Abstract: This paper combines the perspectives of perceived service quality and perceived value to explore consumers' purchasing behavior in takeaway apps, and proposes important hypotheses of how purchase intention is influenced. The authors use the convenient sample method to collect 342 valid samples and adopt the structural equation model to test their conceptual model. The conclusions include: (1) perceived service quality and perceived value are primary elements and have positive effects on customers' purchase intention in the apps. (2) Perceived benefit positively affects perceived value and purchase intention. However, contrary to previous findings, perceived cost and perceived risk do not have significant direct effects on perceived value and intention in our case. Nevertheless, (3) they significantly influence perceived value and purchase intention through affecting perceived benefit in the takeaway apps. This paper first examines and confirms the importance of perceived service quality in mobile shopping environment. Second, the conclusions provide insightful implications that deep promotions and discounts offered by B2C platforms (or firms) are changing consumers' purchasing decisions. Specifically, this strategy weakens customers' awareness of risk and cost during the purchase journey and enhances their expectations of benefit.

Key words: takeaway apps, purchase intention, perceived service quality, perceived value, perceived risk