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Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China

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  • Akram, Umair
  • Ansari, Aisha Rehman
  • Fu, Guoqun
  • Junaid, Muhammad

Abstract

This study proposes a unique framework that aids to enrich online shopping experience (psychological and monetary gains) and accelerates fast food mobile commerce (m-commerce). The extended technology acceptance model (TAM) is applied while the stimulus–organism–response (S–O–R) paradigm served as the predominant framework combined with the acquisition-transaction utility theory. This study investigates the mobile website quality, website brand equity (stimulus) influence on (PEOU) and (PU) (organism) to predict Chinese consumer intention to use fast food mobile commerce (response). A total of 936 respondents were participated while data were collected using a convenience sampling technique in China. Results reveal that all dimensions of mobile WQ (i.e., service quality, system quality, and information quality) and Website BE (i.e., brand image, perceived quality, brand association, and brand loyalty) (stimulus) significantly substantially influence PEOU and PU (organism) toward the acceptance of online fast food shopping (response). Digital Coupon Proneness (an accelerator) substantially moderates the relationship between PEOU, PU, and intention to use fast food m-commerce. Based on the assumptions of acquisition-transaction utility theory, category-specific (fast food) digital coupon proneness increase m-commerce for online fast food buying– a novel contribution of the study. Furthermore, research provides unique managerial insights for the industry to utilize the maximum potential of m-commerce in the fast-food industry.

Suggested Citation

  • Akram, Umair & Ansari, Aisha Rehman & Fu, Guoqun & Junaid, Muhammad, 2020. "Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    • Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s0969698919312378
    DOI: 10.1016/j.jretconser.2020.102142
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    References listed on IDEAS

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    17. Li, Mingwei & Lu, Man & Akram, Umair & Cheng, Shaoen, 2024. "Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    18. Rambabu Lavuri & Umair Akram & Zubair Akram, 2023. "RETRACTED: Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5174-5186, December.
    19. Shah, Adnan Muhammad & Abbasi, Amir Zaib & Yan, Xiangbin, 2023. "Do online peer reviews stimulate diners’ continued log-in behavior: Investigating the role of emotions in the O2O meal delivery apps context," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    20. Hsin‐Hui Lin & Pin‐Han Chen & Chih‐Lun Wu, 2023. "Exploring the price anchoring effect in mobile commerce: An experimental study," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(3), pages 1601-1623, April.

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