Factors Influencing Consumer Behavior Research Articles

Consumer behavior and spending patterns on cultural goods and services

This study investigates the factors influencing consumer behavior and spending patterns on cultural goods and services. Using a quantitative research approach with Partial Least Squares Structural Equation Modeling (PLS-SEM), data were gathered through a structured survey of 350 respondents from diverse demographic backgrounds. The results reveal that cultural interest, social influence, and perceived value have a significant and positive impact on consumer spending behavior, with cultural interest showing the strongest influence (β = 0.45, p < 0.01). Additionally, the study highlights the mediating role of perceived value in the relationship between social influence and spending behavior. These findings provide practical insights for marketers and cultural institutions aiming to better understand consumer motivations in the cultural sector. Future research should consider expanding the sample size and exploring other potential mediating variables.

MARKETING DIGITAL PARA STARTUPS: MARKETING DIGITAL PARA MICROEMPRESÁRIOS, UMA IDEIA REVOLUCIONÁRIA PARA ALCANÇAR O SUCESSO

Who never faced lines to make a payment or even to buy a certain product. Some time ago we did this, wasting hours in market lines, banks, bookstores and airports. Nowadays we can do all of this, without having to queue, without leaving home or watching a movie; reducing waiting time, being able to receive at home. All of this is in the consumer's possession, through his Smartphone device. As a result, the importance of developing and working on an action plan with digital marketing grows; because every person who has a device your company will be there too. It is possible to ask scientifically how Digital Marketing is a factor influencing consumer behavior in the Brazilian economic sector, how often consumers buy over the internet. What companies face today is not a lack of inputs (raw materials and components), or service companies. And, yes, the lack of loyal customers (followers). Contemporary companies can manufacture products beyond what customers can consume. This increases the level of competition in the competitive market, and consumers are the winners. The success of an electronic business depends on many factors. It is not enough for the company to have a welltructured website, with an attractive design and the best technologies. Companies and startups must go beyond the perception of customers, they must engender a profitable reciprocal familiarity. The company needs to define its position in the market, and envision possible future scenarios. Digital Marketing is an undeniable reality that has been joining forces with traditional commerce, a versatile means of communication that integrates sales opportunities, customer relations and positive word of mouth advertising.

Substantive behavioral aspects of consumer behavior in the conditions of sanctions pressure on the Russian economy

Relevance. Sanctions pressure on the economy of the Russian Federation is one of the most important factors influencing consumer behavior and their consumer preferences. Under sanctions, many social, economic and political aspects influence consumer behavior, from which new consumer trends and changes in consumer behavior emerge.The purpose is to explore the substantive behavioral aspects of consumer behavior under the conditions of sanctions pressure on the Russian economy.Objectives: study changes in consumer preferences in connection with global crises; analyze changes in consumer behavior depending on various factors and price dynamics as a factor in consumer behavior; explore the influence of cognitive distortions on the meaningful behavioral aspects of consumers; propose the concept of business company plans in accordance with new consumer expectations.Methodology. In the process of research, general scientific methods of logical and statistical analysis, field research, as well as qualitative and quantitative analysis were used. Results. The survey showed that consumers have become more frugal and choose domestic brands in order to save money, the study of the impact of cognitive distortions on consumers showed that society is prone to a pessimistic attitude in terms of adopting new domestic products and brands.Conclusions. A business plan under sanctions pressure, aimed at the novelty of the product and its effectiveness, will help companies promote their goods and services on the Russian market during the period of sanctions pressure. Focusing on changing the object of purchase, place of purchase (online trading if possible), timing and methods of procurement in accordance with new motives and customer expectations will give companies an advantage in conditions of market instability and changing behavioral aspects of consumers.

Analyzing The Impact of Online Marketing on Students' Purchase Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia

