The impact of the collaborative consumption triangle on purchasing intentions within online food delivery platforms

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-03-19 DOI:10.1108/apjml-10-2023-1053
Fei-Fei Cheng, Meng-Hsu Hsu, Chin-Shan Wu
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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.

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协作消费三角对在线食品配送平台购买意向的影响
目的 本研究采用协同消费三角来探讨在线餐饮外卖平台(OFDP)对消费者购买意向的影响。研究探讨了餐厅的企业社会责任(CSR)实践、个人的食物新嗜好(FNT)倾向和平台的感知利益对在线外卖平台购买意向的影响。此外,该研究还分析了消费者在 OFDP 上的亲环境行为(PEB)差异。497 名参与者进行了基于网络的自我完成调查,并使用结构方程模型分析了消费者购买意向的路径结构。研究结果研究结果表明,企业社会责任影响可持续发展感知价值,可持续发展感知价值影响购买意向。此外,与高 PEB 消费者相比,低 PEB 消费者的可持续发展感知价值对购买意向的影响更为明显。研究局限/意义由于文化差异、企业社会责任政策和促进可持续发展的战略不同,研究结果可能无法推广到其他国家。社会意义本研究在以下方面做出了有价值的贡献:(1)餐厅增加收入,实现长期可持续发展目标;(2)为 OFDP 内的餐厅提供可重复使用容器政策、可重复使用容器政策和类别标签。原创性/价值本研究是一项开创性的工作,它从 COVID-19 后的三方合作消费视角出发,研究了影响 OFDP 内购买意愿的因素,并重点关注了有关 OFDP 的 PEB 差异。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
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
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