Determinants of customers’ variety seeking intentions on mobile food ordering applications

Mobile Food Ordering Applications (MFOAs) have gained prominence in the hospitality sector, particularly post-COVID-19, reflecting customers’ preference for digital food ordering. Despite this, there remains ample opportunity for substantial research in this evolving domain. This study examines the impact of technological, psychological, and economic factors on customers’ variety seeking intentions, by utilising the Elaboration Likelihood Model (ELM). Drawing on a sample of 979 customers from India, results show that deal proneness, personalised product recommendations, online ratings, and delivery timeliness show mixed effects on variety seeking intentions. The results also show that perceived convenience acts as a mediator between central and peripheral route variables and variety seeking intentions. Notably, delivery fee and eco-friendly packaging concern negatively moderates the effect of perceived convenience on customers’ variety seeking intentions. Results provide fruitful implications for MFOAs and their affiliated restaurants for service enhancement and strategic growth.