The study was driven by the growing trend of online shopping among students and the need to understand how digital marketing strategies impact their purchasing decisions on e-commerce platforms like Shopee. This research aims to evaluate the influence of online marketing on the purchasing decisions of students at STIE Latifah Mubarokiyah Suryalaya, in Tasikmalaya, Indonesia, specifically using the Shopee platform. Online marketing facilitates the transaction of goods and services via the Internet, providing the convenience of shopping without time and space constraints and allowing consumers to select products based on their preferences. The study employs a descriptive quantitative approach, involving 77 respondents selected through purposive random sampling. Data collection includes both primary and secondary sources, which are analyzed using simple regression, correlation analysis, determination analysis, and hypothesis testing. The findings reveal that online marketing strategies significantly influence students' purchasing behaviour on e-commerce platforms, with a correlation coefficient of 0.694 and a determination coefficient of 48.1%. This indicates that nearly half of the variability in student purchase decisions can be attributed to online marketing strategies. Moreover, the study offers new insights into how specific online marketing tactics, such as targeted advertisements and social media promotions, uniquely influence student preferences and purchasing patterns. These findings highlight the importance of personalized marketing approaches in shaping consumer behaviour. The study also suggests that further research should explore additional factors influencing consumer behaviour in e-commerce to achieve a more comprehensive understanding.

Color Matters: A Study Exploring the Influence of Packaging Colors on University Students’ Perceptions and Willingness to Pay for Organic Pasta

The organic food market’s rapid expansion necessitates an understanding of factors influencing consumer behavior. This paper investigates the impact of packaging colors on perceptions and willingness to pay (WTP) for organic foods, utilizing an experimental auction among university students. Drawing on previous research, we explore how colors influence perceived healthiness, premiumness, trust, and sustainability. The results indicate nuanced responses to different colors, emphasizing the need for businesses to adopt tailored packaging strategies. White and green dominate organic food packaging, aligning with associations of freshness and health. However, the study uncovers varied consumer responses, suggesting a more intricate relationship between color, trust, premiumness, and healthiness perceptions. Demographic factors such as age, gender, income, and residence areas influence WTP for organic foods with different colors, emphasizing the importance of diverse consumer segments in marketing strategies. Trust and perceived premiumness significantly influence WTP, highlighting their pivotal role in consumer valuation. The results highlight that green packaging builds trust among non-organic buyers, while organic buyers are influenced by a broader range of colors that emphasize premiumness and healthiness. The study concludes that businesses in the organic food market should carefully consider color choices in branding and packaging to effectively communicate product qualities and align with consumer values.

Unraveling consumer behavior: Exploring the influence of consumer ethnocentrism, domestic country bias, brand trust, and purchasing intentions

AbstractThis narrative review examines consumer ethnocentrism, the preference for domestic products over foreign ones, as a significant factor influencing consumer behavior in both emerging and developed markets. Studies suggest that ethnocentric tendencies are more pronounced in emerging markets, driven by factors like national pride, perceived superiority, and familiarity with local products. This preference for domestic products is often linked to domestic country bias, the general inclination toward goods and brands from one's own country. However, this bias is not absolute and is moderated by product quality perceptions and the perceived capabilities of developing nations to produce high‐quality goods. In contrast, consumers in developed markets, exposed to international brands, may display a greater openness to foreign products, often driven by psychological factors like self‐expression and the symbolic value associated with these brands. Understanding these nuances of consumer ethnocentrism and domestic country bias is crucial for businesses to effectively tailor their marketing strategies and cater to diverse consumer preferences in different markets.

From Farm to Fork: Addressing Food Waste in Households

With the rising environmental awareness, the issue of food waste is drawing considerable attention from civil society, scholars, industry practitioners and policymakers alike. Addressing food waste is crucial, as it incurs a variety of social, health, economic and environmental costs, including greenhouse gas emissions, soil degradation and the depletion of natural resources. The objective of this study is to analyze processes in food waste management to gain insight into factors influencing consumer behaviour, attitudes, and practices regarding consumption and food waste and loss prevention in the supply chain. This requires the analysis of decision making methods and waste reduction strategies and approaches, particularly for households. The goal is to emphasize the importance of raising consumer awareness and sense of individual responsibility, especially given the recent surge in collective community intentions to live more sustainably. However, translating these intentions into tangible actions is uncertain and filled with socio-economic complexities. Reports indicate that, households are responsible for approximately half of all food waste generated. Therefore, it's important to review the literature on barriers and triggers related to behaviour patterns and variations in food related lifestyle dimensions, to determine the factors that might influence food handling and food waste knowledge. Targeting households presents a promising starting point for future interventions, highlighting actions that may influence the current food consumption model to reduce the amount of food wasted. The methodological approach was structured into three steps. First, a literature review was conducted to gather insights and identify factors and interconnections between consumer behaviour and food waste. Second, related drivers and triggers were analysed. Lastly, the findings were summarized to highlight gaps and opportunities for improving attitudes towards food waste prevention.

