Investigating the opportunities and challenges influencing consumer purchase behaviors and media influence in online food ordering: a thematic analysis

Purpose This study has two main objectives. First, it aims to identify the opportunities and challenges influencing consumer purchase behaviors when ordering food through food aggregator platforms. Second, it seeks to determine consumer preferences for paid, owned and earned media (POEM) channels in the context of food aggregators. Design/methodology/approach Data were collected through semi-structured interviews with consumers who ordered food via aggregator platforms. Qualitative data analysis was conducted using NVivo 14. Findings The study identifies eight key themes representing the opportunities and challenges faced by food aggregators: (1) Streamlining and transparency in charges, (2) Enhancing speed, quality and reliability of delivery services, (3) Strategizing discounts and promotions to maximize customer engagement, (4) Ensuring food quality, packaging and accuracy in delivery, (5) Diversifying payment portfolios to cater to different customers, (6) Streamlining the ordering process and timely addressing of issues, (7) Normalizing pricing issues and (8) Ensuring the safety of delivery agents. The results indicate consumer preferences for POEM channels, showing a preference for earned media first, followed by owned media, with paid forms of communication ranking last. Research limitations/implications The study enhances the understanding of consumer perceptions and the dynamics of media influence on purchasing decisions, contributing valuable insights to the existing body of knowledge. Practical implications The qualitative analysis highlights critical themes and areas that brands must address to maintain customer satisfaction. Identifying opportunities and challenges allows food aggregators to prioritize strategic initiatives effectively. Additionally, understanding customer preferences for POEM channels enables marketers to tailor their communication strategies to better align with consumer expectations. Social implications The study highlights that while food aggregators provide convenience and flexibility for consumers, major concerns such as the quality and packaging of delivered food as well as the safety of delivery partners, also influence customer decisions when ordering through aggregators. Originality/value This research is novel in its approach, providing an in-depth qualitative analysis that captures the nuanced perspectives of consumers using food aggregators. By analyzing customer interactions and feedback, the study aims to offer actionable insights for enhancing service quality and meeting consumer expectations.