{"title":"The impact of the collaborative consumption triangle on purchasing intentions within online food delivery platforms","authors":"Fei-Fei Cheng, Meng-Hsu Hsu, Chin-Shan Wu","doi":"10.1108/apjml-10-2023-1053","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study adopted the collaborative consumption triangle to explore the influence of online food delivery platforms (OFDP) on consumer purchase intentions. It investigates the effects of restaurants' corporate social responsibility (CSR) practices, individuals' food neophilic tendencies (FNT), and platforms' perceived benefits on purchase intention within OFDP. Furthermore, the study analyses differences in consumers' pro-environmental behaviour (PEB) on OFDP.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The 497 participants conducted a web-based self-completion survey, using structural equation modelling to analyse the path structure of consumer purchasing intention. Furthermore, differences in PEB among OFDP consumers were compared through multigroup analysis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The findings indicate that CSR influences the perceived value of sustainability and that the perceived value of sustainability influences purchase intention. Additionally, the influence of the perceived value of sustainability on purchase intention is more pronounced among consumers with low PEB compared to those with high PEB.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>The findings may not be generalisable to other countries due to cultural differences, CSR policies, and strategies for promoting sustainable development.</p><!--/ Abstract__block -->\n<h3>Social implications</h3>\n<p>The study provides valuable contributions related to (1) restaurants increasing their revenue and meeting their long-term sustainable development goals; (2) providing reusable containers policy and reusable containers policy and category tags for restaurants within OFDP.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study is a pioneering work examining factors influencing purchase intentions within OFDP from the tripartite collaborative consumption perspective post-COVID-19 and focuses on the differences in PEB concerning OFDP.</p><!--/ Abstract__block -->","PeriodicalId":47866,"journal":{"name":"Asia Pacific Journal of Marketing and Logistics","volume":null,"pages":null},"PeriodicalIF":3.9000,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Marketing and Logistics","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/apjml-10-2023-1053","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Purpose
This study adopted the collaborative consumption triangle to explore the influence of online food delivery platforms (OFDP) on consumer purchase intentions. It investigates the effects of restaurants' corporate social responsibility (CSR) practices, individuals' food neophilic tendencies (FNT), and platforms' perceived benefits on purchase intention within OFDP. Furthermore, the study analyses differences in consumers' pro-environmental behaviour (PEB) on OFDP.
Design/methodology/approach
The 497 participants conducted a web-based self-completion survey, using structural equation modelling to analyse the path structure of consumer purchasing intention. Furthermore, differences in PEB among OFDP consumers were compared through multigroup analysis.
Findings
The findings indicate that CSR influences the perceived value of sustainability and that the perceived value of sustainability influences purchase intention. Additionally, the influence of the perceived value of sustainability on purchase intention is more pronounced among consumers with low PEB compared to those with high PEB.
Research limitations/implications
The findings may not be generalisable to other countries due to cultural differences, CSR policies, and strategies for promoting sustainable development.
Social implications
The study provides valuable contributions related to (1) restaurants increasing their revenue and meeting their long-term sustainable development goals; (2) providing reusable containers policy and reusable containers policy and category tags for restaurants within OFDP.
Originality/value
This study is a pioneering work examining factors influencing purchase intentions within OFDP from the tripartite collaborative consumption perspective post-COVID-19 and focuses on the differences in PEB concerning OFDP.
期刊介绍:
The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies