The value proposition of food delivery apps from the perspective of theory of consumption value

By Puneet Kaur, Amandeep Dhir, Shalini Talwar, Karminder Ghuman. 2021

309 citations recorded by the source corpus.

The theory of consumption values (TCV) has successfully explained much consumer choice behavior, but few studies have investigated the values that drive food-delivery application (FDA) use. This study aims to bridge this gap by extending the TCV to the FDA context to examine food consumption-related values and interpreting and rechristening generic consumption values to adapt the TCV to the FDA context.,An explorative mixed-method research approach was taken to conduct focus group discussions with 20 target users to develop the questionnaire and then administer it for a cross-sectional survey (pen and pencil) to FDA users aged 22–65 years; 423 complete responses so received were analyzed using structural equation modeling.,The findings show that epistemic value (“visibility”) is the chief driver of purchase intentions toward FDAs, followed by conditional (“affordances”), price (part of functional value) and social value (“prestige”). Food-safety concerns and health consciousness (proposed as part of functional value) did not share any statistically significant association with purchase intentions toward FDAs.,The findings of this study are insightful for FDA service providers competing for higher shares in the market by helping them understand ways to influence consumer choices and purchase intentions.,It is the first study that combines FDAs 2014 an online service that it is attracting a lot of investment 2014and TCV which has continued to be one of the most relevant theories of consumer behavior. It extends the TCV by adapting it to the FDA context with food-consumption-related values. Thus, it adds to the relatively scant literature on FDAs on the whole which is essential, as FDAs represent the business model of new economy, i.e. online-to-offline (O2O). Finally, this study formulates a conceptual framework that may serve as the basis of future research.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/39bfdba91fceb7603e7bfd8691093b17a4b5a394

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. Mototaka Sakashita
5. Sushant Kumar
6. Mohd. Sadiq
7. Arunima Shah

In Organizational Behavior and Human Resource Management

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. Sushant Kumar
5. Arunima Shah
6. Mototaka Sakashita

In Sociology and Political Science

1. Shalini Talwar
2. Amandeep Dhir
3. Puneet Kaur
4. Sushant Kumar
5. Arunima Shah
6. Mototaka Sakashita

Citations in the corpus

• Psychological and behavioral outcomes of social media-induced fear of missing out at the workplace (2021, unknown): “We tested the proposed relationships by analyzing the data in SPSS 27 and AMOS 27 software through covariance-based structural equation modeling (CB-SEM), which has been used by recent studies on technology use (Kaur et al., 2021).”
• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “However, the use of food delivery services has increased tremendously since the onset of the COVID-19 pandemic (Sharma et al., 2021; Kaur et al., 2021).”
• Social media induced fear of missing out (FoMO) and phubbing: Behavioural, relational and psychological outcomes (2022, unknown): “Our analytical approach aligned with scholars who previously used SEM to study behaviours related to technology (Kaur et al., 2021) and social media use (Talwar et al., 2020).”
• Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan (2021, methodology): “After ascertaining the data suitability, we analysed the data in SPSS and AMOS using the two-step process, which has been applied by many recent studies (e.g., Kaur et al., 2021; Talwar et al., 2020).”
• Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions (2021, background): “, 2017) along with perspectives of consumption value (Kaur et al., 2021) and innovation resistance (Kaur et al.”