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Knowing More About People Ordering Food Online: Based on Eleme Platform

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Knowing More About People Ordering Food Online: Based on Eleme Platform Knowing more about people ordering food online: based on Eleme Platform MASTER THESIS WITHIN: Business Administration NUMBER OF CREDITS: 15 PROGRAMME OF STUDY: International Marketing AUTHOR: Fenghu Chen; Jiawei Wu JÖNKÖPING December, 2017 MasterThesis in Business Administration Title: Knowing more about people ordering food online Authors: Fenghu Chen, Jiawei Wu Tutor: Adele Berndt Date: 2017-12-07 Key terms: Provide 4-6 key words that are an integral part of your study Ordering food online; decision-making; heuristics; AISAS model Abstract – Option 1 Background: Increasing populations choosing ordering food online instead of cooking food by themselves Purpose: Explore more knowledge about people online food ordering Method: Semi-structures interviews Conclusion: The outcome of this research shows that how consumers choose food online or restaruants for ordering food online are influenced by some elements like sales and popularity. Moreover, consumer prefer conduct anchoring rather than compromise when ordering food online based on heuristics. i Table of Contents 1. Introduction ......................................................................... 1 1.1 The problem ........................................................................................... 4 1.2 The purpose ........................................................................................... 4 1.3 Contribution............................................................................................ 4 1.4 Key Terms.............................................................................................. 5 2. Literature Review ................................................................. 6 2.1 Consumer Decision-making ................................................................... 6 2.1.1 Traditional Decision-making model ........................................................ 6 2.1.1.1 Problem Definition .................................................................................. 7 2.1.1.2 Search and Collect Relevant Information ............................................... 8 2.1.1.3 Generate and Evaluate Feasible Options .............................................. 8 2.1.1.4 Make the Decision ................................................................................. 9 2.1.1.5 Implement and Evaluate Decision ........................................................ 10 2.1.2 Heuristics ............................................................................................. 10 2.1.2.1 Heuristics Rules ................................................................................... 11 2.1.2.2 Advantages of Heuristics ..................................................................... 11 2.1.2.3 Heuristic Strategies .............................................................................. 12 2.1.2.4 Product Signal and Market Briefs in Heuristics .................................... 13 2.2 AIDMA and AISAS Model .................................................................... 13 2.2.1 AIDMA Model ....................................................................................... 13 2.2.2 AISAS Model........................................................................................ 14 2.2.3 Comparison between AIDMA and AISAS Model .................................. 18 2.3 Food and Online Restaurants .............................................................. 18 2.3.1 Online Shopping .................................................................................. 19 2.3.1.1 Product Perception .............................................................................. 19 2.3.1.2 Shopping Experience ........................................................................... 19 2.3.1.3 Customer Service ................................................................................ 20 2.3.2 Website Design .................................................................................... 20 2.3.2.1 Visual Design ....................................................................................... 21 2.3.2.2 Navigation Design ................................................................................ 22 2.3.2.3 Information design ............................................................................... 23 3. Methodology ...................................................................... 24 3.1 Introduction .......................................................................................... 24 3.2 Research Philosophy and Approach .................................................... 25 3.3 Methodological Choice ......................................................................... 25 3.4 Sampling Procedure ............................................................................ 26 3.5 Data Collection and Analysis ............................................................... 26 3.6 Trustworthyness of qualitative data ...................................................... 27 3.7 Conclusion ........................................................................................... 27 4. Empirical Findings ............................................................ 29 4.1 General Findings .................................................................................. 29 4.2 The finds about share comments ......................................................... 47 5. Analysis and Interpretation .............................................. 50 5.1 Consumer Decision-making process ................................................... 51 5.2 Contribution of heuristics to customer behaviour ................................. 53 ii 6. Conclusion and Recommendation ................................... 55 6.1 Conclusion ........................................................................................... 55 6.2 Recommendations ............................................................................... 56 6.2.1 Implications .......................................................................................... 56 6.3 Limitation of the Research ................................................................... 57 6.4 Suggestions for Future Study .............................................................. 57 7. Reference list ..................................................................... 59 iii Figures Figure 1.1 The page of Eleme platform website ................................................................... 3 Figure 1.2 The processes of food ordering platform operation ......................................... 3 Figure 2.1 The stages of decision-making .............................................................................. 7 Figure 2.2 The steps and stages of AIDMA Model ............................................................ 14 Figure 2.3 The steps of AISAS models ................................................................................ 15 Figure 2.4 Three website design characteriscs ..................................................................... 21 Figure 2.5 The navigation of website .................................................................................... 23 Figure 3.1 Research Onion ..................................................................................................... 24 Tables Table 2.1 Comparison between AIDMA Model and AISAS Model .............................. 18 Table 4.1 The information about participants using online ordering ............................. 28 Table 4.2 Frequency of ordering online by respondents .................................................. 29 Appendices Appendix 1 Semi-structure interview guideline ................................................................... 69 Appendix 2 Transcript of interviews ..................................................................................... 71 iv 1. Introduction _____________________________________________________________________________________ The purpose of this part is to introduce the reader to what will be covered in the chapter. This is presented at the start of each chapter and is adapted to reflect the content of the chapter. ______________________________________________________________________ As the economy develops, people who work in developed cities feel pressed because they are facing difficulties in China. These pressures include lack of time, low income and spending too much time on commuting, etc (Scudder, 2010). In order to overcome these living pressures, people try to get a more convenient lifestyle for saving time to do something else, such as studying or enjoying entertainment. For example, due to the high living cost and low income, they must make efforts to save time to improve themselves or pay more efforts on work to earn more money, which means that they need more time to deal with study and working (Scudder, 2010). Moreover, during the past decade, the development of Internet technologies has provided more possibilities to get to other alternatives, which enabled people to access to more conveniences (Izquierdo-Yusta & Schultz. 2011). shopping online become a trend not only in China (Wen, et al. 2013) but also around the world (Lian & Lin, 2008) because it is unnecessary for people to go to a retail store. For example, purchasing clothing on a website, reduce the time for transportation to the retail store would be saved if people know which size of clothing would suit them (Schnedlitz, et al. 2010). For the same reason, people would be more likely to choose an easier way to fulfill
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