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Exploring the Relationship between Values of Food Delivery App and Attitude toward Food Delivery App: Gender Differences

Ling Xiang, Dr. Yang

Abstract


This research explored the relationships between values of food delivery APP and attitude toward food delivery APP using gender as a moderator. We applied questionnaire survey to gather data from 426 undergraduate students in Guangzhou of China. The result indicated that utilitarian values (i.e. convenience, availability of information and lack of sociality) and hedonic values (i.e. adventure and sociality) positively impact attitude toward food delivery APP. Gender has a main effect on each value. In addition, gender has a moderating effect on each path from five values to attitude toward food delivery APP. A moderating test reveals that the influences of convenience and lack of sociality on attitude toward food delivery APP are stronger for men than for women, whereas the influences of adventure, availability of information and sociality on attitude toward food delivery APP are stronger for women than for men.

Keywords


Gender differences; Values of food delivery APP; Utilitarian values; Hedonic values; Attitude toward food delivery APP

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References


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DOI: http://dx.doi.org/10.18686/ahe.v6i12.5033

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