Abstract
Online food-delivery aggregators (OFA’s) are expanding choice and convenience, allowing customers to order from a wide array of restaurants with a single tap on their smart phones. The business of delivering restaurant meals to the home is undergoing rapid change as new online platforms race to capture markets and customers across most of the metropolitan cities in India. The paper aims to investigate online food aggregators (OFA’s) by proposing and empirically testing mobile app attribute-conversion model, to examine how mobile app attributes of online food aggregators influence the purchase decision of a consumer and subsequently lead to conversion. A mix method design was adopted for the study and a pilot study comprising of (n=350) respondents was carried out. The study focuses on four key attributes – visual, navigational, information and collaboration design and identifies the most important mobile app attributes while choosing a particular online food aggregator (OFA) in India.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
