University of Twente Student Theses


Between Dutch & Polish culinary cultures: A comparative study of online platform usage and perception

Mourik, J.B. (2020) Between Dutch & Polish culinary cultures: A comparative study of online platform usage and perception.

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Abstract:Online meal delivery platforms are expanding internationally and face different cultures on a daily basis. In order for such platforms to operate successfully, they need to be able to anticipate and respond promptly to cultural differences. This thesis aims to investigate the relationship between culture and the perceived usefulness of a Dutch online meal delivery platform that aims to boost its business in Poland. More specifically, it investigates how the cultural dimensions defined by Hofstede (2010) may influence a simplified version of the Technology Acceptance Model developed by Davis (2008). In this thesis, the Dutch and Polish cultures are examined and compared to explain possible differences in online meal delivery platform usage. Data is obtained via surveys sent to restaurant owners in the Netherlands and Poland, as well as via semi-structured interviews conducted with two Polish restaurant owners living in Poland and the Netherlands. The findings showed positive relationships between high uncertainty avoidance, individualism, high power distance and long-term orientation towards subjective norms, image, job relevance and perceived usefulness. All relationships were stronger for the Dutch culture as a result of experiencing the dimensions less strong than the Polish culture. This thesis contributes to theory by integrating culture and TAM, and to practice by offering advice on how to cooperate and collaborate with Polish restaurant owners regarding their online meal delivery platform usage.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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