What leads consumers to spread eWOM for Food Ordering Apps?

Restaurants are using innovative ways to engage with consumers using Food Ordering Apps (FOAs). The purpose of this article is to identify the influence of consumers’ eSatisfaction, perceived value, trust, and eLoyalty on eWOM for FOAs in India. The study also verifies if eWOM for FOAs varies based on age, gender, family size, order value, and online shopping experience. The research followed a multi-stage approach. In the first stage, an extensive literature review was conducted to identify the various factors that lead to eWOM. In the second stage, a survey was distributed among the FOA users. 375 responses were obtained. In the third stage, a binary multivariate logistic regression was used to evaluate the predictive power of the proposed research model. The results indicated that eLoyalty, trust, and perceived value were statistically significant in predicting consumers’ intent to spread eWOM for FOAs. eSatisfaction, age, gender, order value, shopping experience, and family size were insignificant in shaping the customer’s intention to spread eWOM for FOAs. The findings of this study can be used to understand the factors that influence users to spread eWOM for FOAs. Managers in food delivery business can use the findings from this study to address the most relevant constructs shaping eWOM as it has an impact on the survival prospects and profitability of the business.