The influence of aesthetics and emotions on reuse intention and compulsive behaviour in food delivery usage

Abstract

Purpose–Thisstudyaddressestheimpactofaestheticsand formalityin FoodDeliveryApplications (FDAs) in evoking emotions, and how these influence the intention to reuse and compulsive usage, providing critical insights for designing responsible and effective marketing strategies. Design/methodology/approach– A quantitative analysis of data collected from 1,029 FDA users was employed, using the PAD (Pleasure, Arousal, Dominance) theory to investigate how aesthetic design and formality affect emotions and consumer behaviour towards the applications. Findings–Thestudyrevealsthataestheticappealandformalitysignificantlyimpactemotionsofdominance, arousal, and pleasure,whicharedecisiveinusers’decisionstocontinueusing FDAsandinthemanifestationof compulsive usage behaviours. Research limitations/implications– This study presents inherent limitations due to its cross-sectional design, which prevents offering a longitudinal perspective on the evolution of consumer behaviour regarding FDAs. The actual purchasing behaviour is not examined, but rather the suggested experiences. Future research could be enriched by considering cultural, social, and demographic factors, the influence of sustainability on the perception and use of FDAs, and the importance of specific sustainable practices. Adopting a longitudinal approach and utilising actual usage data would allow for a deeper and more nuanced understandingofconsumerbehaviourtowardsFDAs,takingintoaccountbothpersonalfactorsandfunctional attributes of FDAs along with their aesthetic appeal and emotional reactions. Practical implications– The findings provide guidelines for FDA companies to optimise their interfaces to enhance user experience, foster loyalty, and prevent compulsive usage. They emphasise balancing aesthetics and functionality to induce more conscious and sustainable consumption behaviours.