Feeling hungry? let's order through mobile! examining the fast food mobile commerce in China |
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Institution: | 1. Big Data Research Center, School of Business at Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul, 02447, South Korea;2. Graduate School of Business, Seoul National University, 1 Gwanak-Ro, Seoul, 08826, South Korea;1. College of Business and Economics, Shenyang Aerospace University, Shenyang, 110136, China;2. Department of Hospitality, Tourism and Event Management, San Jóse State University, San Jóse, CA, 95192, USA;1. Indian Institute of Management Rohtak, Haryana, India;2. O.P. Jindal Global University, Sonipat, Haryana, India |
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Abstract: | This study proposes a unique framework that aids to enrich online shopping experience (psychological and monetary gains) and accelerates fast food mobile commerce (m-commerce). The extended technology acceptance model (TAM) is applied while the stimulus–organism–response (S–O–R) paradigm served as the predominant framework combined with the acquisition-transaction utility theory. This study investigates the mobile website quality, website brand equity (stimulus) influence on (PEOU) and (PU) (organism) to predict Chinese consumer intention to use fast food mobile commerce (response). A total of 936 respondents were participated while data were collected using a convenience sampling technique in China. Results reveal that all dimensions of mobile WQ (i.e., service quality, system quality, and information quality) and Website BE (i.e., brand image, perceived quality, brand association, and brand loyalty) (stimulus) significantly substantially influence PEOU and PU (organism) toward the acceptance of online fast food shopping (response). Digital Coupon Proneness (an accelerator) substantially moderates the relationship between PEOU, PU, and intention to use fast food m-commerce. Based on the assumptions of acquisition-transaction utility theory, category-specific (fast food) digital coupon proneness increase m-commerce for online fast food buying– a novel contribution of the study. Furthermore, research provides unique managerial insights for the industry to utilize the maximum potential of m-commerce in the fast-food industry. |
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Keywords: | Website brand equity Digital coupon proneness M-commerce Website quality Chinese consumer Technology Acceptance Model S-O-R Theory |
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