Back Issues 11-20

A STUDY ON CONSUMERS' PERCEPTION OF FOOD DELIVERY PLATFORMS

Hsu-Kuan Liu

Associate Professor, Department of Hospitality Management, I-Shou University, 

Taiwan

Hsin-Wei Fu

Associate Professor, Department of Tourism, I-Shou University, Taiwan

Email: hfu@ isu. edu. tw

Abstract

With the rapid advancement of the digital era, people's lifestyles and consumption patterns have undergone significant changes. Instead of making phone calls for food delivery, consumers now have the convenience of using mobile devices like smartphones or tablets to access online food delivery platforms. Through these platforms, customers can effortlessly select their preferred dishes and restaurants, facilitating quick and seamless food delivery transactions. Examining consumers' perceptions and viewpoints concerning the user interface and functionalities of food delivery platforms on mobile devices holds significant importance for e-commerce operators in the present scenario.

The questionnaires in this study were devised to gain insights into consumers' perspectives on the user experience and functionalities while using food delivery platforms. The research findings revealed that the respondents considered "providing diverse payment methods" and "offering promotions" as the two most essential features of a food delivery platform. Moreover, consumers highly value the platform's ability to provide a flexible refund mechanism.

Keyword: consumers’ perception, food delivery platforms, smart mobile devices