Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility

This research examines the phenomenon of food delivery services from the mobile app user’s perspective and how consumers’ lifestyles are changing because of the convenience provided by the apps. By means of an online survey targeted at US food delivery app customers, our study analyzes the main motivations that lead them to use and recommend these technology-based services. The results of the study revealed that some of the theory of planned behavior model variables (i.e., attitude toward the behavior, subjective norms), influence customer use and word-of-mouth (WOM) intentions. Security influences intention to spread WOM, whereas customer lifestyle compatibility influences intention to use the food delivery apps. A post hoc analysis revealed that perceived control is only important for older customers, who need to perceive that they control the apps before they will recommend them to other customers. The findings of the study are discussed and contrasted with previous research in the field. The managerial implications derived from the findings provide practical guidance for food delivery app companies. Further research avenues are suggested to encourage scholars to continue investigating the challenge of the diffusion of mobile apps in the food delivery and related sectors.