FEATURES OF MARKETING ACTIVITIES ON THE BOOK MARKET OF UKRAINE

Goal. elucidation of the role and features of marketing activities in the book market of Ukraine. Achieving the goal will be facilitated by the achievement of the following tasks: 1) identification of factors influencing the behavior of consumers of book products; 2) disclosure of key aspects of marketing activity in the book market of Ukraine; 3) establishment of directions for increasing the effectiveness of marketing activities on buyers in the book market. Method. Methods of systematic and comparative analysis were used to identify factors influencing consumer behavior. The methods of analysis, synthesis and comparative analysis were used to reveal the marketing activity in the book market of Ukraine and to study the factors and the degree of their influence on the behavior of the buyer in the book market. Methods of synthesis and generalization were used to establish directions for improving the effectiveness of marketing activities on buyers in the book market. The results. The main aspects of the marketing activities of publishers and book distributors on the Ukrainian book market are outlined, the toolkit of the marketing mix used by market entities is highlighted, which made it possible to formulate the key areas of increasing the effectiveness of marketing activities for sellers of book products, which include: the need for market research; production of a quality marketing book; increasing the number of bookstores; application of merchandising and other methods of maximizing sales; improvement of the personnel policy due to the selection of personnel, systematic improvement of the qualifications of employees; implementation of logical pricing, use of price incentives; provision of activities for the popularization of reading and promotion of book products; development of effective state support measures for book publishing. Scientific novelty. Conducting a theoretical and practical analysis of the use of marketing mix tools in the book market of Ukraine and developed recommendations for increasing the effectiveness of marketing activities in the publishing industry. Practical significance. The results of the analysis are suitable for use in the development of effective marketing programs of Ukrainian book publishers and sellers of book products.

Towards Sustainable Consumption: Quantitative Insights into Consumer Behaviour on Circular Food Products

Abstract The concept of Circular Food Products, focusing on sustainability and waste minimization throughout the production and consumption cycle, has garnered significant attention recently. This research aims to provide empirical insights into factors influencing consumer behaviour regarding sustainability in the food industry. Using quantitative analysis techniques such as the questionnaire to measure attitudes, preferences and behaviours among consumers, and employing structural modeling for the collected data, the study yields important findings that advance knowledge in sustainable food consumption. These findings promote environmentally friendly and socially responsible practices within the food industry and among consumers. One key finding is the low level of consumer awareness about circular food products and their benefits. Perceptions varied, with some viewing these products as innovative and eco-friendly, while others considered them inferior to conventional products. This suggests the need for effective marketing campaigns to shape consumer awareness and perception of circular food products. Additionally, the research highlighted varying levels of awareness regarding the environmental impact of food production and consumption, with some consumers demonstrating strong concern for sustainability.These insights underscore the importance of targeted marketing and education to enhance consumer understanding and acceptance of circular food products, ultimately supporting the shift towards more sustainable consumption patterns.

The Role of Price, Quality, and Brand in Consumer Perception of Durable Goods in Online Shopping: A Study in Chhattisgarh

This research aims to explore the influence of price, quality, and brand on consumer perception of durable goods in online shopping, focusing on the state of Chhattisgarh. The digital marketplace has increasingly become the go-to platform for purchasing durable goods, but understanding the key factors influencing consumer behavior is essential for businesses. Through a mixed-methods approach, this study surveys a diverse population in Chhattisgarh to evaluate how these three variables—price, quality, and brand—shape their online shopping decisions. The findings provide valuable insights for e-commerce platforms, manufacturers, and marketers in tailoring their strategies for the regional market. The paper concludes with actionable recommendations for enhancing consumer satisfaction and loyalty in the online shopping ecosystem.

Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior

This study aimed to examine the impact of the Theory of Planned Behavior on Malaysian luxury hotel selection. To achieve this objective, the study examined the influence of attitude, subjective norms, perceived behavioral control, and fake reviews on the choice of luxury hotels in Malaysia. The study also investigates whether intention mediates the relationship between these variables and luxury hotel selection. The research method was quantitative in nature and to collect the necessary data, convenience sampling was used on an online questionnaire, resulting in 400 valid responses. The respondents were residents of Malaysia aged over 18 years old who had stayed at luxury hotels before, as they are qualified to answer the research objectives. For this study, four- and five-star hotels are considered as luxury hotels. The collected data were then analyzed using IBM SPSS version 26, using descriptive, regression, and mediation analysis through Hayes process. The results from the regression analysis revealed the predictive power of each variable, while the mediation analysis demonstrated that intention mediates the relationship between attitude, subjective norms, and perceived behavioral control in luxury hotel selection. According to this study, attitude, subjective norms, perceived behavioral control, and fake reviews influence luxury hotel choices. Intention significantly mediates the association between attitude, subjective norms, perceived behavioral control, fake reviews, and luxury hotel choices.

