Handwritten Messages Boost Consumer Engagement in Food Delivery
Abstract
1. Introduction
2. Literature Review and Hypothesis Development
2.1. Customer Behaviors in Online Food-Delivery Service
2.2. Message Typeface (Printed vs. Handwritten), Interpersonal Intimacy, and Customers’ Willingness to Engage in Assistance Activities
2.3. The Moderating Role of Message Content Structure
2.4. The Moderating Role of Store Type
2.5. The Moderating Role of Shopping Motivation
2.6. Conceptual Model
3. Methodology
3.1. Overview
3.2. Study 1: The Main Effect of the Message Typeface (Printed vs. Handwritten)
3.2.1. Study Design
3.2.2. Pretest
3.2.3. Procedures for the Main Experiment
3.2.4. Results
3.3. Study 2: The Mediating Role of Interpersonal Intimacy and the Moderating Role of Message Content Structure
3.3.1. Study Design
3.3.2. Procedures
3.3.3. Results
3.4. Study 3: The Moderating Role of Store Type
3.4.1. Study Design
3.4.2. Procedures
3.4.3. Results
3.5. Study 4: The Moderating Role of Shopping Motivation
3.5.1. Study Design
3.5.2. Pretest
3.5.3. Procedures
3.5.4. Results
4. Conclusions
4.1. Theoretical Implications
4.2. Managerial Implications
4.3. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Offline Message from the Milk-Tea Merchants (Customer Reviews)
References
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Effect Type | Effect | SE | t | Sig. | 95%CI | |
---|---|---|---|---|---|---|
LLCI | ULCI | |||||
Direct effect | 0.51 | 0.07 | 7.00 | 0.00 | 0.37 | 0.65 |
Indirect effect (MT→IN→WEAA) | ||||||
Puretask | 1.33 | 0.10 | 1.13 | 1.53 | ||
AffectiveWithTask | 0.96 | 0.13 | 1.69 | 2.22 |
Effect Type | Effect | SE | t | Sig. | 95%CI | |
---|---|---|---|---|---|---|
LLCI | ULCI | |||||
Direct effect | 0.297 | 0.082 | 3.607 | 0.000 | 0.134 | 0.459 |
Indirect effect (MT→IN→EBI) | ||||||
Individual | 0.725 | 0.176 | 0.377 | 1.065 | ||
Chain | 0.590 | 0.135 | 0.321 | 0.854 |
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Liu, Y.; Fu, X.; Lan, T. Handwritten Messages Boost Consumer Engagement in Food Delivery. J. Theor. Appl. Electron. Commer. Res. 2025, 20, 281. https://doi.org/10.3390/jtaer20040281
Liu Y, Fu X, Lan T. Handwritten Messages Boost Consumer Engagement in Food Delivery. Journal of Theoretical and Applied Electronic Commerce Research. 2025; 20(4):281. https://doi.org/10.3390/jtaer20040281
Chicago/Turabian StyleLiu, Yue, Xiaoxiao Fu, and Tian Lan. 2025. "Handwritten Messages Boost Consumer Engagement in Food Delivery" Journal of Theoretical and Applied Electronic Commerce Research 20, no. 4: 281. https://doi.org/10.3390/jtaer20040281
APA StyleLiu, Y., Fu, X., & Lan, T. (2025). Handwritten Messages Boost Consumer Engagement in Food Delivery. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 281. https://doi.org/10.3390/jtaer20040281