The Mediating Role of Convenience Motivation in the Consumer Value and Use Intention in Food Delivery Platform

Abstract

Food delivery platform is an emerging industry which deals with the problem that people are too busy to eat out nowadays The market of food delivery platform is currently at a stage of introduction By offering meal delivery in a convenient way it is estimated to grow substantially in the future Yet due to ineffective marketing promotions such as attracting users with price subsidies the food delivery platform is facing a decreasing growth rate To provide a better understanding of which consumers who would adopt this new service this study aims to understand how consumers’ values influence their intention to use food delivery platforms by applying the value-motivation-behavior model To test this research model this study has an online survey on 629 consumers in Taiwan Results indicate that higher internal value leads to higher convenience motivation whereas higher external value leads to lower convenience motivation and that convenience motivation further positively influences use intention fully mediating the relationship between these two values(i e internal and external) and use intention An additional cluster analysis was conducted to identify the group of consumers who had the highest intention on using the food delivery platforms Based on the results those who have higher income and higher internal value have the highest convenience motivation and use intention Therefore marketers of food delivery platforms should develop specific strategies and emphasize the offered benefits of convenience to consumers who have high income and high internal value increasing the effect and efficiency of their marketing efforts

Date of Award	2019
Original language	English
Supervisor	Ya-Hui Kuo (Supervisor)