With the emerging popularity of online food delivery (OFD) services, this research examined predictors affecting customer intention to use OFD services amid the Coronavirus disease (COVID-19) pandemic. Specifically, Study 1 examined the moderating effect of the pandemic on the relationship between six predictors (perceived usefulness, perceived ease of use, price saving benefit, time saving benefit, food safety risk perception, and trust) and OFD usage intention, and Study 2 extended the model by adding customer perceptions of COVID-19 (perceived severity and vulnerability) during the pandemic. Study 1 showed that all of the predictors except food safety risk perception significantly affected OFD usage intention, but no moderation effect of COVID-19 was found. In Study 2, while perceived severity and vulnerability had no significant impact on OFD usage intention, the altered effects of socio-demographic variables during the COVID-19 pandemic were found. Theoretical and managerial implications are provided.
Findings support the role menu labelling can play in encouraging a healthier lifestyle for college students. College students who are Generation Y desire healthier menu options and accept nutritional labels on restaurant menus as a way to easily and expediently obtain nutrition information.
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