Short answer

Actively cultivate and showcase positive e-WOM to build trust and drive user adoption of digital services.

Field
User-Centred Design
Source
Journal of theoretical and applied electronic commerce research (2025)
Method
Quantitative research using structural equation modelling (SEM) on survey data.
Sample
835 participants
Evidence
Strong effect

Electronic word-of-mouth (e-WOM) is a critical factor in food delivery service adoption, directly influencing consumer perception, trust, and ultimately, purchase intentions. This user-centred design research insight is drawn from a 2025 study published in Journal of theoretical and applied electronic commerce research. Using Quantitative research using structural equation modelling (sem) on survey data. with 835 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Actively cultivate and showcase positive e-WOM to build trust and drive user adoption of digital services.

Study
User-Centred DesignNew This WeekStrong effect

e-WOM significantly drives consumer acceptance in food delivery services by shaping perception and trust.

Electronic word-of-mouth (e-WOM) is a critical factor in food delivery service adoption, directly influencing consumer perception, trust, and ultimately, purchase intentions.

Journal of theoretical and applied electronic commerce research · 2025

01

Key Findings

  • 01Consumer acceptance of food delivery services is positively influenced by consumer perception.
  • 02Electronic word-of-mouth (e-WOM) significantly impacts consumer perception.
  • 03Trust and perceived usefulness are key latent variables mediating the relationship between e-WOM and consumer acceptance.
02

Application

Design takeaway

Actively cultivate and showcase positive e-WOM to build trust and drive user adoption of digital services.

How to apply

Implement a system for collecting, moderating, and displaying customer reviews. Encourage satisfied customers to leave feedback and actively respond to both positive and negative comments.

Project actions

  • 01Consider how user reviews and ratings influence the design and adoption of digital products.
  • 02Explore the impact of online communities and social influence on user behaviour.
03

Method & Evidence

AimTo investigate the influence of electronic word-of-mouth (e-WOM) on consumer acceptance of food delivery services, considering factors like trust, perceived usefulness, and psychological distance.
MethodQuantitative research using structural equation modelling (SEM) on survey data.
ProcedureAn online survey was distributed to collect data on consumer perceptions, trust, purchase intentions, and exposure to e-WOM related to food delivery services. The collected data were then analyzed using SmartPLS to model the relationships between these variables.
Sample835 participants
ContextFood delivery services and the digital economy.

Variables

IVElectronic Word-of-Mouth (e-WOM)
DVConsumer Acceptance (including purchase intentions)
CVTrust, Perceived Usefulness, Psychological Distance
04

Strengths & Limitations

Strengths

  • +Large sample size provides statistical power.
  • +Utilizes established SEM methodology for complex relationship analysis.

Limitations

The study relies on self-reported data, which can be subject to bias. The specific algorithms used by platforms to display reviews were not analyzed.

Reliability & validity

The study uses SmartPLS, a robust method for SEM, and reports on validity measures, suggesting good reliability and validity of the constructs used.

Think critically

How might the design of the review interface itself (e.g., star ratings vs. detailed comments, anonymity) influence the impact of e-WOM on user perception?

05

Design Principles

"Leverage social proof and user-generated content to enhance perceived credibility and encourage user engagement."

Understanding how online reviews and recommendations impact user decisions is crucial for designing effective digital platforms. This insight highlights the need for businesses to actively manage their online reputation and leverage user-generated content to build trust and encourage adoption.

06

What This Means for Your Design

What people say about a food delivery app online (reviews, ratings) really matters. If reviews are good, people are more likely to trust and use the app.

How to use in your project

  • 1.Reference this study when discussing the importance of user feedback and online reputation in your design project's context.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research indicates that electronic word-of-mouth (e-WOM) plays a significant role in shaping consumer perception and acceptance of digital services, such as food delivery platforms. Positive online reviews and recommendations directly influence user trust and purchase intentions, highlighting the critical need for designers to integrate strategies for managing and leveraging user-generated content within their design practice.

09

Source

Journal of theoretical and applied electronic commerce research

Understanding the Dynamics of e-WOM in Food Delivery Services: A SmartPLS Analysis of Consumer Acceptance

journal · 2025

View source

Questions About This Research

What does the research say about e-wom significantly drives consumer acceptance in food delivery services by shaping perception and trust?
Actively cultivate and showcase positive e-WOM to build trust and drive user adoption of digital services. Evidence: Journal of theoretical and applied electronic commerce research (2025).
Why does "e-WOM significantly drives consumer acceptance in food delivery services by shaping perception and trust." matter for design?
Understanding how online reviews and recommendations impact user decisions is crucial for designing effective digital platforms. This insight highlights the need for businesses to actively manage their online reputation and leverage user-generated content to build trust and encourage adoption.
How can designers apply this research?
Actively cultivate and showcase positive e-WOM to build trust and drive user adoption of digital services.
What were the main findings?
Consumer acceptance of food delivery services is positively influenced by consumer perception.. Electronic word-of-mouth (e-WOM) significantly impacts consumer perception.. Trust and perceived usefulness are key latent variables mediating the relationship between e-WOM and consumer acceptance.
What research method was used?
Quantitative research using structural equation modelling (SEM) on survey data. with 835 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2025 journal from Journal of theoretical and applied electronic commerce research.
What should I do differently in my next project?
Implement a system for collecting, moderating, and displaying customer reviews. Encourage satisfied customers to leave feedback and actively respond to both positive and negative comments.
What are the limitations?
The study focuses specifically on food delivery services and may not generalize to all digital platforms. The influence of psychological distance was explored but its precise mediating role requires further investigation.