Technology at the dinner table: Ordering food online
through mobile apps
4级考试时间1.Introduction
In the early 2000, the application of third generation (3G) mobile communication technologies triggered mobile commerce development across the world. Subquently, the switch from feature phones to smart phones begun and the adoption of smart phones were embraced globally. According to E-Marketer (2014), there will be more than three billion Smartphone urs, or one-quarter of the global population, by 2020. In India, the e-commerce market is expected to grow to US$ 188 billion by 2015 due to the ri in Smartphone penetration and the launch of 4G networks along with increasing consumer wealth. According to Statistica (2017, Dec 21), Smartphone penetration in India reached 32% as of Nov 2017.scanner
A unique trend which has picked up with the introduction of smart phones is the mobile apps. In simple words, a mobile app is a software application developed specifically for u on small, wireless computing devices, such as smart phones and tablets, rather than desktop or laptop computers. The rapid adoption of smart phones and subquent development of mobile applications (“app”or “apps”her
eafter) have been changing the ways in which customers interact with a brand. The rapid growth of mobile technologies comes with the proliferation of various types of apps. Over 6 billion apps have been downloaded in India (Statistics 2017, Dec 21) and account for more than 50% of time spent on digital media (Lipsman, 2014, June 25), suggesting that apps have deeply penetrated into the daily lives of Smartphone urs. Today, everything can be practically purchad online, from daily grocery to flight or hotel bookings, ordering food or even buying a hou. In India, online shoppers among internet urs have incread from merely 0.1 million in 2006 to around 100 million in 2017, showing a growth of 900% (Kearney, 2016). This rapid growth rais interest in academia and turns e-commerce into an attractive field of rearch. Mobile apps provide an effective channel for companies to connect with their customers (Ostdick, 2016). Actually, the mobile platform has fundamentally revolutionized the manner in which companies maintain customer relations by creating the unique, novel, and
personalized experience (Lai, 2015; Ostdick, 2016).
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inaccordanceWithin the e-commerce space in India, trend of food start-ups has been catching the spotlight and India ems to be having a growing appetite for such start-ups. Till date, the most common form of delivery has been the traditional model in which the consumer calls up the restaurant, orders food an
d then waits for the restaurant to bring the food. However, with the ri of digital technology, the market is being redefined. Customers are using mobile apps or websites to identify all the nearby restaurants, scan through the menu and lect the cuisine they intent to eat and order the food with the click of a button or tap of a finger. Consumers accustomed to online shopping through apps or websites with maximum convenience and transparency, expect the same experience when it comes to online food ordering. India's online food delivery market, comprising of aggregators and internet kitchens, grew at 150 per cent in 2016 with an estimated GMV of USD 300 million.
Companies have welcomed mobile apps as an additional communication channel to attract new customers and increa brand loyalty among existing ones (Wang et al., 2015). They have realized that customers u a variety of app features to perform diver tasks such as arching, sharing, purchasing and browsing. Therefore, companies have started to u apps to increa brand awareness and enhance brand experience, resulting in higher sales (Zhou, 2014). Organizations in today's time especially in the e-commerce business have either a website, mobile app or both, to give its customers accessibility to their products and rvices. There are plenty of attributes for a mobile app or website, which influences a consumer's purcha intention. The attributes can be on the softer aspects, such as visual appeal or navigation experience or towards technicalities such
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as smart filter options, payment gateways or real time tracking. Despite the growing interest in apps and their potential marketing impact, there is a dearth of rearch on the u of mobile apps as a persuasive communication channel for ordering food online and identifying the mobile app attributes for final conversion. The vast majority of the prior literature surrounding the interction of consumers and mobile apps has focud primarily on consumers’initial acceptance or adoption of the technology. For example, rearchers have previously
ud established frameworks such as the Technology Acceptance Model (Davis, 1989) to identify what factors lead consumers to initially begin using a particular type of technology (Mallat et al., 2009; Nysveen et al., 2005). Most of the modest rearch on mobile apps, specifically, also centers around antecedents of consumers’initial app adoption (Peng et al., 2014; Taylor and Levin, 2014; Verhoef et al., 2015).
