Sustainable Management of Online to Offline Delivery Apps for Consumers’ Reuse Intention: Focused on the Meituan Apps

Yongrok Choi, Lige Zhang, Jahira Debbarma and Hyoungsuk Lee
Additional contact information
Yongrok Choi: Department of Internationl Trade, Inha University, Incheon 22212, Korea
Lige Zhang: Department of Internationl Trade, Inha University, Incheon 22212, Korea
Jahira Debbarma: Program in Industrial Security Governance, Inha University, Incheon 22212, Korea
Hyoungsuk Lee: Business School, Shandong University, Weihai 264209, China

Sustainability, 2021, vol. 13, issue 7, 1-14

Abstract: The COVID-19 pandemic has significantly changed our daily life, especially in the food industry. This study aims to examine the sustainable factors that influence the reuse intention in China’s online-to-offline (O2O) food delivery industry, using “Meituan Waimai” app users as the objects of investigation. Meituan had great success in the initial stage of business due to the rapid urbanization of the major Chinese cities, and thus it is planning to enter the second and third level of cities in China. However, this may not be sustainable because beginner’s luck does not hold unless it is supported by sustainable governance. To evaluate the online and offline governance of O2O business, we used five service quality factors (convenience, safety, economy, accuracy, and speed) in a structural equation model. Customer satisfaction and reuse intention are used as mediating and dependent variables, respectively. The main findings are as follows. First, among the service characteristics, economy and speed factors did not perfectly mediate satisfaction, implying that the initial stage of success may not be sustainable. O2O service providers in China should put more effort into customizing economic incentives as well as making an appropriate impression regarding the delivery speed. Second, satisfaction is fully supported by other factors, implying that O2O service providers should take into account feedback from the people in the market and consumers.

Keywords: O2O food delivery; reuse intention; structural equation modeling; Meituan; China (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/13/7/3593/pdf (application/pdf)
https://www.mdpi.com/2071-1050/13/7/3593/ (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:13:y:2021:i:7:p:3593-:d:522988

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 ().