The influence of colour on intention to adopt food delivery service mobile app

Abstract

This research investigates the connections between colour usage, food appetite, and intention to adopt a food delivery services mobile app. Although research has established a connection between colour perception and appetite, hunger, and food choice, the research was designed to explore the importance of colour in app design and the link between appetite for food and adoption of the app. The research used a quantitative, scenario-based online questionnaire distributed to Thai mobile Internet users (n = 398). Users were asked about their perception of the colours and appetite, followed by a mobile app adoption scenario. Results showed that Orange, Red, Yellow, and Blue were associated with food appetite, while Orange, Red, and Blue were associated with adoption intention. Food appetite and adoption intention were positively and strongly associated. The implication of this research is that app designers need to consider the psychological implications of their aesthetic design.