The flourishing of smartphone users and widespread internet access has paved the way for food delivery apps (FDAs) to become a prominent food industry segment. This study fills gaps related to the limited understanding of web aesthetics in FDAs by investigating how web aesthetics (focusing on information and visual design) influence consumers’ intentions to reuse FDAs and promote them through word-of-mouth.
This study uses a mixed-method approach to test the proposed relationships, highlighting the importance of web aesthetics in shaping context-specific consumption values.
The results demonstrate that web aesthetics significantly influence consumers’ intention to reuse and promote WOM. Furthermore, consumption values mediate the relationships among web aesthetics, WOM, and reuse intentions. Users’ positive experiences with FDAs increase their satisfaction, encourage recommendations and increase the likelihood of repeat purchases.
This study explores the FDA sector by combining two theoretical frameworks, the stimulus? organism? response model and the theory of consumption values, which offers a novel and comprehensive framework for understanding consumer decision-making within the context of FDAs.
