Consumer Intentions to Switch On-Demand Food Delivery Platforms: A Perspective from Push-Pull-Mooring Theory

• I-Chiu Chang ^[1]
  1. [1] National Chung Cheng University

     National Chung Cheng University

     W. District, Taiwán

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 18, Nº. 4, 2023, págs. 2217-2232
• Idioma: inglés
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• Resumen

  • With a burgeoning market and a multitude of on-demand food delivery (OFD) platforms offering diverse options, comprehending the reasons that drive consumers to switch between platforms is paramount. The push-pull-mooring (PPM) theory provides a comprehensive framework for assessing why and how consumers navigate, guiding strategic decisions for service providers seeking to optimize their offerings and retain their customer base. This research employs the PPM theory to rigorously analyze how these elements influence consumers’ intentions to switch between OFD platforms in Taiwan. Findings from a comprehensive survey of 441 OFD users reveal that both pull and mooring factors exert a significant influence on consumers’ inclination to switch platforms, collectively explaining about 42% of the switching intention. Recognizing these critical factors empowers managers to make judicious decisions aimed at enhancing platform offerings and refining marketing strategies, ultimately fortifying customer retention and bolstering satisfaction levels.