FDA Research Paper

The results of the study indicate that usefulness, enjoyment, online tracking, listing and online rating positively influences the perceived value i.e., benefits of using FDAs positively influences the perceived value hence H1, H2, H3, H4 and H5 are supported. Apart from the proven relationships of enjoyment and usefulness in the original VAM, the study offers some interesting outcomes by highlighting the positive effect of online tracking, listing and online rating on perceived value. The literature has already argued that the growing popularity and increased usage of food delivery apps can be attributed to a variety of reasons including the option of real-time tracking of delivery (Singh, 2019; Vinaik et al., 2019). Furthermore, it has also been identified that the customer experience with FDAs is largely influenced by online reviews, ratings and online tracking, which further contributes towards customer satisfaction (Alalwan, 2019). In context of entrepreneurs, Koiri et al. (2019) also established that a positive consumer perception towards FDAs can be created by ensuring ease of use and the option to track the order. Moreover, since enhanced customer experience in the presence of online tracking option, enhances their satisfaction level, and the relationship between perceived value and customer satisfaction have long been studied (El-Adly, 2019), therefore it would not be incorrect to posit that online tracking as a benefit will influence perceived value too. The finding of the study therefore goes consistent with the literature by arguing that the feature of online tracking is an added benefit that will not only enhance their experience with the FDA but will also influence the way customer perceives the value attached with an FDA.

本研究结果表明，实用性、愉悦感、在线追踪功能、商品列表与在线评分均对感知价值产生正向影响，即使用食品配送应用（Food Delivery Apps，FDAs）所带来的收益正向影响感知价值，因此H1、H2、H3、H4及H5均得到支持。相较于原始VAM中已验证的愉悦感与实用性之间的关联，本研究通过揭示在线追踪功能、商品列表及在线评分对感知价值的正向影响，得出了若干颇具价值的研究结论。已有研究指出，食品配送应用的普及率不断提升、使用频次持续增加，可归因于多种因素，其中包括实时追踪配送状态的功能（Singh, 2019; Vinaik et al., 2019）。此外，已有研究证实，用户使用食品配送应用的体验在很大程度上受在线评论、评分及在线追踪功能的影响，而这进一步提升了顾客满意度（Alalwan, 2019）。就创业者视角而言，Koiri等人（2019）同样证实，通过保障易用性并提供订单追踪功能，可塑造消费者对食品配送应用的积极认知。此外，由于配备在线追踪功能可优化用户体验、提升顾客满意度，且感知价值与顾客满意度之间的关联早已得到广泛研究（El-Adly, 2019），因此可以合理推断，作为一项增值服务的在线追踪功能，同样会对感知价值产生影响。综上，本研究结论与现有文献相符，即在线追踪功能作为一项增值服务，不仅能够优化用户使用食品配送应用的体验，同时还会影响用户对该应用附加价值的感知。