Consumer behavior toward plant-based foods: a theoretical review, synthesis and conceptual framework

PurposePlant-based (PB) and meat-reduced (MR) diets have a positive impact on human and environmental health, yet consumer acceptance of such diets is relatively low. Research investigating factors influencing consumer behavior around PB and MR diets is emerging; however studies lack strong theoretically underpinned, comprehensive theoretical frameworks. In this paper we synthesize factors from current literature and propose a comprehensive theoretical model across different consumer dietary types (e.g. omnivore, flexitarian, pesco-vegetarian) and account for consumer cognitive dissonance to facilitate a transition to MR diets.Design/methodology/approachThe factors are examined in a five-step integrative literature review of empirical literature about PB/MR-related consumer behavior since 1989. Studies are critically assessed across four theories commonly used to explain the different antecedents of sustainable consumer behavior. We focus on the theoretical domains framework with COM-B (capability, opportunity, motivation and behavior) framework, as it provides the strongest foundation for modelling the consumer behavior of interest.Findings107 studies have empirically investigated PB/MR consumer behavior. Of these, 81 studies applied some COM-B domains, but no study has captured all domains. Scant studies investigating cognitive dissonance in the PB/MR literature have been published. Different consumer dietary types are featured across 47 studies; however, none of the studies comprehensively capture all dietary types and psychological discomfort in different consumer dietary types and cognitive dissonance theory.Research limitations/implicationsTo synthesize the findings of the present study, we propose an alternative model to address the before-mentioned gaps identified in our critical analysis. The alternative model captures the relationships between the 12 domains of the COM-B model constructs, psychological discomfort and consumer dietary types in the PB/MR foods setting.Practical implicationsThe proposed research model facilitates the transition from MB diets to PB diets in three ways: (1) By differentiating consumer dietary types in terms of the COM domains influencing their PB/MR behaviors, PB-producing businesses could better target their foods to hitherto overlooked consumer dietary categories, such as lacto-vegetarians or emerging categories, such as flexitarians, through more refined segmentation and sharper profiling of consumers. (2) Knowing the level of capabilities of consumers in respect of cooking skills and knowledge about purchasing and preparing PB foods could help marketers develop strategies to improve buyers' skills and knowledge. (3) With an understanding of the opportunities (from the Opportunity domain of the COM-B model), including environmental context and resources and social influences, PB food businesses could more effectively market their PB food products. (4) It provides an understanding of capability, motivation and opportunity factors separately but also the interrelationship between these COM domains, as all these variables are intertwined.Social implicationsOur ILR with the proposed model and the resulting research helps facilitate progress in the transition to PB diets necessary for more sustainable global food production and consumption.Originality/valueThe paper is the first to critically assess existing PB/MR literature regarding each of the COM-B domains, psychological discomfort and the six dietary types. We propose an alternative research model to address the gaps in literature and explain the antecedents and moderators in PB/MR dietary transition. The proposed model may provide information for practitioners and future researchers to understand a wider range of relevant factors influencing consumer’s behavior in transitioning to PB/MR diets.

Factors Influencing Consumer Behaviour in Online Shopping: A Comprehensive Study

Online marketing involves promoting and selling goods and services through the internet without buyer and seller coming in direct contact with each other. In the rapidly growing digital era, the role of online marketing in modern marketing has become part and parcel of the strategy of planning and success for any organisations. The marketing strategy adopted by firms to reach out to its customers has also undergone an incredible change. It is the internet which has changed the way of life. The business has always changing its dynamics in line with the expected behaviour of its consumers. Online marketing has developed into a full-fledged platform to spread details about a company’s brand, products or services to its potential customers and market the same. Internet has changed the way consumers shop for product and services globally. It has played an all pervasive role in the context of covid-19, where this sector has seen substantial increase in usage pattern. In this scenario, it is essential for the businesses to understand the factors influencing consumer behaviour to shop online. Online marketing is a crowded place with many players vying for their pie. So right strategy is required to survive in the market place. The success and failure of the companies depend on the strategy it has chosen to reach out its targeted consumers. This study aims at studying the factors influencing the consumer behaviour towards online shopping. Through this study a marketer will be able to analyse the possibilities and future prospects of online marketing through consumer behaviour. The method of collecting data are primary and secondary sources. Statistical tools like tabulation, percentages, and factor analysis are applied for analysing the collected data. This study was accomplished to determine the consumer behaviour in Chennai.

