Ubaidullah Khan-25869- [LR]
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School
Institute of Business Administration, Karachi (Main Campus)**We aren't endorsed by this school
Course
MARKETING 301
Subject
Communications
Date
Dec 21, 2024
Pages
9
Uploaded by KidClover14741
Impact of Online Food Delivery Appson Pakistani Consumer BehaviourGroup Members and Contributions:1. Areeb Uddin – 25866: “Introduction”, “Performance Expectancy”, “Effort Expectancy”,and “Information Quality”2. Ubaidullah Khan – 25869: “Social Influence”3. Eman Najmi – 25856: “Price Saving Orientation”4. Nabiha Harris – 25857: “Time Saving Orientation”
ContentsTheme Overview:...................................................................................................................3Social Influence:.....................................................................................................................3Social Influence in the Context of Online Food Delivery:....................................................4Related Disciplines:...............................................................................................................4Dimensions of Construct:.......................................................................................................4Conceptualization:..................................................................................................................5Context of Study:...................................................................................................................5Relationships in Which Social Influence Has Been Studied:................................................6Link Between Relationships Studied and Hypotheses:..........................................................6Hypotheses Proposed:............................................................................................................6References:.................................................................................................................................7
Figure 1: Conceptual FrameworkTheme Overview:With the increasing role of digital platforms and social networks in shaping consumerdecisions, the impact of social influence on consumer behaviour in the context of OFDservices has emerged as an area of growing importance. Social influence is the process bywhich individuals are influenced by their peers, family, or influential people in changing theirattitudes, beliefs, and behaviours. Regarding OFD, it includes factors like peerrecommendations, social media endorsements, and conformity of groups. This literaturereview delves into both the theoretical underpinnings of social influence and itsmultidimensionality and states some hypotheses based on the identified relationships fromother research. Based on synthesizing findings from diverse studies, this review discusses thecrucial role of social influence in driving both initial adoption and continued use of OFDservices.Social Influence:Social influence refers to the effects of others around a person i.e peers, groups, andinfluencers on one's attitude and behavior in decision-making. It may come in differentforms: maybe the pressure exerted by peers, the urge to make people like them by actingaccording to group norms, and internalization of the opinions others have of them. People'sviews on adopting new technologies or services are influenced by social influences. Theseinfluences turn more significant in intense interactive conditions This influence at timesdictates the individual's behavioral or acting nature based on what they observe from theirsocial surroundings or from authoritative figures for example the influencers as suggested bySridhar & Srinivasan (2012).
Social Influence in the Context of Online Food Delivery:Social influence, in this case of OFD services, can be termed as the building impact which therecommendations from friends, family, or even influencers have on the persons toward usingOFD platforms. According to Lee et al. (2011), social influence moderates consumer attitudesin determining whether to engage in online activities or not. This increasing trend has beenmagnified by the rise of OFD platforms, endorsed through social media and by digitalinfluencers. According to Gunden et al. (2020), social influence has an evoking effect onconsumer behavior which is induced due to the visual stimuli such as images and calorieinformation.Social influence in OFD involves perceptions of the behaviors of one's friends, such as whenone sees one's friends ordering through some popular food delivery apps or the following ofadvice from a social network influencer, which increases the likelihood of using that service.Moreover, Ali et al. (2021) identifies how the COVID-19 pandemic increased the role ofsocial influence; recommendations from peers and social norms for safety and conveniencebecame really important in the adoption of OFD services. In addition, the reason for the shifttoward OFD during the pandemic was not only due to need but was further sustained bysocial networks giving legitimacy to the practice.Related Disciplines:The construct of social influence is a multidisciplinary one; sociology, business studies, andpsychology all peek at the theory in question. In sociology, social influence is a centralconcept to explain how behaviors of individuals are molded by the society in which they live—precisely by societal norms and peer pressures. Online food delivery services have takeninto consideration social influence, more tending to look at it from a business studyperspective as a marketing tool.Recommendations by friends and influencers via social networking sites have continued tobecome a part of companies' strategies that aim to boost engagement and the adoption ofOFDplatforms(Risseladaetal.,2014).Through a more psychological lens, social influence is related to conformity, a need for socialapproval, and also cognitive biases that underpin certain decisions. Sridhar and Srinivasan(2012) investigate how product ratings and reviews in intrinsically social online settingsaffect the choices of consumers. This fits with OFD platforms, where reviews via socialmedia and sharing of experiences are the lenses through which consumers' trust and use ofsuch services are molded.Business and marketing disciplines seek to understand with specificity how social influenceundergirds adoption behaviors. Chen et al. (2020) investigated how consumer attitude andintention to use food delivery platforms are significantly framed by recommendations frompeers and influencers' endorsements, which prove that in digital spaces, social influence is astrong driver of consumer engagement.Dimensions of Construct:
