Channel integration affects usage intention in food delivery platform services: the mediating effect of perceived value

Abstract

Purpose

Structural equation modeling was conducted, and a sample with 577 consumers was investigated.

Design/methodology/approach

Based on the stimulus–organism–response (SOR) model, this study aims to explore how channel integration affects usage intention through perceived value in food delivery platform (FDP) services. Moreover, the author also examines the moderating effects of personal innovativeness and experience on the relationships in the model.

Findings

The study found that channel integration affects usage intention through perceived usefulness, perceived enjoyment and perceived price. Moreover, the moderating effects of personal innovativeness and experience are both significant in the model.

Research limitations/implications

This study found that perceived usefulness, perceived enjoyment and perceived price are three major values influencing the relationship between channel integration and usage intention in FDP services. Moreover, for consumers with high personal innovativeness, perceived usefulness, perceived enjoyment, social image and perceived risk affecting usage intention will be weaker than for consumers with low personal innovativeness. However, for highly experienced consumers, perceived usefulness, perceived enjoyment and perceived price affecting usage intention will be stronger than for less experienced consumers.

Practical implications

This study suggests that practitioners should develop value-driven innovative services and activities by integrating various channels for customers. Moreover, they should segment consumers on the basis of different levels of personal innovativeness and experience to provide different strategies for increasing the intention to use the service.

Originality/value

This study advances the extant knowledge of the SOR model in the context of online-to-offline commerce.

Citation

Yen, Y.-S. (2023), "Channel integration affects usage intention in food delivery platform services: the mediating effect of perceived value", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 1, pp. 54-73. https://doi.org/10.1108/APJML-05-2021-0372