Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic

Abstract

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.

Factors Influencing Customer Decisions to Use Online Food Delivery Service during the COVID-19 Pandemic

“…This result confirms previous studies related to adopting new technologies and services in the online shopping context [ 20 , 27 , 34 ]. Moreover, these results are consistent with prior research [ 5 , 10 ], showing that customers are more likely to use the online food delivery service if they perceive it as useful.…”

“…This finding is similar to previous studies [ 35 , 38 , 44 , 45 , 46 ] showing that TR has a significant effect on customer technology adoption intention in the online shopping context. Customers may be unsure whether the restaurant accurately receives orders or whether the quality of food delivered is as excellent as the quality of food served at the restaurant, which underlines the necessity of TR in the online food delivery service context [ 10 ]. During the pandemic, when contactless delivery was essential and required, trust significantly formulated customers’ intention to use online food service under the COVID-19 pandemic situation.…”

“…Although TAM is a robust and powerful theoretical framework of users’ acceptance and usage of technology, testing and extending TAM by integrating it with other factors (social influence, trust, and enjoyment) may provide insight for food service industry management to develop the strategies of online food delivery services. Moreover, few studies have examined the factors influencing customers’ decision making toward the use of online food delivery services, especially under pandemic conditions [ 10 ]. As the COVID-19 pandemic has changed customers’ dining and consumption behaviors, it is necessary to consider the COVID-19 pandemic as a context factor affecting customers’ online food delivery service [ 11 ].…”

Digital Communication in Post Pandemic Times: Impact on Indian Youth

“…With restaurants dwindling to survive, on-demand food delivery (OFRD) services have lately gained popularity with consumers, especially those who want food and drink delivered to their doorstep (Hong et al, 2021). Food delivery services through the internet have become essential for all market participants to achieve their bottom line, particularly because COVID-19 has changed the thinking of customers (Dsouza & Sharma, 2021).…”

Supply Chain Sustainability during COVID-19: Last Mile Food Delivery in China

“…This proved to be fortuitous in March of 2020, when over one billion people were in lockdown on short notice; this resulted in extensive stress to the existing OFDS network, as it was called upon to increase capacity rapidly, and dramatically [1,2]. Under the immense pressure placed on delivery people, as well as the technology platform, the food delivery network was able to repurpose and scale up quickly to provide crisis food distribution rapidly and very efficiently [3,4].…”