Gupta Adyya, Backholer Kathryn, Huggins Catherine E, Leung Gloria Kw, Bennett Rebecca, Peeters Anna
Deakin University, Institute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Geelong, VIC3220, Australia.
Public Health Nutr. 2025 Apr 14;28(1):e88. doi: 10.1017/S1368980025000515.
The use of online food delivery (OFD) platforms is on the rise, and currently, there are no public health policies that regulate what and how food is sold on these platforms. Research quantifying and describing the marketing strategies on OFD platforms is limited. Our study aimed to test the consumers' acceptability of using two screen capture methods to record their food purchasing behaviour on OFD platforms and describe consumers' exposure to, and engagement with, marketing strategies on OFD platforms in real time.
Semi-structured online interviews on the consumer acceptability of using the screen capture methods were analysed using thematic analysis. Screen recordings of OFD orders were analysed using content analysis, guided by the marketing mix framework (i.e. product, placement, price and promotion).
Victoria, Australia.
Twenty adults using the OFD service at least once a month were recruited.
The mean age of the sample was 28 years. 75 % were females, over 80 % had completed higher education and 20 % lived with children < 18 years of age. Over half used OFD service two to five times per week. Participants expressed that both smartphone's in-built screen recording function and third-party screen recording application are easy-to-use and time-efficient with high levels of user satisfaction. A range of marketing strategies were observed on the OFD platform. These included the presence of, and strategic placement of selected food products, price discounts and promotion strategies. Participants appeared to engage with marketing strategies through multiple clicks to reduce the total cost of their OFD order.
Our study demonstrates that screen recording is an acceptable method for capturing and assessing consumers' real-time exposure to, and engagement with, a range of marketing strategies on the OFD platform. Studies with larger samples are needed to substantiate our findings.
在线食品配送（OFD）平台的使用正在增加，目前尚无公共卫生政策来规范这些平台上食品的销售内容和方式。量化和描述OFD平台上营销策略的研究有限。我们的研究旨在测试消费者对使用两种屏幕录制方法记录其在OFD平台上的食品购买行为的接受程度，并实时描述消费者对OFD平台上营销策略的接触情况和参与度。
使用主题分析法对关于使用屏幕录制方法的消费者接受度的半结构化在线访谈进行分析。在营销组合框架（即产品、渠道、价格和促销）的指导下，使用内容分析法对OFD订单的屏幕录制进行分析。
澳大利亚维多利亚州。
招募了20名每月至少使用一次OFD服务的成年人。
样本的平均年龄为28岁。75%为女性，超过80%完成了高等教育，20%与18岁以下儿童同住。超过一半的人每周使用OFD服务两到五次。参与者表示，智能手机的内置屏幕录制功能和第三方屏幕录制应用程序都易于使用且效率高，用户满意度高。在OFD平台上观察到了一系列营销策略。这些策略包括特定食品的展示及其策略性摆放、价格折扣和促销策略。参与者似乎通过多次点击来参与营销策略，以降低其OFD订单的总成本。
我们的研究表明，屏幕录制是一种可接受的方法，用于捕捉和评估消费者在OFD平台上对一系列营销策略的实时接触情况和参与度。需要进行更大样本量的研究来证实我们的发现。
