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April 19, 2026Journal of theoretical and applied electronic commerce researchOpen Access

“Buying Fewer but More Expensive”: The Impact of Air Quality on Average Order Value (AOV) in Online Food Delivery and an Analysis of Consumer Behavior

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Authors

YWYing WangJLJinye Li杨杨明刚

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Overview

Examines how air quality affects average order value in online food delivery, suggesting new consumer behavior patterns.

Key Points

  • The research aims to analyze how air quality influences average order value (AOV) and consumer purchasing decisions in online food delivery.
  • Utilized micro-transactional data from a store owner
  • Employed machine learning algorithms for data analysis
  • Measured air quality using the Air Quality Index (AQI)
  • Conducted causal analysis to explore consumer behavior patterns
  • Air quality deterioration increases average order value (AOV) significantly, with a global average response coefficient of 0.0053
  • AOV accelerates 2.4-fold when AQI exceeds the median value
  • Decrease in average item quantity and increase in average item price were observed due to air pollution
  • Every one-unit decrease in item quantity was linked to a CNY 1.098 increase in average item price

Cite This Study

Wang et al. (2026) studied this question.

synapsesocial.com/papers/69e47250010ef96374d8e699https://doi.org/10.3390/jtaer21040121
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