Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation |
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| Institution: | 1. Big Data Research Center, School of Business at Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul, 02447, South Korea;2. Graduate School of Business, Seoul National University, 1 Gwanak-Ro, Seoul, 08826, South Korea;1. Department of Business Administration, National Central University, Taoyuan City 32001, Taiwan;2. Academy of Financial Research, Wenzhou University, Wenzhou City 325035, China;1. William F. Harrah College of Hospitality Management, University of Nevada Las Vegas, 4505S. Maryland Parkway, Suite 351, Las Vegas, NV 89154, United States;2. William F. Harrah College of Hospitality Management, University of Nevada Las Vegas, 4505S. Maryland Parkway, Suite 370, Las Vegas, NV 89154, United States;3. Department of Accounting and Finance, Faculty of Business and Communication Studies, Mount Royal University, 4825 Mount Royal Gate SW, Calgary, Alberta T3E 6K6, Canada;4. William F. Harrah College of Hospitality Management, University of Nevada Las Vegas, 4505S. Maryland Parkway, Las Vegas, NV 89154, United States;1. School of Economics and Management, University of Chinese Academy of Sciences, 80 Zhongguancun East Road, Beijing 100190, China;2. Department of Industrial Systems Engineering and Management, National University of Singapore, 21 Lower Kent Ridge Road, Singapore 117576, Singapore;3. School of International and Public Affairs, Shanghai Jiao Tong University, 1954 Huashan Road, Shanghai 200030, China;4. Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, 11 Yuk Choi Road, Hong Kong, China;5. Key Laboratory of Big Data Mining and Knowledge Management, Chinese Academy of Sciences, 80 Zhongguancun East Road, Beijing 100190, China;1. The College of Hospitality and Tourism Management, Sejong University, South Korea;2. The School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong;3. The Department of International Tourism, The College of Business Administration, Dong-A University, South Korea;1. Institute for Information Industry (III), 8F., No.133, Sec. 4, Minsheng E. Rd., Songshan District, Taipei 105, Taiwan (R.O.C.);2. Department of Information Management of National Taiwan University, No. 1, Sec. 4, Roosevelt Rd., Taipei 10617, Taiwan (R.O.C.) |
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| Abstract: | Most studies on O2O services have focused solely on the technological merits of mobile applications, overlooking the role of the value systems that underlie people’s lifestyles.In contrast, this research sheds light on how people’s value systems influence their decision to adopt food delivery applications. Particularly, it proposes that people’s moral obligation in meal preparation can change the mode of thinking that guides their adoption decision. Namely, moral obligation is assumed to restrict people from acting on their basic convenience orientation in meal preparation. Empirical results have supported this assumption by showing that people with a high moral obligation (or married people) are more reluctant to convert their basic convenience-seeking tendencies into actual adoption intention than those with a low moral obligation (or single people). The important theoretical and managerial implications of these results are also discussed. |
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| Keywords: | Compatibility Convenience orientation Food delivery applications Moral obligation Online food delivery O2O services |
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