The Importance of Perceived Proximity in Local Food Mobile Apps

IF 3.6 Q2 BUSINESS
Gauthier Casteran, D. Plotkina
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引用次数: 0

Abstract

ABSTRACT Demand for locally produced foods is increasing. Thus, mobile apps that help consumers order local foods are more and more common. Research shows that proximity (access-, identity-, production-, and relationship-related) plays a central role in local food consumption. Questions that arise are whether these apps can create proximity between users and producers and whether such perceived proximity improves users’ attitudes toward the app, and intention to continue using it. To test this, we conducted two studies. We ran an online survey using a fictional local food app as well as a field test with consumers of an actual local food app. In both studies, we used the app’s perceived proximity as independent variables, the technology acceptance model (TAM)’s app evaluation as mediators, and consumer attitude toward the app as dependent variable. We found that perceived proximity has an impact on most TAM dimensions. The impact is further differentiated across consumers.
感知邻近在本地食品移动应用程序中的重要性
摘要对本地生产食品的需求正在增加。因此,帮助消费者订购当地食品的移动应用程序越来越普遍。研究表明,接近(获取、身份、生产和关系相关)在当地食品消费中发挥着核心作用。出现的问题是,这些应用程序是否能在用户和生产者之间创造接近感,这种感知到的接近感是否能改善用户对应用程序的态度,以及继续使用它的意愿。为了测试这一点,我们进行了两项研究。我们使用一个虚构的本地食品应用程序进行了一项在线调查,并对实际本地食品应用的消费者进行了实地测试。在这两项研究中,我们使用应用程序的感知接近度作为自变量,技术接受模型(TAM)的应用程序评估作为中介,消费者对应用程序的态度作为因变量。我们发现,感知的接近度对大多数TAM维度都有影响。消费者之间的影响进一步分化。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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