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Digital Marketing & eCommerce Conference

DMEC 2020: Advances in Digital Marketing and eCommerce pp 99–105Cite as

Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model

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Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

There is a dramatic growth in the market of Online-To-Offline food delivery services (O2O-FDS) recently. A need exists for the stakeholders of food and catering industries to better understand the market of O2O-FDS in order to create suitable marketing strategies and promotion policies for this promptly changing e-commerce era. However, there is a lack of understanding of the significant factors influencing the consumer adoption of O2O-FDS. This study develops a conceptual model to help systematically understand those important factors. The model is developed based on a literature review concerning the O2O-FDS topic and other relevant topics in food marketing and consumer behaviour. It shows that the O2O-FDS adoption is significantly influenced by food choice motives, socio-demographics, innovation-adoption characteristics, and APP-service quality.

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Author information

Authors and Affiliations

  1. Waikato Management School, University of Waikato, Hamilton, New Zealand

    Ou Wang

Authors
  1. Ou Wang
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Correspondence to Ou Wang .

Editor information

Editors and Affiliations

  1. Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. School of Management and Marketing, University of Tasmania, Sandy Bay, TAS, Australia

    Steven D'Alessandro

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Wang, O. (2020). Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model. In: Martínez-López, F.J., D'Alessandro, S. (eds) Advances in Digital Marketing and eCommerce. DMEC 2020. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-47595-6_13

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