This study aims to investigate the emerging phenomenon of “binge delivery” among digital natives, defined as individuals born between 1997 and 2012, and explore its impact on food-related well-being. Drawing on Uses and Gratifications Theory (UGT) and Veblen’s theory, this research conceptualizes binge delivery as a multidimensional behavioral practice driven by utilitarian, emotional, symbolic and status-related gratifications in the context of phygital online-to-offline (O2O) platforms, such as food delivery apps.
This study adopts a qualitative research design to examine binge delivery behaviors among digital natives. Through in-depth exploratory interviews and portrait analysis, it identifies key drivers, characteristics and outcomes associated with food delivery app usage, highlighting the hybrid phygital consumption context enabled by O2O platforms.
Results reveal that binge delivery behaviors are influenced by a blend of functional, emotional and symbolic factors that shape digital natives’ food consumption experiences. While binge delivery fosters convenience and gratification, it also introduces vulnerabilities, such as excessive consumption and emotional dependence. This study expands UGT by incorporating phygital ecosystems, illustrating how binge delivery reflects both empowerment and disempowerment in shaping consumer well-being. In addition, Veblen’s theory is applied to highlight conspicuous consumption behaviors within phygital food ordering, emphasizing its role in social positioning and peer-group identity.
Future research should refine the construct of binge delivery by exploring its addictive dimensions and the impact of socioeconomic and demographic factors. Longitudinal studies are recommended to examine the evolution of binge delivery behaviors as digital natives transition into adulthood. Further research should also assess cross-cultural variations in binge delivery behaviors in the phygital setting, examining how local food cultures and socioeconomic conditions influence adoption patterns.
Developers and marketers can enhance O2O platforms by incorporating features that balance utilitarian and experiential values, such as gamified rewards or eco-friendly practices. New app features, such as shared carts, group ordering options or augmented reality dining experiences, can foster social bonding and enhance symbolic consumption dynamics. Policymakers are encouraged to promote educational programs and transparency in app usage to mitigate vulnerabilities, including overconsumption and unhealthy dietary habits.
This study introduces and defines binge delivery as a novel consumption behavior, enriching binging-related literature while addressing its implications for food well-being. By integrating phygital consumption dynamics and expanding UGT into phygital marketplaces, the research provides actionable insights for fostering healthier and sustainable app-based consumption experiences among digital natives.
