葉 銘祺

Purpose This study investigates how the use of online food delivery (OFD) services can motivate consumers to switch between food providers through its impact on switching costs, variety-seeking tendencies and exposure to competitors' marketing activities. Design/methodology/approach We develop a structural equation model in which the usage frequency of OFD services is postulated to weaken procedural and relational switching costs and increase variety-seeking tendency and marketing exposure. The model is calibrated using online survey data collected in China and Japan (n = 602). Findings The results suggest that the frequent use of OFD services weakens procedural and relational switching costs and increases customer exposure to competing firms' marketing activities. Surprisingly, OFD reduces some customers' variety-seeking tendencies. Originality/value While many studies have delineated the benefits that food retailers obtain by adopting OFD services, little attention has been paid to how these services can be detrimental to adopting firms. This study provides evidence of how OFD services reduce switching costs and make customers more vulnerable to competitors’ marketing.

This study focuses on media multitasking (MM) tendency while accounting for the heterogeneity of the store visits and purchase behaviors of media multitaskers. We employed a latent class model to identify several consumer segments and investigate the effect of behavioral traits on segment membership. Based on the results, we identified three segments and labeled them Apathetic, E-shopper, and E-buyer segments. Apathetic consumers show no interest in MM, store visits, and online purchases. The E-shopper segment records the highest MM, store visit probability, and low transaction rate, while the E-buyers exhibit the opposite behavior pattern. Furthermore, the results revealed that people who frequently use the Internet or television and watch more news programs are more likely to belong to the “E-shopper” segment. We also observed that people in the “E-buyer” segment are less probable to zap and watch variety shows more frequently. These findings are helpful for marketers to understand their customers better and devise more efficient marketing strategies.