Feeding trust: exploring key drivers, moderators and consequences related to food app usage

• Published in: The Journal of services marketing 2024-10, Vol.38 (7), p.872-891
• Main Authors: Ravichandran, Swathi, Osakwe, Christian Nedu, Elgammal, Islam Mahmoud Yousef, Abbasi, Ghazanfar Ali, Cheah, Jun-Hwa
• Format: Article
• Language: English
• Subjects: Customer services; Food; Home delivery services; Marketing; Personal information; Willingness to pay
• ISSN: 0887-6045; 0887-6045; 2054-1651
• DOI: 10.1108/JSM-11-2023-0437

Purpose This paper aims to utilize an extended involvement-commitment and trust commitment model to examine post-consumption decisions related to food delivery app use. Design/methodology/approach A self-administered online survey was used to collect data from food delivery app users in the USA. Findings Findings validate a favorable role of perceived app security and menu description on trust in app recommendations. Trust was found to be positively related to involvement, commitment and willingness to provide feedback. The positive moderating role of perceived convenience and rewards and incentives was also confirmed in relation to consumers’ trust in app recommendations, and involvement and commitment Originality/value A key contribution of this study includes the development of a comprehensive model to understand postconsumption decisions related to the usage of food delivery apps. To the best of the authors’ knowledge, this study is also the first to unveil the antecedent and moderating factors related to food delivery app users’ willingness to provide feedback, share personal data and to pay more.