Consumers’ usage of food delivery app: a theory of consumption values

ABSTRACT

Food delivery applications (FDAs) represent a category of mobile applications that are used by consumers to order food online. The popularity of these FDAs has been growing exponentially recently, yet not much research has been carried out the topic. This study investigates consumers’ acceptance of FDAs using the theory of consumption values as its theoretical basis. The model explores the association between consumption values (functional, social, emotional, conditional, and epistemic), visibility, and usage intention of FDAs. Data were collected from 440 Indian consumers and the model was tested using structural equation modeling. Except for emotional value, the results indicated a significant association between functional, social, conditional, and epistemic values and usage intention. Furthermore, visibility mediated the relationship between consumption values and usage intention. This study’s theoretical and practical contributions are relevant to researchers and practitioners working in areas related to FDAs.

食品配送应用程序（FDA）是一类移动应用程序，消费者可以使用这些应用程序在线订购食品. 最近，这些FDA的受欢迎程度呈指数级增长，但针对这一主题的研究并不多. 本研究以消费价值理论为理论基础，考察消费者对FDA的接受程度. 该模型探讨了FDA的消费价值（功能性、社会性、情感性、条件性和认知性）、可见性和使用意图之间的关联. 数据收集自440名印度消费者，并使用结构方程模型对模型进行了测试. 除情感价值外，结果表明功能价值、社会价值、条件价值和认知价值与使用意向之间存在显著关联. 此外，可见度在消费价值和使用意向之间起中介作用. 本研究的理论和实践贡献与从事FDA相关领域的研究人员和从业者相关.

KEYWORDS:

• Food delivery apps
• hospitality
• online to offline (O2O)
• purchase intentions
• visibility
• theory of consumption values

Disclosure statement

No potential conflict of interest was reported by the author(s).