OFD platform: consumers’ persuasion based on economic, relational and enjoyment values

Abstract

ABSTRACT Purpose Many researchers have recently examined the Online Food Delivery (OFD) platforms since these platforms have revolutionized the restaurant industry. However, the issue of consumer persuasion in the context of OFD platforms has not been studied thoroughly. This research has developed a conceptual model to contribute to this issue and examine the effect of economic, relational, and enjoyment values on consumers’ persuasion in these platforms. Design/methodology/approach The statistical sample of the study included 355 users of these platforms in Tehran (Iran) selected by the convenience sampling method. Data were collected using a questionnaire tool, and the data analysis was conducted by using PLS3 software. Findings The findings of this research demonstrate that there is a positive relationship between economic, relational, and enjoyment values and the consumers’ persuasion in OFD platforms. It was also found that the age and gender of consumers did not affect these relationships. Originality This study argues that enjoyment value has the greatest performance and importance in persuading consumers of OFD platforms, and more attention should be paid to the enjoyable elements in the design of such platforms.