Why do people use food delivery apps (FDA)? A uses and gratification theory perspective
- Indian Institute of Management Ranchi
- North West University
Recently, scholars have attempted to understand consumer behavior related to the use of food delivery apps (FDAs). However, the various motives behind the usage of different FDAs have not been addressed. The current study worked to fill this gap by developing a psychometrically valid and reliable instrument that measures different uses and gratifications (U&G) behind the use of FDAs. Additionally, the association between different U&Gs and intentions to use FDAs were investigated. This study utilized a mixed-method research approach consisting of open-ended essays (qualitative) with 125 FDA users and an online cross-sectional survey with 395 FDA users. The study applied U&G theory and found eight main gratifications behind the use of FDA, namely, convenience, societal pressure, customer experience, delivery experience, search of restaurants, quality control, listing, and ease-of-use. The results suggest that customer experience, search of restaurants, ease-of-use and listing were the significant antecedents of intentions to use FDAs. The study concludes with various implications and recommendations for future research on FDAs.
|Julkaisu||Journal of Retailing and Consumer Services|
|Tila||Julkaistu - 1 marraskuuta 2019|
|OKM-julkaisutyyppi||A1 Julkaistu artikkeli, soviteltu|