplete answers, a total of 1082 questionnaires were deemed valid, and the effective recovery rate was 83.23%. The research results were as follows: (1) the attitude, subjective norms, and perceived behavioral control of consumers will have a significant positive effect on utilitarian value and hedonic value; (2) the utilitarian and hedonic values have a significant positive effect on purchase intention; and (3) the utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived behavioral control, and purchase intention. Based on the above results, food delivery platform operators can identify the key factors that drive consumers to use their services in order to formulate effective management strategies and create greater business opportunities for their organizations.
Highlights
With the advent of the sharing economy, the development of e-commerce, the promotion of third-party payment solutions, and the growth of the stay-at-home economy, food delivery platforms have emerged
The mean values of the respondents’ scoring on the different variables are, in descending order, perceived behavioral control (M = 5.863), utilitarian value (M = 5.727), hedonic value (M = 5.574), attitude (M = 5.502), purchase intention (M = 5.402), and subjective norms (M = 4.503). These results indicate that the respondents possess relatively higher perceived behavioral control, and feel that online food delivery platforms offer relatively more utilitarian and hedonic values
The results presented in this paper show that consumers’ attitudes, subjective norms, and perceived behavioral control have a significant and positive effect on utilitarian value and hedonic value
Summary
With the advent of the sharing economy, the development of e-commerce, the promotion of third-party payment solutions, and the growth of the stay-at-home economy, food delivery platforms have emerged. Food delivery platform operators have created a new technological model for food delivery services that allow consumers to connect to various local restaurants and food providers through a mobile app. Quick search functions allow consumers to add the dishes they want to order to their shopping cart. Consumers can be immediately provided with an estimated delivery time depending on their designated location, or they can specify their desired delivery time. A delivery person can accept the order, go to the restaurant to pick up the order, and deliver it to the consumer to complete the service. Consumers can use a smart tracking function in the app to track the progress of their order. Food delivery platform operators have created a new model for food delivery services. Well-known food delivery platforms include Deliveroo in the UK, Justeat in the US, and Foodpanda in Germany
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