Technology at the dinner table: Ordering food online through mobile apps

Technology at the dinner table: Ordering food online through mobile apps Online food-delivery aggregators (OFA’s) are expanding choice and convenience, allowing customers to order from a wide array of restaurants with a single tap on their smart phones. The business of delivering restaurant meals to the home is undergoing rapid change as new online platforms race to capture markets and customers across most of the metropolitan cities in India. The paper aims to investigate online food aggregators (OFA’s) by proposing and empirically testing mobile app attribute-conversion model, to examine how mobile app attributes of online food aggregators influence the purchase decision of a consumer and subsequently lead to conversion. A mix method design was adopted for the study and a pilot study comprising of (n=350) respondents was carried out. The study focuses on four key attributes – visual, navigational, information and collaboration design and identifies the most important mobile app attributes while choosing a particular online food aggregator (OFA) in India. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Technology at the dinner table: Ordering food online through mobile apps

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.04.001
Publisher site
See Article on Publisher Site

Abstract

Online food-delivery aggregators (OFA’s) are expanding choice and convenience, allowing customers to order from a wide array of restaurants with a single tap on their smart phones. The business of delivering restaurant meals to the home is undergoing rapid change as new online platforms race to capture markets and customers across most of the metropolitan cities in India. The paper aims to investigate online food aggregators (OFA’s) by proposing and empirically testing mobile app attribute-conversion model, to examine how mobile app attributes of online food aggregators influence the purchase decision of a consumer and subsequently lead to conversion. A mix method design was adopted for the study and a pilot study comprising of (n=350) respondents was carried out. The study focuses on four key attributes – visual, navigational, information and collaboration design and identifies the most important mobile app attributes while choosing a particular online food aggregator (OFA) in India.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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