Zhang, Zhen (2020) Exploring the Impact of Visual Information on Ethnic Restaurants Purchase Intention in Food Ordering Apps and the Moderating Role of Reputation, Cosmopolitanism and Cultural Values. Masters thesis, Concordia University.
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Abstract
Food ordering apps (FDAs) have gained popularity in recent years due to the rapid development of the internet and mobile technology. Especially during the COVID-19 pandemic, more customers choose to order deliveries from restaurants using FDAs. This study examined how visual information, specifically, the pictures of the dish that appeared on the ethnic restaurant menu in FDAs impact consumer purchase intentions through trust and attitudes. The moderating effect of cosmopolitanism and cultural values were also explored. The studies were conducted cross-culturally in both North America and China to test consumers’ purchase intention towards a Japanese restaurant in an FDA. Results revealed that consumers’ purchase intention towards ethnic restaurants was positively affected by visual information presented in FDA menu through the serial mediation of online trust and attitudes. Cosmopolitanism was found to significantly moderate the positive relationship between visual information and online trust. Uncertainty avoidance, one of the six dimensions of cultural values, was also found to moderate the positive relationship between online trust and attitudes. Furthermore, the theoretical and managerial implications of the findings are discussed.
| Divisions: | Concordia University > John Molson School of Business > Marketing |
|---|---|
| Item Type: | Thesis (Masters) |
| Authors: | Zhang, Zhen |
| Institution: | Concordia University |
| Degree Name: | M. Sc. |
| Program: | Marketing |
| Date: | 21 December 2020 |
| Thesis Supervisor(s): | Laroche, Michel |
| Keywords: | Visual information; Ethnic restaurants; Food ordering apps (FDAs); Online trust; Cosmopolitanism; Cultural values; Attitudes; Purchase intentions. |
| ID Code: | 987773 |
| Deposited By: | Zhen Zhang |
| Deposited On: | 29 Jun 2021 20:44 |
| Last Modified: | 30 Dec 2022 01:00 |
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