Page 79 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.80, # 1, 2023, pp. 67-82

That is, consumers who consume food digitally will continue to shop online because
it is a necessary product, whether the resulting privacy risk increases or decreases.
Another example of this is the elasticity coefficient, which is widely used in
economics.

Contrary to the study by Hasan, Sumon, Islam and Hossain (2021), digital
consumption of food products has no effect on shopping enjoyment. The majority of
domestic online food consumption is via the Bolt Food or Wolt mobile apps, and the
orderers are often employees. These apps have very few features to increase the
enjoyment factor. As a suggestion, adding 3D images of food or comments in the
description can increase the enjoyment factor for consumers.
Additionally, as mentioned, the majority of consumers are office workers, and when
workers order during lunch breaks, they often tend to order the same product as their
previous order. In this case, naturally, no matter how much digital consumption
increases, the pleasure factor is not affected because it becomes a habit. To avoid this
situation, companies can increase the variety and organize campaigns to attract the
attention of different consumers to different types of products.

Finally, in contrast to the study conducted by Liang, Ekinci, Occhiocupo and Whyatt
(2013), digital consumption of food products was found to have no effect on word-of-
mouth communication. The reason for this may be the avoidance of negative
situations that may arise as a result of the recommendation For example, a digital
consumer may prefer not to recommend digital consumption or share their opinion
with another consumer, considering the incidents of adverse events such as food
poisoning, or product becoming undesirable during delivery. For this, the optimal way
is to add a comment section that supports the anonymity function on platforms.

REFERENCES

Chan, H., & Yang, M. X. (2021). Culture and electronic word of mouth: a synthesis of
findings and an agenda for research. Journal of Global Marketing, 34(3), 165-169.

Chien, A. W., Kurnia, S., & von Westarp, F. (2003). The acceptance of online grocery
shopping. BLED 2003 Proceedings, 52.

Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile
shopping apps adoption and perceived risks: A cross-country perspective utilizing
the Unified Theory of Acceptance and Use of Technology. Computers in Human
Behavior, 86, 109-128.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance
of information technology. MIS quarterly, 319-340.

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