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Keywords: O2O platforms
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Journal Articles
“Binge delivery” behaviors among digital natives: a phygital exploration of status, empowerment, and vulnerability
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Qualitative Market Research: An International Journal (2025) 28 (5): 941–964.
Published: 05 November 2025
..., 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. Design/methodology/approach This study adopts...