Insights into Consumer Behavior: A Deep Dive into Online Shopping Trends in Kerala During the COVID-19 Pandemic

The COVID-19 pandemic has catalyzed transformative shifts in consumer behaviour globally, prompting a notable surge in online shopping activities. Kerala, renowned for its diverse cultural landscape and vibrant markets, has witnessed a paradigmatic evolution in consumer preferences during this unprecedented period. This study endeavours to provide a comprehensive analysis of online shopping trends in Kerala amidst the COVID-19 pandemic, offering nuanced insights into the factors influencing consumer behaviour, the emergence of new consumption patterns, and the challenges and opportunities encountered by e-commerce stakeholders. Leveraging a mixed-methods research approach, including surveys and qualitative interviews, the study aims to illuminate the dynamic interplay between socio-economic factors, public health concerns, and technological advancements shaping the e-commerce landscape in Kerala. By elucidating these dynamics, the research seeks to inform strategic decision-making processes for e-commerce businesses, policymakers, and other stakeholders invested in Kerala's retail ecosystem.

Addressing Plastic Concern: Behavioral Insights into Recycled Plastic Products and Packaging in a Circular Economy

The excessive production and use of new plastic materials pose a critical environmental challenge, and reducing its consumption has emerged as a major global hurdle. Understanding human behavior is thus essential for creating a circular economy for plastics. The study aims to gain insights into consumers' buying habits concerning recycled plastic, which has received relatively little attention in prior research on the subject of environmentally friendly consumer behavior. This study draws on the Theory of Planned Behavior to analyze the factors influencing consumer behavior regarding products and packaging made from recycled plastic. To this end, we employed a questionnaire, which was administered to 511 consumers in Italy. Results support that concerns about plastics and perceived efficacy exert a direct influence on attitudes. Additionally, our findings demonstrate that social norms, attitudes, and perceived behavioral control significantly shape purchasing behaviors concerning recycled plastic. The research contributes to extending the Theory of Planned Behavior model in predicting environmental-friendly behavior by adding new empirical evidence and provides valuable suggestions for companies to develop effective communication strategies and policies to redirect plastic consumption behavior towards less-impacting use of plastic.

Psychological Attribution and Policy Intervention Pathway Analysis of Low Carbon Consumption Behavior of Consumers

Currently, research in the field of shared consumption mainly focuses on analyzing the factors influencing consumer behavior. Although some studies involve individual psychological factors, most of these studies focus on some variables and lack completeness, and few scholars attempt to explain the gap between willingness and behavior. In previous studies on government regulation and governance of the sharing economy, scholars often overlooked the connection between policy intervention factors and individual behavior attribution, resulting in a lack of effectiveness and persistence in the policy intervention path and strategic effects of sharing consumption behavior. This article explores the psychological attribution of low-carbon consumer behavior and analyzes the path of policy intervention. Through literature review and empirical research, this article finds that consumer low-carbon consumption behavior is influenced by various psychological factors, such as environmental awareness, social responsibility, moral concepts, etc. Meanwhile, policy intervention plays an important role in promoting low-carbon consumer behavior. This article proposes specific paths for policy intervention, including raising public environmental awareness, guiding enterprises to assume social responsibility, and strengthening policy supervision.

Factors Influencing Adoption of E-Banking Services in Selected Areas of Gujarat

In the contemporary era, the rapid evolution of technology has ushered in a paradigm shift in the way individuals manage their financial transactions. Among the myriad advancements, the adoption of mobile banking applications stands out as a transformative force, redefining the landscape of banking services. The present study tried to study the awareness of mobile banking services of banking applications and to ascertain the factors influencing consumer behavior adoption of Mobile. Further study carried out to study the association among demographic variables regarding factors studied for consumer behaviour adoption of mobile. In conclusion, the analysis of customers' preferences underscores a moderate response to the mobile banking application. While the current features of the application are satisfactory, customers express a desire for additional features akin to those found in alternative mobile banking applications such as SBI and HDFC. The prevailing perception among customers is that the application offered by Kotak Mahindra Bank is characterized by basic and uncomplicated features. Despite this, customer satisfaction with the Mobile Banking Application remains notably high, attributed to an extensive array of features and services. This observation accentuates the importance of ongoing efforts to enhance the mobile banking application in alignment with evolving customer expectations and industry standards.

