AN EMPIRICAL STUDY TO MEASURE THE IMPACT OF ADVERTISEMENT VALUE AND PURCHASE INTENTION USING FOOD DELIVERY APPLICATIONS AMONG SMARTPHONE USERS IN KARACHI

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.