Consumer multihoming predisposition on food platforms: Does gender matter? |
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| Institution: | 1. Indian Institute of Management, Lucknow, Uttar Pradesh, 226013, India;2. Xavier Institute of Management, (Xavier University), Bhubaneswar, India;1. School of Economics and Management, Anhui Polytechnic University, 241000, Wuhu, China;2. School of Management, Zhejiang University, 310058, Hangzhou, China;3. School of Business, State University of New York at New Paltz, 12561, New Paltz, USA;1. School of Management, Xi’an University of Architecture and Technology, Xi’an, 710055, China;2. School of Management, Xi’an Jiaotong University, Xi’an, 710049, China;3. School of Economics, Hebei University, Baoding, 071002, China;1. UNISINOS Business School, Universidade do Vale do Rio dos Sinos, Campus de Porto Alegre, 93022-750, Porto Alegre, Brazil;2. NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312, Lisboa, Portugal;1. Antai College of Economics and Management, Shanghai Jiao Tong University, China;2. School of Business Administration, Southwestern, University of Finance and Economics, China;1. Business School, Renmin University of China, Haidian District, No.59. Zhongguancun Road, Beijing City, 100872, China;2. Management and Economics, Dalian University of Technology, No.2 Linggong Road, Ganjingzi District, Dalian City, Liaoning Province, 116024, China;3. College of Management, University of Massachusetts Boston, 100 Morrissey Boulevard, Boston, MA, 02125, United States |
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| Abstract: | Although food platforms are witnessing greater competition and shrinking margins in emerging markets, consumer multihoming remains an underexplored phenomenon. Previous studies highlight the inverse relationship between consumers' commitment to service providers and their multihoming behaviour. Also, behavioural studies confirm the relationship between consumers' commitment and gender. In this vein, we ask a fundamental question: whether gender is associated with user multihoming predisposition? Based on the questionnaire survey of 493 food platform users and the Kruskal–Wallis H (K–W–H) analysis used, we establish a direct association between gender and multihoming. The probit analysis suggests higher multihoming promiscuousness among male consumers than among female consumers. Moreover, we conclude that the frequency of platform usage positively affects multihoming behaviour among female consumers, while education affects multihoming in males. The study thus builds upon existing food platform literature and provides an epistemological connection between gender and multihoming. Further, it outlines strategies that platform firms can use to restrain their clientele from multihoming. |
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| Keywords: | Consumer multihoming Food platforms Gender Social role theory Switching behaviour |
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