The Role of Visual Design and E-Service Quality in Shaping User Experience and E-WOM Participation in Online Food Platforms

This study examines the determinants of user experience on online food platforms, focusing on the critical roles of e-service quality, visual design elements (control and color vividness), and consumer electronic word-of-mouth (e-WOM). The research seeks to advance our understanding of how these factors collectively contribute to user engagement, retention, and participation in e-WOM, especially in the rapidly growing online food delivery industry. The study also highlights practical applications for improving user interaction and enhancing customer experience on digital platforms.