학술논문
Quantifying consumers’ cost-value trade-offs on on-demand food delivery services: Value-of-time framework and partitioned pricing
Document Type
Article
Author
Source
In Journal of Retailing and Consumer Services November 2024 81
Subject
Language
ISSN
0969-6989
Abstract
Originality/value This study addresses the lack of quantitative investigations into the value-cost tradeoffs in ODFD services. ODFD's convenience values are quantified and monetized with a novel VOT-based framework. Besides, the study sheds light on the underexplored partitioner pricing scheme with the theoretical tenet of the Attribution Theory. Overall, the research provides behavioral insights to support practitioners' operational decision-making.