Research on the Phased Mechanism of Users' Multi-homing: Taking Price Wars on Food Delivery Platforms as an Example

Abstract

This study examines the multi-homing behavior of users on food delivery platforms within the context of industry price wars. It focuses on the phased mechanisms and influencing factors behind this behavior. Using survey data from 151 food delivery users across the country, along with Likert scales and statistical analysis methods, a phased analysis of multi-homing behavior is constructed. The results show that user multi-homing behavior evolves through several stages: initial selection, price-induced switching, experience adjustment, and loyalty or rotation usage. Although price incentives can attract users to other platforms in the short term, long-term loyalty depends on multiple factors. These include service quality, social recommendations, and interface experience. Platforms differ significantly in terms of interface design, complaint handling, and delivery efficiency. These differences directly affect user retention and the tendency to multi-home. The study recommends that platforms avoid relying only on price competition. Instead, they should develop differentiated user strategies, improve service weaknesses, and enhance user lifetime value through data-driven operations. This research offers a theoretical basis and practical insights for food delivery platforms. It supports the shift from broad subsidies to precise user retention strategies.