It is critical to note here, however, that many of today's modern consumers have already adopted and are currently using mobile apps (Taylor and Levin, 2014; comScore, 2015; Sanakulov and Karjaluoto, 2015). Therefore, we aim to differentiate our rearch from prior work, in part, by moving beyond drivers of initial app adoption. Our goal is to instead explore consumers’actual app usage, as well as; and analyze the association between mobile app attributes and final conversion (i.e., placing
n1成绩查询an online order). This paper address such shortcomings and examines the mobile app attributes and analyze customer rating for the attributes for online food aggregators. It examines the empirical association between mobile app attributes and online conversion rates. This paper offers two substantive contributions. First, by linking mobile app attributes with their actual conversion, this study provides quantified evidence that shows how attributes of a mobile app impacts customers' purcha. Second, it discuss the mechanisms for how an online food aggregator leads to an increa in customer usage, using the concept of mobile attributes. By applying the concepts to mobile apps, this study expands our understanding of how the u of interactive technology influences purcha behavior. Given the issues of using lf-reported measures of mobile phone u (Boa and Ling, 2013) and purcha intentions (vanNoort et al., 2012), our study adds to the mobile marketing literature by incorporating behavioral measures of app u and purcha histories.
smartyou什么意思To explore the role of mobile app in consumer engagement, the current study developed and empirically tested a model to examine how mobile app attributes of online food aggregators influence the purcha decision of a consumer and subquently lead to conversion. The study focus on four key attributes –visual, navigational, information and collaboration design and identifies their effect on final , when a customer places an order with a food aggregator and makes the
payment either online or on delivery.
Three of the , visual, navigational and information have been adapted from previous studies whereas the fourth construct, collaboration is a result of the pre study conducted. Collaboration basically refers to alliances between multiple e-commerce players in order to increa leads and make higher sales. A classical example of collaboration is online food aggregators and Paytm in India. Paytm is an online wallet organization and has a tie up with Zomato (OTA's). When an individual orders food through Zomato and us Paytm as the payment mode, a cashback of 10–15% is provided on the final bill. As a result, the customer pays through Paytm and saves 10–15%. Now, with this collaboration, the customer saves money, food is ordered through Zomato and Paytm app is being installed and ud by urs, thus going cashless. This partnership between Zomato and Paytm is termed as Collaboration as the two organizations, collaborate together in rving the customer and increasing their sales. Similarly, there are other e-commerce players such as Uber (Online Taxi Service) which also collaborate with online food aggregators and results in higher sales. Collaboration attribute was found to be the most important attributes, when a customer places an order online as compared to the other attributes. The positive relationship between collaboration and conversion asrts that consumers are driven by offers and discounts, provided by online retailers.
Other attributes like visual, information and navigation design also had a positive relation with conversion and influences a customer while choosing between various online food aggregators while ordering food, online. Information design was found to be the next most important attribute resulting in conversion. We found that in addition to collaboration and information design, navigational design also significantly affects conversion. Navigational design refers to the transition for a customer from one page to another. Our study revealed that visual design also has a positive effect on the conversion. Though visual design has the least effect on conversion, but the aesthetics are always important while designing a mobile app. Overall, the study identifies the most important mobile app attributes while choosing a particular online food aggregator and how does it influence the conversion for a particular online food aggregator (OFA) in India.六级官网
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2. Literature review and hypothesis development
A number of studies have examined the adoption of mobile commerce, or m-commerce generally defined as the u of wireless device such as smart phones to conduct electronic business transactions (Ting-Peng and Chih-Ping, 2004; Chiang and Li, 2014). The studies were bad on some of the widely accepted technology acceptance models such as the theory of reasoned action (Ajzen, 1991), technology acceptance model (Davis, 1986), unified theory of acceptance and u of t
echnology (Venkatesh, 2003). Rao and Troshnai (2007) developed a model of adoption intentions bad on perceived ufulness and perceived ea of u. Maity (2010) extracted TAM-related factors, i.e., perceived ufulness and ea of u, as well as subjective norms, behavioral controls, lf-efficacy and the role of alternate channels from qualitative data on m-commerce usage. Whereas, Ktoridou et al. (2008) propod that adoption of m-commerce is influenced by a combination of cultural and technological factors, and Lee and Lee (2010) suggested that gender and ethnicity could play a role in m-commerce adoption. The studies examined the antecedents of technology u without considering whether the adoption of m-commerce actually led to any conversion, i.e., actual purcha. We found that field studies typically ud instruments that evolved from website usability, much like website usability before it evolved from software usability (Venkatesh and Ramesh 2006).
Very limited study examines the consumer's interest in the attributes of mobile apps and whether the attributes influences the purcha decision of a consumer and eventually results in a conversion. Some of the relevant rearch suggests that mobile app attributes are critical external stimuli triggering individual's internal cognitions and emotions (Chou and Conley, 2009; Lee et al., 2011; Peters et al., 2016). Lee et al. (2011) asrt that three domains of technology product attribute trigge
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r approach-avoidance behavior: product appearance (visual appeal), product performance (ufulness, ea of u, navigation, and innovativeness of technology) and product communicative power (lf-expression, information). What makes a mobile app powerful is its interactive nature that allows urs to experience the brand through the mobile app attributes.
