Purpose

The current study tries to better understand the resistance toward food delivery applications (FDAs). This study has adapted the existing criteria to measure different consumer barriers toward FDAs. It also examined the relationships between various consumer barriers, intention to use FDAs and word-of-mouth (WOM).

Design/methodology/approach

This study utilized the innovation resistance theory (IRT) and a mixed-method approach comprised of qualitative essays submitted by 125 respondents and primary surveys (N = 366) of FDA users.

Findings

Tradition barrier (trust) shared a negative association with use intention, while image barrier (poor customer service) shared a negative association with WOM. The intention to use was positively associated with WOM. Additionally, the study results reveal that image barrier (poor customer experience) and value barrier (poor quality control) were, in fact, positively related to WOM. This study also discusses the managerial and theoretical implications of these findings and the scope for further research on FDAs.

Originality/value

FDAs have revolutionized the food delivery industry and made it more comfortable and convenient for the consumers. However, FDA service providers are facing challenges from both customers and restaurants. Although scholars investigated customer behavior toward FDAs, no prior study has focused on consumer barriers toward FDA usage.

中文翻译：

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食品配送应用使用的创新阻力理论视角

目的

当前的研究试图更好地了解对食品配送应用 (FDA) 的抵制。本研究调整了现有标准来衡量消费者对 FDA 的不同障碍。它还检查了各种消费者障碍、使用 FDA 的意图和口碑 (WOM) 之间的关系。

设计/方法/方法

本研究利用创新阻力理论 (IRT) 和混合方法方法，该方法由 125 名受访者提交的定性论文和 FDA 用户的初步调查 ( N = 366) 组成。

发现

传统障碍（信任）与使用意图呈负相关，而形象障碍（客户服务差）与口碑呈负相关。使用意图与口碑呈正相关。此外，研究结果表明，形象障碍（客户体验差）和价值障碍（质量控制差）实际上与口碑呈正相关。本研究还讨论了这些发现的管理和理论意义以及对 FDA 进一步研究的范围。

原创性/价值

FDA 彻底改变了食品配送行业，使消费者更加舒适和方便。然而，FDA 服务提供商正面临来自客户和餐厅的挑战。尽管学者们调查了消费者对 FDA 的行为，但之前没有研究关注消费者对 FDA 使用的障碍。