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      Consumer adoption of online-to-offline food delivery services: A conceptual model

      Wang, Ou
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      Accepted manuscript O2O FDS Conceptual paper.pdf
      Accepted version, 437.7Kb
      DOI
       10.1007/978-3-030-47595-6_13
      Link
       doi.org
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      Citation
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      Wang, O. (2020). Consumer adoption of online-to-offline food delivery services: A conceptual model. In Advances in Digital Marketing and eCommerce: First International Conference, 2020 (pp. 95–105). Cham, Switzerland: Springer. https://doi.org/10.1007/978-3-030-47595-6_13
      Permanent Research Commons link: https://hdl.handle.net/10289/14230
      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.
      Date
      2020
      Type
      Chapter in Book
      Publisher
      Springer
      Rights
      ‘© Copyright © 2020, Springer, Cham. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
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      • Management Papers [1125]
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