Consumer Intentions to Switch On-Demand Food Delivery Platforms: A Perspective from Push-Pull-Mooring Theory

IF 5.1 3区管理学 Q1 BUSINESS

Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2023-12-05 DOI:10.3390/jtaer18040111

I-Chiu Chang, Win-Ming Shiau, Chih-Yu Lin, Dong-Her Shih

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引用次数: 0

Abstract

With a burgeoning market and a multitude of on-demand food delivery (OFD) platforms offering diverse options, comprehending the reasons that drive consumers to switch between platforms is paramount. The push-pull-mooring (PPM) theory provides a comprehensive framework for assessing why and how consumers navigate, guiding strategic decisions for service providers seeking to optimize their offerings and retain their customer base. This research employs the PPM theory to rigorously analyze how these elements influence consumers’ intentions to switch between OFD platforms in Taiwan. Findings from a comprehensive survey of 441 OFD users reveal that both pull and mooring factors exert a significant influence on consumers’ inclination to switch platforms, collectively explaining about 42% of the switching intention. Recognizing these critical factors empowers managers to make judicious decisions aimed at enhancing platform offerings and refining marketing strategies, ultimately fortifying customer retention and bolstering satisfaction levels.

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消费者转换按需食品配送平台的意愿：推拉锚定理论的视角

随着市场的蓬勃发展和众多按需食品配送(OFD)平台提供多样化的选择，理解驱动消费者在平台之间切换的原因至关重要。推挽系泊(PPM)理论提供了一个全面的框架，用于评估消费者导航的原因和方式，指导服务提供商优化产品和留住客户群的战略决策。本研究运用PPM理论，严格分析这些因素如何影响台湾消费者在外派平台间的转换意愿。一项针对441名OFD用户的综合调查结果显示，拉动和系泊因素对消费者切换平台的倾向都有显著影响，共同解释了约42%的切换意愿。认识到这些关键因素，使管理者能够做出明智的决定，旨在提高平台产品和完善营销策略，最终加强客户保留和提高满意度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Theoretical and Applied Electronic Commerce Research BUSINESS-

CiteScore

9.50

自引率

3.60%

发文量

期刊介绍： The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.