Abstract
PurposeThis study addresses the impact of aesthetics and formality in Food Delivery Applications (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/approachA 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.FindingsThe study reveals that aesthetic appeal and formality significantly impact emotions of dominance, arousal, and pleasure, which are decisive in users' decisions to continue using FDAs and in the manifestation of compulsive usage behaviours.Research limitations/implicationsThis 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 understanding of consumer behaviour towards FDAs, taking into account both personal factors and functional attributes of FDAs along with their aesthetic appeal and emotional reactions.Practical implicationsThe 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.Social implicationsThis study highlights significant social implications stemming from the integration of aesthetic appeal and formality in Food Delivery Apps (FDAs) and their effect on consumer emotions, which in turn influences reuse intention and compulsive use. Amidst the COVID-19 pandemic, consumer behaviours have shifted towards increased electronic transactions and hedonic consumption as responses to stress, anxiety, and boredom, leading to a reevaluation of life experiences through technological means. The research underlines the critical role of emotions, particularly pleasure, dominance, and arousal, in promoting the intention to reuse FDAs, which has far-reaching implications for consumer engagement, compulsive usage patterns, and the need for responsible, sustainable consumption practices. It suggests a new avenue for businesses and policymakers to consider emotional impacts and consumer satisfaction in the design and regulation of FDAs, aiming to mitigate potential adverse effects of compulsive usage and to encourage sustainable, responsible consumption behaviours.Originality/valueThe research offers a novel perspective by exploring how aesthetic and emotional dimensions affect consumer loyalty and compulsivity. These areas are still to be examined in depth in the marketing literature. The findings enhance the theoretical and practical understanding of FDA marketing, demonstrating how design can influence consumer well-being and the sustainability of purchasing behaviour.HighlightsNovel use of PAD theory to analyse FDA’s aesthetic appeal and formality on user emotions.FDA’s aesthetic appeal significantly influences reuse intentions and compulsive usage.Emotions of pleasure, dominance, and arousal are directly linked to FDA reuse intention.Pleasure and reuse intention influence the compulsive use of FDAs.