What are you eating today: Conjoint analysis of drivers and inhibitors of online food ordering
Anuj Pal Kapoor, Gautam Kapoor, Raveena Gupta, Saurabh Ruhela
The entire start-up ecosystem in India has changed tremendously over the past five years and more and more products and services are going the digital way. From buying daily grocery online, getting your car serviced or ordering food online has become a daily routine for many. Online food-delivery platforms are expanding choice and convenience, allowing customers to order from a wide array of restaurants with a single tap on their smart phones. The business of delivering restaurant meals to the home is undergoing rapid change as new online platforms race to capture markets and customers across most of the metropolitan cities in India. This study uses fuzzy-set qualitative comparative analysis (fsQCA) to analyze the influence of motivations and barriers on online food ordering from a compilation of 36 motivational and 15 discouraging items of e commerce as conditions, and purchase behavior as outcome. The empirical analysis uses responses of 417 Internet users to an online questionnaire. The method includes a previous principal component analysis that reduces the number of conditions to 8 motivations (hedonic, product variety, product customization, convenience, price, lack of sociality, and Internet exclusive availability) and 4 barriers (in-person, risk, and delivery). Fs QCA offers insight into the knowledge of online food ordering drivers and inhibitors, with relevant implications for theory and practitioners.
Anuj Pal Kapoor, Gautam Kapoor, Raveena Gupta, Saurabh Ruhela. What are you eating today: Conjoint analysis of drivers and inhibitors of online food ordering. International Journal of Multidisciplinary Research and Development, Volume 4, Issue 7, 2017, Pages 74-81