DOES THE ADVERTISEMENT AND SALES PROMOTION HAVE IMPACT ON BEHAVIORAL INTENTIONS OF ONLINE FOOD DELIVERY APPLICATION USERS?

Abstract

Purpose- Researcher’s significant focus is on measuring the impact of advertisement and sales promotion on behavioral intention to purchase from OFDA with respect to major cities of Gujarat along with the study of various mediating factors and their direct and indirect impact on behavioral intention of OFDA users.

Design/methodology/approach- An instrument has been designed under the guidance of three eminent researchers. Appropriate seven point scale has been applied on 448 valid responses from data collection.

Regression, Path analysis and Cross-sectional data analysis have been done by smart PLS-3.

Findings- In the process of developing model, convergent and discriminant validity has been established. Here researcher has found significant direct impact of factors such as advertisement and perceived usefulness on behavioral intention of OFDA. Sales promotions, reinforcement, coupons and perceived benefits are having significant mediating effect in increasing behavioral intention of OFDA.

Theoretical and Practical implications- This is a unique attempt of researchers for developing model that is useful for all food delivery giants and strategy formulators to frame the strategies to enhance the effectiveness of promotions, secondly it can aid in strategizing media planning and selection of media tools effectively.

Originality/value- This study investigates a distinctive perspective by considering various direct and mediating factors together and the evaluation criterion include existing literature review and primary data collection method.

Paper Type- Research paper