The effect of presentation, product availability and ease upon transaction reliability for online food delivery aggregator applications – moderated mediated model

ABSTRACT

With advancements in mobile technologies, online food-delivery aggregators (OFA) have become an important distribution channel for restaurants. This study examines how the OFA applications affect diner’s cognitive and affective states and subsequent behavior by empirically testing a research model that incorporates antecedents of transaction reliability for restaurant order booking using a mobile application. Data collected from a survey of 458 respondents are analyzed using SEM. Drawing from SOR, CVT, and cue theory, the research established that product presentation and ease of use predict transaction reliability and are important mobile application attributes while choosing a particular OFA. The moderated mediation model extends the stimulus-organism-response framework and the consumer value theory. The findings demonstrate the moderating influence of gender, where the relationship is stronger for females. The study has a positivist approach with causalities satisfying the fundamental law of SOR theory. Higher media richness shall lead to a positive feeling about the product. A good presentation of the products on the mobile screen shall enhance the perception of product availability. The presence of abundant products makes it easy to search, thereby ease of searching the mobile screen. Mobile applications should be updated regularly to keep pace with the ever-changing mobile technologies.

KEYWORDS:

• Ease of use
• product availability
• product presentation
• transaction reliability