Abstract:
The current study has effectively studied the factors that impact purchase intention using
food delivery apps. The factors included informativeness, entertainment, credibility,
irritation, personalization, incentives and advertising value. The study used quantitative
approach for collecting data and used correlational design for identifying the relationships.
A sample size of 203 respondents was collected from the target population using survey
method. The study adopted the convenience sampling as the sampling technique. The data was
analyzed using PLS-SEM analysis technique using SmartPLS software version 3.2.8.
The study concluded that advertising value had a positive and significant effect on the
purchase intention. Credibility had a positive and significant effect on the advertising
value. Similarly, entertainment had a positive and significant effect on the advertising
value. Incentives had a positive and significant effect on the advertising value. Moreover,
informativeness had a significant effect on the advertising value. Also personalization had
a positive and significant effect on the advertising value. However, the irritation had a
negative and significant effect on the advertising value. Advertising agencies should allow
to exchange advertisement content and comments with friends through their pre-existing social networks, thus executing an efficient viral promotional strategy to increase
the perceived advertising value and, in turn, increase the advertised product/brand's
purchase intention.
