Customers’ Perceived Values and Purchase Intention through Satisfaction: Differences Based on Food Delivery Application Platform and Buying Power

Abstract

With the post COVID-19 pandemic, this study explores the effects of customers’ perceived values of food delivery applications (FDAs) on their purchase intention through satisfaction. It further assesses the differences in the perceived values, satisfaction, and purchase intention of customers by FDA platforms (restaurant-to-consumer vs. third-party) and buying power (high vs. low). A self-administered questionnaire was created, and target samples were local Hong Kong customers. Results show that among the 392 respondents, perceived values of FDA price, quality, and personal data protection positively influence customer satisfaction and consequently enhance purchase intention on FDAs. Furthermore, the results of the perceived values of price and information, customer satisfaction, and purchase intention differ depending on the FDA platform and buying power. Theoretical development of consumption values and managerial implications were further discussed.