The attitudes and practices of United Arab Emirates consumers towards food waste: A nationwide cross-sectional study.

Reducing global food waste is an international environmental, health, and sus-tainability priority. Although significant reductions have been achieved across the food chain, progress by UAE households and consumers remain inadequate. This study seeks to understand the association between consumer attitudes, knowledge, and awareness relating to food waste practice of residents living in the UAE. to help inform policy and action for addressing this national priority. A cross-sectional study was conducted using a validated semi-structured online questionnaire through stratified sampling (n =1052). The Spearman correlation coefficient was performed to determine the correlations. Two independent regression analysis were used to determine the association between food waste practice with: 1) knowledge and awareness and attitude subdomains, and 2) sociodemographic characteristics. Respondents (n=1072) largely reflect the socio-demographic characteristics and population distribution across the seven Emirates. As expected, a significant and negative correlation was found between food waste practice knowledge and awareness and overall attitude. The regression models showed reduced food waste practice was associated with better knowledge, personal attitude, financial attitude (first model), older age and fewer adults in the household (second model). We found a significant and negative association of personal attitude (a commitment, intention), financial attitude (cost-saving motivation), and (existing) knowledge of Food waste (FW) with practice of food waste, indicating that better knowledge about FW, personal attitude or financial attitude was associated with reduction in undesirable food waste practice. While awareness and emotional attitude (moral concerns) were positively and significantly associated with food waste practice (undesirable behaviour). Food waste poses significant challenges in the UAE, and addressing it requires a comprehensive understanding of the multifaceted factors influencing consumer behavior. By promoting knowledge, fostering positive attitudes, and considering socio-cultural factors, policymakers can develop effective strategies to reduce food waste in households and contribute to sustainable development goals.

Future of Retailing in Metro Manila: DIY Homeowners’ Acceptance and Use of Technology in an Omnichannel Retailing

This paper investigates the multifaceted realm of consumer behavior within Metro Manila’s hardware industry, focusing on omnichannel factors that shape purchase intentions. Drawing from Venkatesh et al.’s 2003 Unified Theory of Acceptance and Use of Technology (UTAUT) model, the researcher adapted the theoretical framework by eliminating moderators and substituting Facilitating Conditions with Habit and Perceived Security. To unravel the intricacies of consumer preferences, a quantitative approach was employed, utilizing a survey instrument administered to 400 DIY homeowners-representing a cross-section of the target population. The research methodology incorporated Slovin’s formula for sample size determination, ensuring a robust and representative dataset. Additionally, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data and derive meaningful insights. This methodological approach allows for a refined exploration of the relationships between variables, offering a quantitative foundation for answering the research questions. The results elucidate the pivotal roles of Performance Expectancy and Perceived Security in positively influencing Purchase Intent. Notably, the study unveils a significant positive relationship between Purchase Intent and Usage Behavior, emphasizing the consequential impact of intention on subsequent consumer actions. This comprehensive exploration provides valuable insights for industry practitioners seeking to refine their omnichannel strategies in the hardware sector. By deciphering the intricate interplay of factors influencing consumer behavior, businesses can optimize their approaches, fostering greater engagement and loyalty among DIY homeowners in Metro Manila. This research contributes significantly to the evolving discourse on omnichannel dynamics, offering a nuanced perspective grounded in empirical evidence and a modified UTAUT framework.

The usage of Foodpanda delivery apps among students: an exploratory study

Within the food and beverage industry in Malaysia, food delivery service, particularly the application of food delivery apps, is an emerging new wave. The escalation of food delivery apps could shift consumer behaviour in the purchase of food. The paper aims to explore contributing factors influencing consumer behaviour using food delivery apps using a qualitative approach. The approach entails the use of semistructured interviews with eight students, all of whom are Foodpanda food delivery app users, in a high-learning institution. Thematic method of data analysis revealed the following factors influencing the app usage behaviour: Ease of use, Variety of Choice, Social effect, and Time/Cost saving. This finding highlights the behavioural pattern of food delivery app users, which informs on better marketing strategies and planning for future business opportunities.