What influences users to provide explicit feedback? A case of food delivery recommenders

Although various forms of explicit feedback such as ratings and reviews are important for recommenders, they are notoriously difficult to collect. However, beyond attributing these difficulties to user effort, we know surprisingly little about user motivations. Here, we provide a behavioral account of explicit feedback’s sparsity problem by modeling a range of constructs on the rating and review intentions of US food delivery platform users, using data collected from a structured survey (n = 796). Our model, combining the Technology Acceptance Model and Theory of Planned Behavior, revealed that standard industry practices for feedback collection appear misaligned with key psychological influences of behavioral intentions. Most notably, rating and review intentions were most influenced by subjective norms. This means that while most systems directly request feedback in user-to-provider relationships, eliciting them through social ties that manifest in user-to-user relationships is likely more effective. Secondly, our hypothesized dimensions of feedback’s perceived usefulness recorded insubstantial effect sizes on feedback intentions. These findings offered clues for practitioners to improve the connection between providing behaviors and recommendation benefits through contextualized messaging. In addition, perceived pressure and users’ high stated ability to provide feedback recorded insignificant effects, suggesting that frequent feedback requests may be ineffective. Lastly, privacy concerns recorded insignificant effects, hinting that the personalization-privacy paradox might not apply to preference information such as ratings and reviews. Our results provide a novel understanding of explicit feedback intentions to improve feedback collection in food delivery and beyond.