Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services

Han-Shen Chen, Chia-Hsing Liang, Shu-Yi Liao and Hung-Yu Kuo
Additional contact information
Han-Shen Chen: Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung City 40201, Taiwan
Chia-Hsing Liang: Department of Applied Economics, National Chung Hsing University, Taichung 40227, Taiwan
Shu-Yi Liao: Department of Applied Economics, National Chung Hsing University, Taichung 40227, Taiwan
Hung-Yu Kuo: Department of Health Diet and Industry Management, Chung Shan Medical University, Taichung City 40201, Taiwan

Sustainability, 2020, vol. 12, issue 23, 1-18

Abstract: With the advent of the Online to Offline (O2O) era, the rise of various food delivery platforms not only provides consumers with more choices, but also allows restaurant operators to reach more potential consumers and increase their additional revenue. This study is based on theory of planned behavior (TPB), and includes the ‘utilitarian value’ and ‘hedonic value’ as research variables. Structural equation modeling (SEM) was used to verify the research hypotheses, and to analyze consumers’ purchase intentions toward online food delivery platforms. An online survey was also conducted, and a total of 1300 questionnaires were distributed. After excluding invalid questionnaires with incomplete answers, a total of 1082 questionnaires were deemed valid, and the effective recovery rate was 83.23%. The research results were as follows: (1) the attitude, subjective norms, and perceived behavioral control of consumers will have a significant positive effect on utilitarian value and hedonic value; (2) the utilitarian and hedonic values have a significant positive effect on purchase intention; and (3) the utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived behavioral control, and purchase intention. Based on the above results, food delivery platform operators can identify the key factors that drive consumers to use their services in order to formulate effective management strategies and create greater business opportunities for their organizations.

Keywords: services marketing; utilitarian value; hedonic value; consumer behavior; sustainable business models (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (16)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/23/10177/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/23/10177/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:23:p:10177-:d:457599

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().