e-WOM significantly drives consumer acceptance in food delivery services by shaping perception and trust.

Why It Matters

Understanding how online reviews and recommendations impact user decisions is crucial for designing effective digital platforms. This insight highlights the need for businesses to actively manage their online reputation and leverage user-generated content to build trust and encourage adoption.

Key Finding

Positive online reviews and recommendations (e-WOM) make consumers perceive food delivery services more favorably, leading to greater acceptance and a higher likelihood of using them.

Key Findings

• Consumer acceptance of food delivery services is positively influenced by consumer perception.
• Electronic word-of-mouth (e-WOM) significantly impacts consumer perception.
• Trust and perceived usefulness are key latent variables mediating the relationship between e-WOM and consumer acceptance.

Research Evidence

Aim: To investigate the influence of electronic word-of-mouth (e-WOM) on consumer acceptance of food delivery services, considering factors like trust, perceived usefulness, and psychological distance.

Method: Quantitative research using structural equation modelling (SEM) on survey data.

Procedure: An online survey was distributed to collect data on consumer perceptions, trust, purchase intentions, and exposure to e-WOM related to food delivery services. The collected data were then analyzed using SmartPLS to model the relationships between these variables.

Sample Size: 835 participants

Context: Food delivery services and the digital economy.

Design Principle

Leverage social proof and user-generated content to enhance perceived credibility and encourage user engagement.

How to Apply

Implement a system for collecting, moderating, and displaying customer reviews. Encourage satisfied customers to leave feedback and actively respond to both positive and negative comments.

Limitations

The study focuses specifically on food delivery services and may not generalize to all digital platforms. The influence of psychological distance was explored but its precise mediating role requires further investigation.

Student Guide (IB Design Technology)

Simple Explanation: What people say about a food delivery app online (reviews, ratings) really matters. If reviews are good, people are more likely to trust and use the app.

Why This Matters: This research shows how important online opinions are for getting people to use and trust a service, which is a key part of designing user-friendly digital experiences.

Critical Thinking: How might the design of the review interface itself (e.g., star ratings vs. detailed comments, anonymity) influence the impact of e-WOM on user perception?

IA-Ready Paragraph: Research indicates that electronic word-of-mouth (e-WOM) plays a significant role in shaping consumer perception and acceptance of digital services, such as food delivery platforms. Positive online reviews and recommendations directly influence user trust and purchase intentions, highlighting the critical need for designers to integrate strategies for managing and leveraging user-generated content within their design practice.

Project Tips

• Consider how user reviews and ratings influence the design and adoption of digital products.
• Explore the impact of online communities and social influence on user behaviour.

How to Use in IA

• Reference this study when discussing the importance of user feedback and online reputation in your design project's context.

Examiner Tips

• Demonstrate an understanding of how external user feedback shapes user perception and acceptance of designed solutions.

Independent Variable: Electronic Word-of-Mouth (e-WOM)

Dependent Variable: Consumer Acceptance (including purchase intentions)

Controlled Variables: Trust, Perceived Usefulness, Psychological Distance

Strengths

• Large sample size provides statistical power.
• Utilizes established SEM methodology for complex relationship analysis.

Critical Questions

• To what extent does the platform's design influence the type and impact of e-WOM?
• Are there cultural differences in how e-WOM affects consumer acceptance in food delivery services?

Extended Essay Application

• Investigate the impact of user-generated content on the adoption of a new educational app, analyzing how reviews influence student engagement and perceived value.

Source

Understanding the Dynamics of e-WOM in Food Delivery Services: A SmartPLS Analysis of Consumer Acceptance · Journal of theoretical and applied electronic commerce research · 2025 · 10.3390/jtaer20010018