Why do people purchase from food delivery apps? A consumer value perspective

Consumers are increasingly using food delivery apps (FDAs) to facilitate convenient and quick delivery. Yet, the existing research offers a limited understanding of consumers’ behavioral responses visibility values derived from FDAs. Our study utilized theory consumption (TCV) examine associations between FDA visibility, values, purchase intentions. The mediating role moderating attitude was also studied. A qualitative conducted with 15 consumers derive context-specific values. Responses 355 United States America (USA) were obtained through Prolific analyzed structural equation modeling. Visibility acted as an antecedent all significantly influenced Attitude positively Consumption partially mediated association intention, while negatively moderated relationship that intention has preference value. These findings have important implications for practice.