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• W3088496738 abstract "Purpose This study aims to develop and validate a conceptual model that explains consumers’ persuasion by the information available on online food delivery systems (OFDS). The study validated consumers’ price savings orientation as an antecedent of two types of browsing behaviors (utilitarian and hedonic). Browsing and social influences were examined as predictors of persuasion. Design/methodology/approach A literature review was conducted to determine constructs that constituted the best conceptual model for this study. To test the model, an online instrument was developed, and data were collected with the help of a global marketing panel company from 333 consumers who have used OFDS. Confirmatory factor analysis and structural equation modeling were used to test the hypotheses of the model. Findings The study found that consumers’ price savings orientation strongly influenced both types of browsing. However, while utilitarian browsing did not influence consumers’ persuasion, hedonic browsing and social influence were strong predictors of persuasion. Research limitations/implications Given the uniqueness of the study that stems from its task-technology context and the type of product being purchased, this study advances the literature in hospitality information technology, especially in the relatively neglected foodservice information technology area. The study also provides implications for both restaurants and OFDS as critical stakeholders in this important area. Originality/value To the best of the authors’ knowledge, this is the first study to examine consumers’ persuasion in a food-service online retail context. This study is also the first to examine both types of browsing as distinct constructs in hospitality and to explain their differential role in persuasion." @default.
• W3088496738 created "2020-10-01" @default.
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• W3088496738 date "2020-09-24" @default.
• W3088496738 modified "2023-10-18" @default.
• W3088496738 title "Consumers’ persuasion in online food delivery systems" @default.
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• W3088496738 doi "https://doi.org/10.1108/jhtt-10-2019-0126" @default.
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