价格还是质量?新冠肺炎时代消费者对在线外卖服务的偏好和支付意愿(WTP

IF 3.8 Q2 MANAGEMENT TQM Journal Pub Date : 2023-08-11 DOI:10.1108/tqm-04-2023-0112
S. Singh, Bishnu Prasad Dash, Amit Sachan, Arnab Adhikari
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引用次数: 0

摘要

目的研究2019冠状病毒病大流行对印度消费者对在线外卖(OFD)服务属性偏好的影响。它还显示了订单大小如何影响消费者对OFD服务属性的支付意愿(WTP)。设计/方法/方法本工作采用了一种基于联合分析的方法,以确定消费者在COVID-19大流行期间对ofd属性(如价格、交货时间、餐厅评级和包装质量)的偏好。数据收集采用分数因子设计。确定了属性的相对重要性和属性层次的部分价值效用。此外,与属性级别相关联的实用程序用于查找不同属性的消费者WTP。2019冠状病毒病大流行使印度消费者的偏好从价格转向了食品和包装质量。当订单量较小时,消费者对交货时间的偏好高于包装质量。相比之下,随着订单数量的增加,消费者对包装质量的偏好高于交货时间。消费者的WTP在食品质量方面达到最高水平,其次是便利性和包装质量。属性的WTP随着订单规模的增加而增加。实际意义这些见解强调了在线食品配送行业在后流行病时代重新设计业务框架的必要性。消费者在流感大流行期间采取的卫生和安全措施大大改变了他们的购买行为,除了价格外,他们更看重外间服务的服务质量(食物和包装质量)。原创性/价值这项工作决定了消费者对ofd的每个属性级别的效用,以及它们的相对重要性。此外,本研究通过展示COVID-19大流行对消费者偏好和订单规模对消费者属性WTP的影响,为现有文献做出了贡献。
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Price or quality? Consumers' preferences and willingness to pay (WTP) for online food delivery services in the COVID-19 era
PurposeThis article investigates the impact of the COVID-19 pandemic on the consumer preference for the attributes of online food delivery (OFD) services in India. It also shows how the order size influences the consumer's willingness to pay (WTP) for the attributes of OFD services.Design/methodology/approachThis work incorporates a conjoint analysis-based approach to determine the consumer preference for the attributes of OFDs such as price, delivery time, restaurant rating and packing quality during the COVID-19 pandemic. The fractional factorial design is applied for the data collection. The relative importance of the attributes and the part-worth utility of the attributes' levels have been determined. Further, the utility associated with the attributes' levels is used to find the consumer's WTP for different attributes.FindingsThe COVID-19 pandemic has changed consumer preference from price to food and packing quality in India. When the order is small, consumers exhibit a higher preference to the delivery time than packing quality. In contrast, consumers show a higher preference to packing quality than delivery time with the increase in order size. The consumer's WTP attains the highest level in case of food quality, followed by convenience and packing quality. The WTP for the attributes rises with the increase in order size.Practical implicationsThe insights highlight the need for the online food delivery industry to redesign the business framework in the post-pandemic era. The hygiene and safety measures maintained by the consumers during the pandemic have significantly changed their purchasing behaviour, raising their preference for service quality (food and packing quality) of the OFD services apart from price.Originality/valueThis work determines the consumers' utility for each attribute level of OFDs, along with their relative importance. Moreover, this study contributes to the existing literature by exhibiting the impact of the COVID-19 pandemic on the consumer preference and order size on consumer's WTP for the attributes.
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来源期刊
TQM Journal
TQM Journal Business, Management and Accounting-Business, Management and Accounting (all)
CiteScore
9.10
自引率
0.00%
发文量
114
期刊介绍: Commitment to quality is essential if companies are to succeed in a commercial environment which will be virtually unrecognizable in less than a decade. Changing attitudes, changing perspectives and changing priorities will revolutionise the structure and philosophy of future business practice - and TQM will be at the heart of that metamorphosis. All aspects of preparing for, developing, introducing, managing and evaluating TQM initiatives.
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