SERVICE MARKETING MIX AND LIFESTYLE INFLUENCE CONSUMERS' DECISION TO USE FOOD DELIVERY SERVICES IN BEIJING, CHINA

Abstract

The objective of this study was (1) To study the personal factors influencing consumers' decision to use online food delivery services in Beijing, China, (2) To examine the service marketing mix factors influencing consumers' decision to use online food delivery services in Beijing, China, and (3) To investigate the lifestyle factors influencing consumers' decision to use online food delivery services in Beijing, China. The data was collected from 300 consumers living in Beijing, China, who had previously experienced using food delivery services. The research instrument used in this study is a structured questionnaire. Descriptive statistics were used to explore preliminary data from the sample and inferential statistics were employed to test hypotheses in this study. The results found that individual factors of different occupations have significant influence on food delivery decision-making, while gender, age, education level and income have no significant influence on food delivery decision-making. Service marketing mix, that is, price, place, promotion, people and process, has a significant impact on the decision-making of food distribution service with a prediction rate of 89.8%, and lifestyle, that is, activities and opinions, significantly affects the decision-making of food distribution service with a prediction rate of 87.0% and the statistical significance level of 0.05.