Comparative analysis examines how demographics and platform evaluations shape choices, suggesting tailored marketing strategies.
This research investigates the combined effects of demographic factors and evaluations of platform-related characteristics on users choices between Meituan and Ele.me, two leading online food delivery platforms in China. Specifically, the study examines the influence of gender, age, occupation, and city tiers alongside platform-related factors such as price, diversity of choices, delivery service, and customer service. A targeted questionnaire was distributed, yielding 150 valid responses that cover a broad range of user groups. Using quantitative approaches including the KruskalWallis test, Chi-square test, and binomial test, this study explores three key issues: whether platform loyalty or multi-homing affects price sensitivity; how gender shapes platform preference; and whether students demonstrate a stronger inclination toward Meituan. Results indicate that price sensitivity does not significantly differ across exclusive and dual-platform users, while gender and student status show notable impacts on platform selection. These findings highlight the strategic importance of tailoring services and marketing to distinct user segments, providing actionable insights for platform operators to strengthen competitiveness in the highly dynamic food delivery market.
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Xue et al. (2025) studied this question.
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