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Using a multi-method approach (field and scenario-based experiments), we demonstrate that handwritten messages significantly increase customers\u2019 willingness to provide assistance, an effect mediated by perceived interpersonal intimacy. Moreover, the impact of handwritten messages interacts with message content structure. The positive effect of handwritten typefaces is stronger for individual catering businesses than for chain restaurants, and more effective among hedonic customers compared to utilitarian ones. These findings offer practical guidance for service merchants on leveraging handwritten messages to foster customer assistance behaviors.<\/jats:p>","DOI":"10.3390\/jtaer20040281","type":"journal-article","created":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T13:19:26Z","timestamp":1760015966000},"page":"281","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Handwritten Messages Boost Consumer Engagement in Food Delivery"],"prefix":"10.3390","volume":"20","author":[{"given":"Yue","family":"Liu","sequence":"first","affiliation":[{"name":"School of Business, Sichuan University, Chengdu 610207, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiaoxiao","family":"Fu","sequence":"additional","affiliation":[{"name":"Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7132-2101","authenticated-orcid":false,"given":"Tian","family":"Lan","sequence":"additional","affiliation":[{"name":"School of Business, Sichuan University, Chengdu 610207, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,10,9]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"A1","DOI":"10.1016\/j.ijhm.2019.05.008","article-title":"Online Delivery Provider (ODP) Services: Who Is Getting What from Food Deliveries?","volume":"80","author":"Rivera","year":"2019","journal-title":"Int. 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