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Erschienen in:
2020 | OriginalPaper | Buchkapitel
Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model
verfasst von : Ou Wang
Erschienen in: Advances in Digital Marketing and eCommerce
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Abstract
There is a dramatic growth in the market of Online-To-Offline food delivery services (O2O-FDS) recently. A need exists for the stakeholders of food and catering industries to better understand the market of O2O-FDS in order to create suitable marketing strategies and promotion policies for this promptly changing e-commerce era. However, there is a lack of understanding of the significant factors influencing the consumer adoption of O2O-FDS. This study develops a conceptual model to help systematically understand those important factors. The model is developed based on a literature review concerning the O2O-FDS topic and other relevant topics in food marketing and consumer behaviour. It shows that the O2O-FDS adoption is significantly influenced by food choice motives, socio-demographics, innovation-adoption characteristics, and APP-service quality.