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The online food ordering consumer journey

The online food ordering consumer journey

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Article
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The food and beverage (F&B) sector has witnessed a significant rise in online food ordering and delivery companies. Through the consumer journey framework, this study aims to uncover the triggers pertaining to each stage in this journey. An exploratory qualitative research approach was adopted: semi‐structured interviews were conducted with 33 cust...

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... Recent studies on FDPs have tended to utilize statistical analysis (Fakfare, 2021;Hwang et al., 2021;Mehrolia et al., 2021;Wang et al., 2019) and qualitative research (Farah et al., 2021), while few have made use of multi-attribute decision-making (MADM) methods, forming a methodological gap in the research area. Unlike classic statistical approaches, which require a minimum of 200 samples to validate the causal association between variables (Hoe, 2008), MADM methods only require 10 samples (Tsai, 2020;Tsai & Chen, 2021) to produce useful research (Tsai & Chen, 2021). ...
Article
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The emergence of the COVID‐19 pandemic dramatically lowered the foodservice industry’s income overnight. Conversely, the practical measure of remaining at home to deal with the pandemic’s impact has boosted the online food delivery business. In this study, a consumer perspective was adopted and an adapted version of the extended unified theory of acceptance and use of technology (UTAUT2) was used alongside multi‐attribute decision‐making methods (DEMATEL, DANP, and modified VIKOR) to construct a model for evaluating and selecting a food delivery platform (FDP). The results of the INRM (influential network relation map) revealed that the first dimension to be improved upon and adjusted should be security, followed by effort expectancy, performance expectancy, social influence, facilitating conditions, hedonic motivation, and habit. The DANP influential weights suggested that habits were the most important dimension, followed by hedonic motivation, while performance expectancy was the least important. According to the results of the gap analysis, the first dimension that required improvement was performance expectancy, followed by effort expectancy, facilitating conditions, security, social influence, habits, and hedonic motivation. It is expected that the findings of this study can serve as a reference for consumers selecting FDPs to better satisfy their dining needs. The novel model is discussed in terms of theoretical, practical, and managerial implications.
... From a marketing perspective, social networking sites (SNS) have turned consumers into "prosumers" (Borges-Tiago et al., 2020;Chaker et al., 2022) through their influential electronic word of mouth (eWOM). Consumers' eWOM facilitates the spread of fake news on SNS, which can negatively impact consumers' attitudes and behaviors toward brands and SNS (Farah et al., 2021;Talwar et al., 2019Talwar et al., , 2020Visentin et al., 2019). ...
Article
Purpose The spread of fake news on social networking sites (SNS) poses a threat to the marketing landscape, yet little is known about how fake news affect consumers’ perceptions, attitudes and behaviors. This study aims to explore when consumers believe fake news, whom they blame for it (e.g. negative attitudes toward brands or SNS) and when they choose to share it. Design/methodology/approach Data obtained from 80 open-ended, semistructured interviews, conducted with SNS consumers and experts, is analyzed following the principles of grounded theory and the Gioia methodology. Findings Factors affecting consumers’ perceptions of fake news include skepticism, awareness, previous experience, appeal and message cues. Consumers’ brand- and SNS-related attitudes are affected by consumers’ blame, which is determined by consumers’ perceptions of the vetting efforts, role and ethical obligation of SNS. Consumers’ motives for sharing fake news include duty, retaliation, authentication and status-seeking. Theoretical and practical implications derived from the study’s novel conceptual framework are discussed. Practical implications This study identifies communication strategies that marketing professionals can use to mitigate and counter the negative effects of fake news. Originality/value By simultaneously considering consumers’ perceptions of the source, information and medium (i.e. SNS), this study presents a novel conceptual framework providing a marketing-centered, dynamic view on consumers’ fake news experience and connecting consumers’ perceptions, attitudes and behaviors in the context of fake news.