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Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility

Author

Listed:
  • Daniel Belanche

    (Faculty of Economy and Business, University of Zaragoza, 50005 Zaragoza, Spain)

  • Marta Flavián

    (Faculty of Economy and Business, University of Zaragoza, 50005 Zaragoza, Spain)

  • Alfredo Pérez-Rueda

    (Faculty of Social and Human Sciences, University of Zaragoza, 44003 Teruel, Spain)

Abstract

This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the behavior, subjective norms), influence customer use and word-of-mouth (WOM) intentions. Security influences intention to spread WOM, whereas customer lifestyle compatibility influences intention to use the food delivery apps. A post hoc analysis revealed that perceived control is only important for older customers, who need to perceive that they control the apps before they will recommend them to other customers. The findings of the study are discussed and contrasted with previous research in the field. The managerial implications derived from the findings provide practical guidance for food delivery app companies. Further research avenues are suggested to encourage scholars to continue investigating the challenge of the diffusion of mobile apps in the food delivery and related sectors.

Suggested Citation

  • Daniel Belanche & Marta Flavián & Alfredo Pérez-Rueda, 2020. "Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4275-:d:361835
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    12. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Understanding influencer marketing: The role of congruence between influencers, products and consumers," Journal of Business Research, Elsevier, vol. 132(C), pages 186-195.
    13. Anderson Ngelambong & Siti Norsyafiqah Salim & Saiful Bahri Mohd Kamal & Mauren Gita Miranti, 2024. "When Tech Goes Sour: A Directed Qualitative Content Analysis of Negative User Experiences in Food and Beverage Mobile Apps," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 1620-1635, June.
    14. Xiaodan Jin & Eunhye Kim & Kyung-chul Kim & Sitian Chen, 2024. "Innovative Knowledge Generation: Exploring Trends in the Use of Early Childhood Education Apps in Chinese Families," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 12253-12292, September.
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    16. Dae-Ho Byun & Han-Na Yang & Dong-Seop Chung, 2020. "Evaluation of Mobile Applications Usability of Logistics in Life Startups," Sustainability, MDPI, vol. 12(21), pages 1-17, October.
    17. Wei Chiang Chan & Wan Hashim Wan Ibrahim & May Chiun Lo & Mohamad Kadim Suaidi & Shiaw Tong Ha, 2020. "Sustainability of Public Transportation: An Examination of User Behavior to Real-Time GPS Tracking Application," Sustainability, MDPI, vol. 12(22), pages 1-20, November.

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