How “inspired” are customers to order from mobile food delivery apps? Soliciting the stimulus-organism-response (S-O-R) paradigm

Abstract

Purpose

There has been a dramatic rise in the use of online food delivery apps (FDAs) services since the COVID-19 pandemic. Though online FDAs have contributed significantly to the rise in demand for products from the gourmet industry, little is known regarding the factors that inspire customers to order from online FDAs, subsequently influencing customers’ satisfaction. Considering the knowledge gap, this study utilizes the stimulus-organism-response (S-O-R) model to conceptualize the factors: stimuli (eWOM, online reviews and online deals as external stimuli, and late-night craving and convenience as internal stimuli) that determine the organism level (i.e. customers’ inspiration) to subsequently generate the response (i.e. customers’ satisfaction).

Design/methodology/approach

We collected the data from 388 users and analyzed it via partial least squares – structural equation modeling (PLS-SEM).

Findings

The results reveal that online reviews, deals, late-night food cravings and convenience positively determine customers’ inspiration and satisfaction. In contrast, eWOM fails to impact customers’ inspiration directly and indirectly, affecting customers’ satisfaction through inspiration. Besides, customers’ inspiration positively mediates the relationship between stimuli (e.g. online reviews, online deals, late-night cravings and convenience) and customers’ satisfaction.

Originality/value

This study is novel in that it explores the impact of internal (late-night craving and convenience) and external (eWOM, online reviews and online deals) stimuli on customer inspiration and subsequently predicts customer satisfaction. We also expand prior studies on food delivery apps by studying customer inspiration as a mediating mechanism between internal and external stimuli and customer satisfaction.