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Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Ou Wang

    (University of Waikato)

Abstract

There is a dramatic growth in the market of Online-To-Offline food delivery services (O2O-FDS) recently. A need exists for the stakeholders of food and catering industries to better understand the market of O2O-FDS in order to create suitable marketing strategies and promotion policies for this promptly changing e-commerce era. However, there is a lack of understanding of the significant factors influencing the consumer adoption of O2O-FDS. This study develops a conceptual model to help systematically understand those important factors. The model is developed based on a literature review concerning the O2O-FDS topic and other relevant topics in food marketing and consumer behaviour. It shows that the O2O-FDS adoption is significantly influenced by food choice motives, socio-demographics, innovation-adoption characteristics, and APP-service quality.

Suggested Citation

  • Ou Wang, 2020. "Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 99-105, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_13
    DOI: 10.1007/978-3-030-47595-6_13
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