Service Competitiveness, User Friendliness, and Promotions Affecting Consumers' Decisions to Use Online Food Delivery Services in Guangxi, China

Chunyuan Li; Lalita Puangmaha

doi:10.63944/jf.JFEMR.02

Service Competitiveness, User Friendliness, and Promotions Affecting Consumers' Decisions to Use Online Food Delivery Services in Guangxi, China

Chunyuan Li (Author)

M.B.A.Student, Dhonburi Rajabhat University, Thailand

Lalita Puangmaha (Primary Contact)

Faculty of Management Science, Dhonburi Rajabhat University, Thailand

DOI:https://doi.org/10.63944/jf.JFEMR.02

Keywords:

online food delivery, service competitiveness, user-friendliness, decision to use

Published

30-06-2026

Abstract: This study investigates the determinants of consumers' decisions to use online food delivery services in Guangxi, China. The research is guided by two primary objectives: (1) To study service competitiveness, user friendliness and promotions in relation to consumers' decisions to use online food delivery services in Guangxi, China. And (2) To analyze the effects of service competitiveness, user friendliness and promotions on consumers' decisions to use online food delivery services in Guangxi, China. A quantitative survey was conducted utilizing a structured questionnaire. Data were collected from 400 residents in Guangxi who had ordered food online within the past three months. The data were analyzed using descriptive statistics and multiple linear regression analysis to test the hypotheses.The findings yield the following key conclusions: First, all three factors that Service competitiveness, User friendliness, and promotions are significantly related to consumer decisions. Second, these factors have a substantial explanatory power of 59.7% ( R² = 0.597) on consumer behavior. Third, promotions have the strongest positive effect (β = 0.480), indicating that price sensitivity is the dominant driver in this market. Service competitiveness (β= 0.195) and User friendliness (β = 0.195) follow, demonstrating that operational efficiency and interface design are also critical for platform success in Guangxi.

References

[1] He, B. (2024). China's cyber legal system construction and the leapfrog development of the internet. China Cyberspace, (9), 44–47.
[2] CNNIC (2025). The 55th Statistical Report on China's Internet Development.
[3] Dai, Y. (2025). Innovation in marketing strategies of chain catering enterprises from a differentiation strategy perspective: A case study of McDonald's. Modern Business, 1, 7-10.
[4] Ai Media Research (2025). 2024-2025 China takeout industry downstream consumer market research report.
[5] Porter, M. E. (2002). Competitive strategy. Translated by C. X. Yue. Huaxia Publishing.
[6] Luo, S. (2008). The application of Porter's competitive strategy in the competition of service-oriented enterprises. Nanjing Social Sciences, (03), 35-39.
[7] Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. DOI: https://doi.org/10.2307/249008
[8] Lu, J. (2016). Research on the factors affecting the sales of food delivery platforms based on the TAM model. Shopping Mall Modernization, (14), 59-60.
[9] Fang, R. & Zhang, H. (2024). Research on the Construction and Combination Evaluation of Competitiveness Evaluation Index System for Instant. Delivery Platform Logistics Technology, (07), 52-57.
[10] Meng, Y. (2016). Research on the Core Competitiveness of Ele.me Enterprise. Today's Wealth, (17), 38-39.
[11] Liu, Y. (2015). Research on the Strategy of Enhancing the Core Competitiveness of Ele.me. Harbin University of Science and Technology.
[12] Tang, M. & Chen, J. (2024). Research on Service Design of Waimai Delivery Platform. Design, (20), 41-45.
[13] Zhou, R. & He, Z. (2021). Research on User Experience Design of Food Delivery APP Based on Availability. Journal of Anyang Institute of Technology, (02), 38-42.
[14] Zhang, X., Sun, W. & Wang, X. (2018). The marketing strategy of Meituan Waimai. China International Finance (Chinese and English), (06), 284.
[15] Qu, G. (2020). Research on the Impact of O2O Waimai Price Promotion Strategies on Purchase Intention. Master's Thesis, Northeastern University of Finance and Economics.
[16] Lai, Z. & Ning, Y. (2024). "Analysis of Food Delivery Consumption and Influencing Factors Among College Students in Chengdu." China Food Safety Magazine, 11, 2024, pp. 89–93.
[17] Zhang, R., Liu, H., Zhang, L. & Zhu, W. (2022). A survey on the food delivery behavior and related factors of college students in a certain university in Beijing. Occupational and Health (04), 525-528.
[18] Li, L. (2015). Research on the current situation and development of online food delivery consumption among college students. Shopping Mall Modernization (02), 25.
[19] Yamane, T. (1973). Statistics: An introductory analysis. Harper & Row.
[20] Rovinelli, Richard J., and Ronald K. Hambleton. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity.
[21] Valodia, B., Ted, S. & Thomas, Z. (2018). Critical Success Factors ThatInfluence Black Leadership. Integration in Companies ListedtheOnJohannesburg Securities Exchange. International Journal of Business andManagement, 13(5), 72-94. DOI: https://doi.org/10.5539/ijbm.v13n5p72

Service Competitiveness, User Friendliness, and Promotions Affecting Consumers' Decisions to Use Online Food Delivery Services in Guangxi, China

How to Cite