A case on food delivery transformation in Lisbon and Berlin : the effect of digital adoption on consumer online purchasing behavior

• Autor(a) principal: Dolibog, Alina Emilie
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Texto Completo: http://hdl.handle.net/10400.14/31298
• topic: Digital transformation of industries; Online food delivery; Personal digital maturity; Third-party online ordering; Maturity; Enjoyment; Online shopping; Spending; Individualism; COVID-19; Transformação digital; Serviços de entrega de comida na internet; Maturidade digital pessoal; Encomenda em plataformas na internet; Fruição; Compras na internet; Individualismo

With the increase of convenience service offers responding to shifting consumer demands, online food delivery has gained relevance in recent years, and just now receives accelerated importance due to the COVID-19 pandemic. This work illustrates technological and cultural differences regarding food between the capitals of Portugal and Germany. Restaurants in Lisbon and Berlin need to realize the existential meaning of (digital) changes in consumer behavior concerning new generations of customers who grow up as digital natives, especially in the current crisis. Third-party online ordering platforms might take advantage of consumers’ faster food and digital adoption in the long run. Convenience was found to be a critical driver of shifts in consumers’ online food ordering behavior. This research examines effects for Portuguese and German digital natives in Lisbon and Berlin. Therein, it studies the direct impact of personal digital maturity on third-party online ordering maturity, third-party online ordering overall enjoyment, online shopping maturity, and online shopping spending. Further, the moderating effect of Hofstede’s individualism dimension, as well as the mediating effect of online shopping enjoyment, are explored. Results indicate that digital maturity has an impact on all variables except online shopping spending. Therein, highly digitally mature respondents show higher frequencies of third-party online ordering and online shopping, as well as higher enjoyment of third-party online ordering. Individualism significantly moderates the effect for online shopping spending. It is found that highly digitally mature Germans spend more money than Portuguese. Online shopping enjoyment mediates the impact for all dependent variables.