Corporate governance and consumer behavior strategy: The impact of digital food delivery platforms on purchasing decisions and stakeholder value

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Abstract

This study aims to investigate the causal relationship between consumer behavior and purchasing experience through food delivery applications. Data were collected from 680 participants using random sampling, comprising students who use food delivery applications. Data were analyzed through structural equation modeling (SEM). The results indicate that consumer behavior focuses on providing effective information, with media design related to user interaction, trust, shopping pleasure, and ease of use having a positive effect on product loyalty. Moreover, the same media design factors positively influence non-rational purchasing decisions, as demonstrated by the causal relationship model. According to concordance verification, the model showed a good fit with a ratio of chi-square minimum and degrees of freedom (CMIN / DF) = 1.74, goodness-of-fit index (GFI) = 0.86, comparative fit index (CFI) = 0.96, and root mean square error of approximation (RMSEA) = 0.05, consistent with empirical data. These findings highlight the role of product loyalty and non-rational purchases in shaping business opportunities in the growing food delivery sector (Alalwan, 2020).

Keywords: Causal Relationship, Consumer Behavior, Purchasing Experience, Food Delivery, Applications

Authors’ individual contribution: The Author is responsible for all the contributions to the paper according to CRediT (Contributor Roles Taxonomy) standards.

Declaration of conflicting interests: The Author declares that there is no conflict of interest.

JEL Classification: D12, L81, M31

Received: 09.05.2024
Revised: 06.02.2025; 30.05.2025
Accepted: 13.06.2025
Published online: 16.06.2025

How to cite this paper: Poltanee, I. (2025). Corporate governance and consumer behavior strategy: The impact of digital food delivery platforms on purchasing decisions and stakeholder value. Corporate & Business Strategy Review, 6(3), 17–25. https://doi.org/10.22495/cbsrv6i3art2