Are Consumers Driven by Impulse or Habit? Unveiling Patterns on Food Delivery Apps

Abstract

This study investigates the drivers behind consumers' purchasing decisions on food delivery apps, specifically studying whether impulse or habit predominantly influences these behaviours. By adopting a multifaceted methodology incorporating the Stimulus-OrganismResponse (S-O-R) Model and the Technology Acceptance Model (TAM), a survey-based approach was used to analyse data from 399 users with SmartPLS software. This study aimed to uncover the relationship between the design elements of the app's interface and promotional strategies on impulsive and habitual purchasing patterns. The results reveal that while promotional strategies trigger impulse purchases, factors such as ease of use, visual appeal, and navigation are more significantly associated with promoting habitual purchasing behaviour. This research not only contributes to the theoretical understanding of digital consumer trends, but also provides useful information for optimising app design and marketing strategies to increase user engagement and sales.