Emotional and Functional Drivers of Customer Engagement: Exploring Person- Environment Fit in Online Food Delivery Apps

초록

With the spread of COVID-19 and the implementation of non-face-to-face policy, orders for food delivery have increased. Online food delivery applications developed rapidly and attracted high attention from consumers. We have analyzed the correlation between the suitability of online food delivery services and customer engagement. The relationships between functional values, emotional values, needs-supplies fit, personal-app fit, and customer-app engagement of online food delivery applications were analyzed. We conducted among 190 women who had ever used ‘Blue Apron’ application before. We found that users are aware of the importance of service quality, self-efficacy, and self-identity. Also, consumers prefer to purchase products from companies which have the same value as themselves in these areas. At the same time, if a product meets consumers’ demands or values, consumer interest will increase, making it less likely to switch to alternative platforms. Conversely, information quality was not found to be related to these two fits. Based on our findings, theoretical and practical implications have been provided.

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