Consumer's Intention and Experience toward Food-Ordering Mobile Application: The Moderating Role of Shopping Motives

• Main Authors: Annisaa Adi Ramadhan, 安尼莎
• Other Authors: Fu-Shiang Tseng
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/796gpy

碩士 === 國立中央大學 === 工業管理研究所 === 107 === Regarding the advantages of intermediary in channel management, many business sectors have been keeping up to be more present in the sharing economy. That also leads to innovation brought by the local startup company in Indonesia, Go-Jek Company. One of its feature is food ordering and delivery, Go-Food, helps as the intermediary among restaurants, drivers, and consumers. As one of the most favorable services, Go-Food is not only helping consumers to order and receive their food but also boost Indonesian economic growth. This evidence supports the importance of Go-Food consumptions as food-ordering mobile application in Indonesia. However, there are only few studies analyzing the behavior of Indonesian consumers in adopting to this technology. This present study thus aimed at examining how consumers perceived the technology of Go-Food application and what motivated them to use it as an intermediary channel. Several variables were introduced based on literature review to conceptualize the following ideas about acceptance of Go-Food application, consumer engagement, shopping motivations, and consumer experience. A hypothesized model was tested using Structural Equation Modeling with responses from 380 Go-Food consumers collected by online and offline survey. The result of this research showed different influence of application attributes toward the attitude and engagement with the application. The result thus suggested that consumer’s intention and experience were influenced by consumer’s attitude and engagement with the application. Moreover, we found different shopping motivation moderated different relationship. Utilitarian motivation strengthened the positive influence of food-ordering mobile application attributes toward consumer’s engagement. Hedonic motivation reduced the positive influence of food-ordering mobile application attributes toward attitude with the application. This study also provided strategy recommendations that would benefit not only for theoretical purposes, but also contribute to practitioners in order to improve their channel management as well as understand Indonesian marketplaces.