Online Food Shopping Motives during COVID-19 Pandemic for Improving Behavioural Intention: Conceptual Model and Propositions

Abstract

The Covid-19 pandemic has significantly affected online shopping patterns and accelerated the adoption of online shopping and home deliveries. Online food delivery systems and applications have transformed the way consumers order and consume food, especially during the Movement Control Order by the government during the Covid-19 pandemic. Restaurants and mobility agents such as FoodPanda and GrabFood were heavily reliant on mobile technology during the pandemic to strengthen online essentials from offline services which increased online consumers as well. This study designed the drivers on online food shopping motives towards consumer behaviour intentions among online food delivery customers in Malaysia. Grounded from various streams of literature and scholarly views, this research develops a conceptual model describing the drivers of online food shopping through the propositions of the model utilising Theory of Planned Behaviour and Technology Acceptance Model. Hence, the study also provides a literature overview of the current issue on the pandemic situation on e-commerce and online ordering services in Malaysia as well as discussion and direction for further research.

COVID-19 and Supply Chain Disruption Management: A Behavioural Economics Perspective and Future Research Direction

“…Inter-Disciplinary Linkages/Research Gaps Within the literature covering the effects of the pandemic on businesses, there is minimal attention on the effects of the lockdowns, uncertain supply/demand conditions, and logistical difficulties on the decision-making capabilities of individuals and groups within a business context. Much of the literature focused on risk aversion, loss aversion, and prospect theory on consumer behaviours throughout the pandemic, with the purpose of formulating implications for policymakers, academicians, and marketing practitioners [64][65][66][67][68][69][70][71][72][73][74][75]. One piece by Sarkar and Kumar (2015) explored inventory management decisions under disruptions.…”