Differences in perceptions about food delivery apps between single-person and multi-person households

Abstract

The growth in mobile communications is a significant reason attributed to the O2O commerce explosion in China. Mobile applications have seized this opportunity adapting it to restaurants and food delivery services, recognized as an alternative strategy to increase sales revenue and for consumers to conveniently receive products and services. This study was designed to specifically explore five salient quality attributes representing convenience, design, trustworthiness, price, and various food choices associated with food delivery apps in consideration of their impacts upon user-perceived value, attitudes and intention to continuously use. Results determined that user trustworthiness was the most important quality attribute of the food delivery app business. Additionally, this study found that single-person households placed most importance upon quality attributes for ‘various food choices,’ ‘price’ and ‘trustworthiness.’ Comparatively, multi-person households placed most importance upon ‘design,’ ‘convenience,’ and ‘trustworthiness.’ Managerial implications, limitations and recommendations for future research are provided.