Hedonic value example Offline#

found that the participation of third-party food delivery service providers is beneficial to the parties involved. It also helps to reduce the expensive call charges incurred as consumers call the store to ask about the status of their order, which helps reduce transaction costs. Alalwan found that food delivery platforms make ordering food more attractive by reducing the perception of waiting time. Kapoor and Vij found that because consumers can follow the instructions provided on food delivery platforms and can track order fulfillment in real-time, there is no need to communicate with restaurant staff, which reduces the amount of energy spent and the amount of interpersonal communication.

Even Uber and Amazon have entered the food delivery market by developing Uber Eats and Amazon Restaurants. Well-known food delivery platforms include Deliveroo in the UK, Justeat in the US, and Foodpanda in Germany. Food delivery platform operators have created a new model for food delivery services. Meanwhile, the app can record the consumer’s preferences. After placing an order, consumers can use a smart tracking function in the app to track the progress of their order. Then, a delivery person can accept the order, go to the restaurant to pick up the order, and deliver it to the consumer to complete the service. Consumers can be immediately provided with an estimated delivery time depending on their designated location, or they can specify their desired delivery time. Quick search functions allow consumers to add the dishes they want to order to their shopping cart. Food delivery platform operators have created a new technological model for food delivery services that allow consumers to connect to various local restaurants and food providers through a mobile app. With the advent of the sharing economy, the development of e-commerce, the promotion of third-party payment solutions, and the growth of the stay-at-home economy, food delivery platforms have emerged. Based on the above results, food delivery platform operators can identify the key factors that drive consumers to use their services in order to formulate effective management strategies and create greater business opportunities for their organizations. The research results were as follows: (1) the attitude, subjective norms, and perceived behavioral control of consumers will have a significant positive effect on utilitarian value and hedonic value (2) the utilitarian and hedonic values have a significant positive effect on purchase intention and (3) the utilitarian and hedonic values have a mediating effect on attitude, subjective norms, perceived behavioral control, and purchase intention. After excluding invalid questionnaires with incomplete answers, a total of 1082 questionnaires were deemed valid, and the effective recovery rate was 83.23%. An online survey was also conducted, and a total of 1300 questionnaires were distributed. Structural equation modeling (SEM) was used to verify the research hypotheses, and to analyze consumers’ purchase intentions toward online food delivery platforms.

This study is based on theory of planned behavior (TPB), and includes the ‘utilitarian value’ and ‘hedonic value’ as research variables.

Hedonic value example Offline#

With the advent of the Online to Offline (O2O) era, the rise of various food delivery platforms not only provides consumers with more choices, but also allows restaurant operators to reach more potential consumers and increase their additional revenue.