ONLINE FOOD DELIVERY APPLICATIONS: QUALITATIVE INQUIRY OF DIMENSIONS IMPACTING CONSUMER INTENTIONS AND USAGE
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https://orcid.org/0000-0002-6625-8915
Kanchan Patil
https://orcid.org/0000-0002-1371-1130
Resumo
The study explores different dimensions impacting Food Delivery apps' usage in Tier 1, 2, and 3 cities in India. The study highlights the barriers along with drivers of usage and adoption of online food delivery applications. Research Questions for the current inquiry are 1) What dimensions impact the adoption of online food delivery aggregators’ services in Tier 1, 2, and 3 cities? 2) What are the situation triggers, and barriers impacting the usage of online food delivery aggregator’s services in Tier 1, 2, and 3 cities? A qualitative approach is used to collect the data. In-depth interviews are conducted in Tier 1, 2, and 3 cities in India. Users and potential users of online food delivery aggregators were interviewed to study and identify the positive and negative dimensions affecting the usage of online food delivery aggregator apps. Qualitative data analysis is conducted using MAXQDA – qualitative data analysis software. The results of the current study present the factors derived from the qualitative inquiry impacting the adoption and usage of online food delivery apps. The factors are social influence, perceived usefulness, hedonic motivation, Trust, culture, the occasion of adoption, online reviews and ratings, community services, and customization. The analysis also helps to classify the factors into enablers (usefulness, convenience, time and price saving, subjective norms, community services, habit, and app functionality) and barriers (Hygiene, condition of food when delivered, culture, food safety, trust) of usage. The current inquiry helps to understand the dimensions impacting the usage of online food delivery applications in tier1,2 and 3 markets of India. These dimensions can assist the practitioners and developers in app development and understand the usage phenomenon in the specified consumer markets. The current study will help the entrepreneurs of the online food delivery industry to strategies the value proposition based on the consumer insights and requirements.
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Direitos de Autor (c) 2025 New Trends in Qualitative Research
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial-SemDerivações 4.0.
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