Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 pandemic.This Pandemic has forced many governments across the world to give momentum ...Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 pandemic.This Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the customers.The Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience(BEX)dimension that helps in enhancing the brand equity(BE)of OFDPs.BEXs are critical for building brand loyalty(BL)and making companies profitable.Customers can experience different kinds of brand experiences through feeling,emotions,affection,behavior,and intellect.The present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context.A survey of 457 Indian customers was carried out.A questionnaire was used for data collection and a mediation study was used to test hypothesized relationships.Our computational analysis reveals that BEX influences the BL and BE of OFDPs.The study further indicates that BL mediates the relationship between BEX and BE of OFDPs.The effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their product.It therefore provides a more thorough analysis of BEX constructs and their consequences than previous research.Some of the managerial implication,limitations,and scope of future research are also presented in the study.展开更多
Meituan Waimai,which was officially launched in November 2013,has created a huge market for food delivery in China.After years of development,China’s online food delivery market reached RMB 664.62 billion in 2020.In ...Meituan Waimai,which was officially launched in November 2013,has created a huge market for food delivery in China.After years of development,China’s online food delivery market reached RMB 664.62 billion in 2020.In 2022,Meituan Waimai and Ele.me,two food delivery platforms,have created a duopoly in China’s food delivery industry.Due to the success of the food delivery industry,a significant amount of food delivery packaging waste has caused far-reaching harm.This literature review primarily organizes the research on the impact of online food delivery packaging from the perspective of environmental protection.It uses the criterion layer index of online food delivery waste management ecosystem to analyze the impact of the government,environmental non-governmental organizations(NGOs),garbage recycling processors,consumers,online food delivery platforms,takeaway merchants,and takeaway packaging manufacturers.The review shows that scholars generally believe that takeaway waste management is a complex process involving multiple factors.The implementation of policies at the government level is inadequate,and studies at the environmental NGO level are scant.At the consumer level,more environmental awareness education is required.Online food delivery platforms and takeaway merchants should assume greater corporate social responsibility,and manufacturers of takeaway packaging need prioritize the substitution of environmentally friendly materials.There is a consensus that paper-made and recyclable packaging boxes are more environmentally friendly than degradable packaging,which is not as environmentally friendly as is commonly believed.The academia and the industry have conducted various studies and pilot projects on recyclable packaging.If all levels cooperate well,this will be an effective way to manage takeaway packaging garbage.At last,we propose the following assumptions for future research:Besides environmental hazards,takeaway garbage has caused direct or indirect physical harm to humans and animals.Increasing consumer awareness may increase their propensity to participate in governance.Additionally,existing food delivery platforms may need to improve their corporate social responsibility awareness to provide environmentally conscious consumers with sufficient and effective plastic reduction guidance measures during the ordering process.Moreover,will biodegradable plastic products face the same ironic situation as biofuels?That is,the initial intention of technology development is to improve the environment,but the actual process of production or processing may controversially aggravate the environment.展开更多
Rapid development of online economy has great impact on the everyday life.However,whether real space still matter on the location choice of these new economies remains as a controversial question.This research starts ...Rapid development of online economy has great impact on the everyday life.However,whether real space still matter on the location choice of these new economies remains as a controversial question.This research starts with spatial analysis on shared kitchen as an emerging new type of online catering space in Beijing across three scales:city,street,architecture.Using social media data and cellular signal data,different density factors are tested at city scale to explain the performance of these economies.Using space syntax model,the spatial accessibility of takeaway only,dine-in with takeaway service and conventional restaurants are compared in central and suburban areas.It is found that their different spatial logic:at city scale,takeaway only restaurants gathered in the high-density area,and diffused to the area with poor accessibility.At street and architectural scale,online catering in general shows higher dependence on accessibility,but there is a clear difference between central and suburban cases of takeaway only restaurants:in central areas,online catering could bear more disadvantageous positions like backstreet or under the ground of buildings than it in suburban case.展开更多
文摘Online Food Delivery Platforms(OFDPs)has witnessed phenomenal growth in the past few years,especially this year due to the COVID-19 pandemic.This Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the customers.The Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience(BEX)dimension that helps in enhancing the brand equity(BE)of OFDPs.BEXs are critical for building brand loyalty(BL)and making companies profitable.Customers can experience different kinds of brand experiences through feeling,emotions,affection,behavior,and intellect.The present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context.A survey of 457 Indian customers was carried out.A questionnaire was used for data collection and a mediation study was used to test hypothesized relationships.Our computational analysis reveals that BEX influences the BL and BE of OFDPs.The study further indicates that BL mediates the relationship between BEX and BE of OFDPs.The effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their product.It therefore provides a more thorough analysis of BEX constructs and their consequences than previous research.Some of the managerial implication,limitations,and scope of future research are also presented in the study.
文摘Meituan Waimai,which was officially launched in November 2013,has created a huge market for food delivery in China.After years of development,China’s online food delivery market reached RMB 664.62 billion in 2020.In 2022,Meituan Waimai and Ele.me,two food delivery platforms,have created a duopoly in China’s food delivery industry.Due to the success of the food delivery industry,a significant amount of food delivery packaging waste has caused far-reaching harm.This literature review primarily organizes the research on the impact of online food delivery packaging from the perspective of environmental protection.It uses the criterion layer index of online food delivery waste management ecosystem to analyze the impact of the government,environmental non-governmental organizations(NGOs),garbage recycling processors,consumers,online food delivery platforms,takeaway merchants,and takeaway packaging manufacturers.The review shows that scholars generally believe that takeaway waste management is a complex process involving multiple factors.The implementation of policies at the government level is inadequate,and studies at the environmental NGO level are scant.At the consumer level,more environmental awareness education is required.Online food delivery platforms and takeaway merchants should assume greater corporate social responsibility,and manufacturers of takeaway packaging need prioritize the substitution of environmentally friendly materials.There is a consensus that paper-made and recyclable packaging boxes are more environmentally friendly than degradable packaging,which is not as environmentally friendly as is commonly believed.The academia and the industry have conducted various studies and pilot projects on recyclable packaging.If all levels cooperate well,this will be an effective way to manage takeaway packaging garbage.At last,we propose the following assumptions for future research:Besides environmental hazards,takeaway garbage has caused direct or indirect physical harm to humans and animals.Increasing consumer awareness may increase their propensity to participate in governance.Additionally,existing food delivery platforms may need to improve their corporate social responsibility awareness to provide environmentally conscious consumers with sufficient and effective plastic reduction guidance measures during the ordering process.Moreover,will biodegradable plastic products face the same ironic situation as biofuels?That is,the initial intention of technology development is to improve the environment,but the actual process of production or processing may controversially aggravate the environment.
文摘Rapid development of online economy has great impact on the everyday life.However,whether real space still matter on the location choice of these new economies remains as a controversial question.This research starts with spatial analysis on shared kitchen as an emerging new type of online catering space in Beijing across three scales:city,street,architecture.Using social media data and cellular signal data,different density factors are tested at city scale to explain the performance of these economies.Using space syntax model,the spatial accessibility of takeaway only,dine-in with takeaway service and conventional restaurants are compared in central and suburban areas.It is found that their different spatial logic:at city scale,takeaway only restaurants gathered in the high-density area,and diffused to the area with poor accessibility.At street and architectural scale,online catering in general shows higher dependence on accessibility,but there is a clear difference between central and suburban cases of takeaway only restaurants:in central areas,online catering could bear more disadvantageous positions like backstreet or under the ground of buildings than it in suburban case.
