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

Daniel Belanche,Alfredo Pérez-Rueda,Marta Flavián

doi:10.3390/su12104275

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.

Highlights

Today’s accelerated lifestyle and the intense use of technologies encourage customers to purchase through mobile apps [1,2]
To advance the previous knowledge in the field we aim to confirm whether the traditional variables proposed in the technology adoption literature continue to be relevant in this novel context, and to what extent specific technological and sociological factors directly related to food delivery mobile apps play an important role in customer decision-making
WOM intention is understood as informal communication between people about a brand, organization, or service, where the communicator is perceived as non-commercial [62]. To explain these two loyalty-related behavioral intentions, we propose, see Figure 1, a holistic research framework in which key determinants identified in previous literature are complemented by perceptions about technological and sociological aspects

Summary

Introduction

Today’s accelerated lifestyle and the intense use of technologies encourage customers to purchase through mobile apps [1,2]. Last-mile logistic services are increasingly offering innovative solutions ranging from home deliveries to logistic service providers placing e-commerce packages in self-collection points [5]. Thanks to mobile phone applications, home delivery services have become even more important because customers prefer to enjoy products at the right time, right place, in the right quantity, and in the right condition [6,8]. The delivery service phenomenon has been defined as “the delivery service offered by a store to deliver its products to the buyer’s home” [9]. Home delivery provides value-added to all the actors in the system, which, while it adds complexity to the distribution process, creates competitive advantage by better satisfying customers [12,13]

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