An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models |
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| Institution: | 1. Department of Hotel & Convention Management, Pai Chai University, Daejeon 302-735, Republic of Korea;2. School of Tourism Management, Sun Yat-sen University, Zhuhai 51900, Guangdong, China;3. Department of Hotel and Tourism Management, Far East University, 76-32, Daehak-gil, Gamgok-myeon, Eumseong-gun 369-700, Chungcheongbuk-do, Republic of Korea;1. Indian Institute of Management (IIM), Ahmedabad 380015, India;2. Department of Management, School of Business & Law, University of Agder, Kristiansand, Norway;3. The Norwegian School of Hotel Management, Faculty of Social Sciences, Stavanger, Norway;4. Optentia Research Focus Area, North-West University, Vanderbijlpark, South Africa;5. K J Somaiya Institute of Management, Somaiya Vidyavihar University, Mumbai, India;6. Department of Psychosocial Science, University of Bergen, Norway;1. Department of Food & Beverage Management, Taipei University of Marine Technology, No. 212, Section 9, Yen Ping N., Taipei 111, Taiwan, ROC;2. Department of Hospitality Management, Ming Chuan University, No. 5 De Ming Rd., Gui Shan District, Taoyuan 333, Taiwan, ROC;1. Indian Institute of Management Ranchi, Ranchi, Jharkhand, India;2. Department of Industrial Engineering and Management, Aalto University, Finland;3. Optentia Research Focus Area, North-West University, South Africa;1. International Center for Hospitality Research & Development Dedman College of Hospitality, Florida State University, 288 Champions Way, UCB 4117, P.O. Box 3062541, Tallahassee, FL 32306, USA;2. International Center for Hospitality Research & Development Dedman College of Hospitality, Florida State University, 288 Champions Way, UCB 4115, P.O. Box 3062541, Tallahassee, FL 32306, USA;3. School of Hospitality & Tourism Management, College of Commerce & Economics, Kyungsung University, 309 Suyeong-ro, Nam-gu, Busan 48434, Republic of Korea |
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| Abstract: | The study employed two theories, the technology acceptance model (TAM) and the Attention-Interest-Desire-Action (AIDA) model, to provide an understanding of the process of consumers accepting an on-demand food-delivery app, and to establish the effect of marketing communication on outcomes related to consumer behavior. A conceptual model and hypotheses were developed by combining the key constructs of the two models to predict behavioral intentions. Findings revealed the attention and interest in the AIDA model related strongly to the salient behavioral beliefs of TAM, perceived usefulness and perceived ease of use. Thus, it can be concluded that marketing communication acts as an external element in the process of accepting new innovations. Besides, it was confirmed that attitude towards the adoption of new technology acts as a mediator that promotes desire for the app. From the disciplines of information system and marketing communication, the study suggests an innovative approach to incorporating models. |
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| Keywords: | Technology acceptance model Attention-interest-desire-action model Food delivery apps |
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