Seeing is Believing: the Impact of Visual Sensory Cues on Mental Imagery and Consumer Decision-Making in Malaysian Food Delivery Apps

Online food purchasing lacks the direct sensory experience of physical stores, making it difficult for consumers to assess food quality and value. This study investigated how visual sensory cues and mental imagery elicited by food photographs on major Malaysian delivery platforms influence perceptions of food quality, value, satisfaction, and purchasing behavior. Drawing on the Stimulus-Organism-Response (S-O-R) model, a quantitative survey was administered to 354 Klang Valley residents with online food ordering experience, using Google Forms and QR code distribution. They selected a non-probability convenience sampling technique. Structural equation modeling (PLS-SEM) was used to test the proposed relationships. Findings revealed that sensory cues, especially vivid food images, significantly stimulated mental imagery, enabling consumers to virtually evaluate product attributes and compensating for the lack of physical interaction. Mental imagery positively affected perceived quality, value, and satisfaction. This study also found that satisfaction was a strong predictor of purchase behavior. These results underlined the critical role of high-quality visuals and imagery in digital food marketing strategies. The study offered theoretical and practical insights for food brands and platform operators, demonstrating how enhancing visual content can foster favorable consumer perceptions and drive purchase decisions in online food delivery contexts.