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Are online meal delivery platforms part of the sharing economy?

2021; Taylor & Francis; Volume: 25; Issue: 3 Linguagem: Inglês

10.1080/15378020.2021.1941712

1537-8039

Wenjia Han, Carola Raab, Amanda Belarmino, Jason Tang,

Consumer Retail Behavior Studies

Prior research into online meal delivery platforms (OMDPs) focused on studying users' satisfaction and behavioral intentions through the lens of technology but neglected to take unique characteristics of the sharing economy into consideration. The current study aims to bridge this gap by examining the role of sharing economy ethos in customer satisfaction and the continuous usage intention of OMDPs. An online questionnaire was distributed on Qualtrics to collect data from OMDP users (n = 315). Path analysis results suggested that sharing economy ethos, food quality, and price-value perception significantly influenced OMDP users' satisfaction and subsequently their continuous usage intention. Among the salient antecedents, the price-value perception had the strongest impact on satisfaction. On the other hand, e-service quality components, including service speed, perceived ease of use of OMDPs, and trustworthiness of OMDPs, showed non-significant associations with customer satisfaction. This research extends OMDP research to include the concept of collaborative consumption. The findings can help restaurateurs improve customer consumption experiences and to remain competitive in the market.