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Consumers’ persuasion in online food delivery systems

Nefike Gunden (Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, Texas, USA)
Cristian Morosan (Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, Texas, USA)
Agnes L. DeFranco (Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, Houston, Texas, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 22 September 2020

Issue publication date: 31 October 2020




This study aims to develop and validate a conceptual model that explains consumers’ persuasion by the information available on online food delivery systems (OFDS). The study validated consumers’ price savings orientation as an antecedent of two types of browsing behaviors (utilitarian and hedonic). Browsing and social influences were examined as predictors of persuasion.


A literature review was conducted to determine constructs that constituted the best conceptual model for this study. To test the model, an online instrument was developed, and data were collected with the help of a global marketing panel company from 333 consumers who have used OFDS. Confirmatory factor analysis and structural equation modeling were used to test the hypotheses of the model.


The study found that consumers’ price savings orientation strongly influenced both types of browsing. However, while utilitarian browsing did not influence consumers’ persuasion, hedonic browsing and social influence were strong predictors of persuasion.

Research limitations/implications

Given the uniqueness of the study that stems from its task-technology context and the type of product being purchased, this study advances the literature in hospitality information technology, especially in the relatively neglected foodservice information technology area. The study also provides implications for both restaurants and OFDS as critical stakeholders in this important area.


To the best of the authors’ knowledge, this is the first study to examine consumers’ persuasion in a food-service online retail context. This study is also the first to examine both types of browsing as distinct constructs in hospitality and to explain their differential role in persuasion.





本论文通过审阅文献以找到最佳模型。通过在线采样的方式, 与全球营销公司合作, 搜集数据, 样本数量为333位使用过OFDS的顾客。分析方法为验证性因子分析和结构方程模式以验证假设模型。.


研究发现顾客省钱心理对两种浏览模式有着重大影响。然而, 功利型浏览行为并不影响顾客劝服, 但是享乐型浏览和社会影响成为劝服的强烈动力。.


由于本论文的独特性在于其任务-科技背景和购买产品类别, 本论文对酒店信息科技的文献有着延展性贡献, 特别是在较少关注的餐饮服务信息技术领域。本论文还对饭店和OFDS, 两大在此领域重要利益相关者提供了启示。.


本论文是首篇检测在线餐饮销售领域中的顾客劝服问题。此外, 本论文也是首篇检测两种类别浏览行为, 以及检验其行为对顾客劝服的特别作用。.



This research was conducted with the support of Hospitality Financial & Technology Professionals (HFTP)


Gunden, N., Morosan, C. and DeFranco, A.L. (2020), "Consumers’ persuasion in online food delivery systems", Journal of Hospitality and Tourism Technology, Vol. 11 No. 3, pp. 495-509.



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