Antecedents of eWOM communication among users of mobile food ordering applications

Abstract

With the rapid progress of digitalization and the increasing use of social media, understanding the mechanisms that drive electronic word of mouth (eWOM) is crucial for businesses wishing to form a positive image and formulate an effective development strategy. The study aims to identify the factors behind consumers' intention to generate and disseminate eWOM. The catering industry, as one of the most susceptible to the impact of eWOM, was chosen as the research area. Using the case of mobile food ordering applications (MFOAs) viewed as innovative channels to reach customers and provide quality service, the paper analyses the role of four factors - trust, eLoyalty, eSatisfaction and perceived value - in stimulating eWOM communication among MFOAs users. Marketing theory constitutes the methodological framework of the study. The research methods are structural equation modelling and confirmatory factor analysis. Empirical data were obtained from a survey conducted with 579 MFOA users between January and June 2023 in Turkey. The results indicate that trust, eLoyalty, and eSatisfaction variables have a significant and positive impact on eWOM. Additionally, it was found that perceived value does not have a significant impact on eWOM. It was concluded that MFOAs users must have trust, eLoyalty and eSatisfaction in order to create positive eWOM, which ultimately results in an increase in the apps popularity. Business managers in the restaurant industry can benefit from the findings to manage brand reputation effectively and understand competitive advantages and consumer behaviour.