Social influence can be differentiated along many dimensions, in particular when it comes toonline food delivery:Cognitive Dimension: This refers to the manner in which people process andinternalize suggestions and endorsements they get either from their peers or frominfluencers. It is expected that due to intentionally analyzing reasons for their peers orfigures on social media recommending certain OFD platforms, consumers may assessthe perceived value of service.Emotional Dimension: At an emotional level, social influence may trigger behavior interms of the need for social acceptance and related needs for belonging. Feelings ofbeing an outcast or culturally left out motivate consumers to embrace certainbehaviors they observe in their social networks. Sridhar and Srinivasan (2012)estimated that the emotional reactions to social media reviews significantly contributeto the adoption of technology and services like OFD platforms.Utilitarian Dimension: The practical aspect of social influence comes into play whenthe consumers perceive OFD platforms to be more useful on account of their peersusing them. Such valuations are to be expected on the part of any consumer for aplatform that affords convenience and saves time, which factor becomes even moreapparent when validated by peer experiences.Normative Social Influence: The aspect of the tendency of social norms, dictated byothers' actions, that compel consumer compliance. Lee et al. (2011) study how socialnorms affect online shopping decisions; such findings are similarly relevant for OFDservices, where the virtual space is dictated by what is "normal" through the behaviorof those around them and Influencers.Conceptualization:Social influence in the context of this literature review will be framed as the degree to whichindividual behavior of OFD is formed from the actions, recommendations, and behaviors oftheir social networks—peers, influencers, and social norms. This was supported by the theoryof planned behavior, which evidenced that subjective norms, or social pressure, are one of themaincontributorstobehavioralintentions.Social influence was chosen based on the growing relevance it holds within the digitaleconomy; recommendations from peers and influencers are disproportionately much morecentral in driving consumer choice. That is especially the case in the OFD sector, reliant onconvenience and perceived popularity as critical drivers of adoption.Context of Study:E-commerce Online Shopping:Social influence plays an important role in shapingconsumer decisions, even in e-commerce settings. Lee et al. (2011) proved that positiveinformational social influence enhances consumer confidence to engage in online shopping, aconcept that easily translates into OFD adoption.Technology Adoption:The study by Risselada et al. (2014) investigates the drive of socialinfluence on the adoption of new technologies, whereby consumers always seek and depend
on their social networks for validation prior to committing to new technological tools, eventhose OFD apps.Food delivery services:Food delivery-specific studies such as Gunden et al. (2020) andChen et al. (2020) indicate that social influences shape consumer attitudes and trust in, andbehavior toward OFD platforms. Social media reviews, influencer recommendations, andpeers' behaviors form the basis for most adoption decisions. The crisis contexts, such as thetime of the COVID-19 pandemic, when the customers were confined to online alternatives,have shown the role of social influence. According to Ali et al. (2021), social influence hasplayed a vital role in the mass adoption of OFD platforms in such a time when customersintend to reassure and guide themselves from their peer groups in times of uncertainty.Relationships in Which Social Influence Has Been Studied:Social influence plays an antecedent role in influencing the initial attitudes and decisions ofconsumer engagement with OFD platforms. For example, Rachbini et al. (2023) have foundthat the antecedent role of social influence is comparatively higher in digital persuasion toengage consumers with OFD services. Therefore, social influence can be a consequence ofconsumer behavior whereby satisfied users become advocates of the service, thus influencingothers to adopt the platform. As an increasing number of consumers report positiveexperiences with OFD services, they create a type of feedback loop whereby social influencecontinues to propagate.Link Between Relationships Studied and Hypotheses:In all these articles, the relationship studied shows that social influence is both a cause and aneffect of consumer behavior in the OFD sector. Whereas consumers get influenced by theirimmediate social networks, once they engage with the OFD services, they too becomeinfluencers within their social circle. This creates a sort of feedback-loop relationship whereinsocial influences not only drive OFD adoption but also reinforce continued use through socialvalidation.Hypotheses Proposed:H1: The consumer attitude toward online food delivery services will be positively influenced by social influence.H2: In online food delivery platforms, social influence mediates the relationship betweenconsumer attitude and behavioral intention.
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Zhu, Y., Tian, Y., Wang, T., & Regua, O. (2021). Consumer PurchasingBehavior on Food Delivery Platforms.Academic Journal of Business &Management. https://doi.org/10.25236/AJBM.2021.030806.Novita, D., & Husna, N. (2020). THE INFLUENCE FACTORS OFCONSUMER BEHAVIORAL INTENTION TOWARDS ONLINE FOODDELIVERY SERVICES.TECHNOBIZ : International Journal ofBusiness. https://doi.org/10.33365/tb.v3i2.840.Gunden, N., Morosan, C., & DeFranco, A. (2020). Are online fooddelivery systems persuasive? The impact of pictures and calorieinformation on consumer behavior. . https://doi.org/10.1108/JHTI-07-2020-0127.Ali, M., Rahaman, M., Latif, W., Ahammad, I., & Karim, M. (2023).Determinants of consumer motivation to use online food delivery apps:An empirical investigation of Bangladesh.Innovative Marketing.https://doi.org/10.21511/im.19(2).2023.06.Saad, A. (2020). Factors affecting online food delivery service inBangladesh:anempiricalstudy.BritishFoodJournal.https://doi.org/10.1108/BFJ-05-2020-0449.Gunden, N., Morosan, C., & DeFranco, A. (2020). Consumers’intentions to use online food delivery systems in theUSA.International Journal of Contemporary Hospitality Management.https://doi.org/10.1108/ijchm-06-2019-0595.Li, C., Mirosa, M., & Bremer, P. (2020). Review of Online Food DeliveryPlatforms and their Impacts on Sustainability.Sustainability.https://doi.org/10.3390/su12145528.Sridhar, S., & Srinivasan, R. (2012). Social Influence Effects in Online Product Ratings.Journal of Marketing, 76(5), 70–88. http://www.jstor.org/stable/41714510Risselada, H., Verhoef, P. C., & Bijmolt, T. H. A. (2014). Dynamic Effects of SocialInfluence and Direct Marketing on the Adoption of High-Technology Products. Journal ofMarketing, 78(2), 52–68. https://www.jstor.org/stable/26654760
Gunden, N., Morosan, C., & DeFranco, A. L. (2020). Consumers’ persuasion in onlinefood delivery systems. In Journal of Hospitality and Tourism Technology (Vol. 11, Issue3, pp. 495–509). Emerald. https://doi.org/10.1108/jhtt-10-2019-0126