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Quantifying consumers’ cost-value trade-offs on on-demand food delivery services: Value-of-time framework and partitioned pricing

Author

Listed:
  • Ma, Bohao
  • Wong, Yiik Diew
  • Teo, Chee-Chong
  • Sun, Shanshan

Abstract

This study aims to quantitatively characterize consumers' value-cost trade-offs in on-demand food delivery (ODFD) services. On the value side, the study endeavors to monetize the convenience value of ODFD with a Value-of-Time (VOT) framework, while on the cost side, this study investigates the implication of ODFD's partitioned pricing structure with the theoretical tenet of Attribution Theory.

Suggested Citation

  • Ma, Bohao & Wong, Yiik Diew & Teo, Chee-Chong & Sun, Shanshan, 2024. "Quantifying consumers’ cost-value trade-offs on on-demand food delivery services: Value-of-time framework and partitioned pricing," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003230
    DOI: 10.1016/j.jretconser.2024.104027
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