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Sustainable Management of Online to Offline Delivery Apps for Consumers’ Reuse Intention: Focused on the Meituan Apps

Author

Listed:
  • Yongrok Choi

    (Department of Internationl Trade, Inha University, Incheon 22212, Korea)

  • Lige Zhang

    (Department of Internationl Trade, Inha University, Incheon 22212, Korea)

  • Jahira Debbarma

    (Program in Industrial Security Governance, Inha University, Incheon 22212, Korea)

  • Hyoungsuk Lee

    (Business School, Shandong University, Weihai 264209, China)

Abstract

The COVID-19 pandemic has significantly changed our daily life, especially in the food industry. This study aims to examine the sustainable factors that influence the reuse intention in China’s online-to-offline (O2O) food delivery industry, using “Meituan Waimai” app users as the objects of investigation. Meituan had great success in the initial stage of business due to the rapid urbanization of the major Chinese cities, and thus it is planning to enter the second and third level of cities in China. However, this may not be sustainable because beginner’s luck does not hold unless it is supported by sustainable governance. To evaluate the online and offline governance of O2O business, we used five service quality factors (convenience, safety, economy, accuracy, and speed) in a structural equation model. Customer satisfaction and reuse intention are used as mediating and dependent variables, respectively. The main findings are as follows. First, among the service characteristics, economy and speed factors did not perfectly mediate satisfaction, implying that the initial stage of success may not be sustainable. O2O service providers in China should put more effort into customizing economic incentives as well as making an appropriate impression regarding the delivery speed. Second, satisfaction is fully supported by other factors, implying that O2O service providers should take into account feedback from the people in the market and consumers.

Suggested Citation

  • Yongrok Choi & Lige Zhang & Jahira Debbarma & Hyoungsuk Lee, 2021. "Sustainable Management of Online to Offline Delivery Apps for Consumers’ Reuse Intention: Focused on the Meituan Apps," Sustainability, MDPI, vol. 13(7), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:7:p:3593-:d:522988
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    References listed on IDEAS

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    1. Yicheng Liu, 2016. "Customers' Choice between Online or Offline Channel about Search Products, Experience Products and Credence Products," International Business Research, Canadian Center of Science and Education, vol. 9(11), pages 38-56, November.
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    4. Yongrok Choi & Lili Sun, 2016. "Reuse Intention of Third-Party Online Payments: A Focus on the Sustainable Factors of Alipay," Sustainability, MDPI, vol. 8(2), pages 1-15, February.
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    Cited by:

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    2. Shao, Qinglong & Kostka, Genia, 2023. "The COVID-19 pandemic and deepening digital inequalities in China," Telecommunications Policy, Elsevier, vol. 47(10).
    3. Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    4. María Núñez-Fernández & Héctor Hugo Pérez-Villarreal & Yesica Mayett-Moreno, 2021. "Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Re," Sustainability, MDPI, vol. 13(22), pages 1-16, November.
    5. Pinyi Yao & Mohamad Fazli Sabri & Syuhaily Osman & Norzalina Zainudin & Yezheng Li, 2023. "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models," Sustainability, MDPI, vol. 15(2), pages 1-23, January.
    6. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.

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