The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk

Poon, Wai Chuen; Tung, Serene En Hui

doi:10.1108/ejmbe-04-2021-0128

Cited by 57 publications

(85 citation statements)

References 74 publications

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“…Given the main purpose of this study is to explore the concurrent effects of consumers' conscious and unconscious responses on technology continuance intention in the COVID-19 situation, we employ OFD service as a context to validate the conceptual model, for the following reasons. First, the significant proliferation of OFD is closely related to the acceleration of technology adoption in the COVID-19 outbreak (Poon & Tung, 2022). The pandemic has led to an exponential growth of OFD as customers spend more time on mobile apps (e.g., food delivery apps) than ever before, and this trend is expected to continue even after the pandemic is over (Wetzler, 2021).…”

Section: Online Food Delivery Servicementioning

confidence: 99%

“…Online food delivery (OFD) service refers to an on‐demand and online‐to‐offline service that enables consumers to order food online via mobile applications or websites and receive it at doorsteps from delivery drivers without physically interacting with vendors' employees (Ray & Bala, 2021; Troise et al, 2020). Over the past years, food delivery services via online apps have been on the rise worldwide as a result of digital transformation (Muangmee et al, 2021; Poon & Tung, 2022). Moreover, since the outbreak of the COVID‐19 pandemic, due to dining‐out restrictions and the practice of social distancing, OFD has become the most important trend around the world (Durai, 2020; Ramos, 2021), representing a considerable shift from frequenting restaurants to ordering food online.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In that sense, OFD has played a crucial role in satisfying consumers' convenience demands and safety concerns as well as in helping the food service industry survive the severe damage of the pandemic (Kumar & Shah, 2021; Zhao & Bacao, 2020). As a result, many empirical studies have been conducted to explore consumer behaviors toward OFD during the COVID‐19 time in terms of adoption (Hong et al, 2021; Leung & Cai, 2021; Mehrolia et al, 2021; Poon & Tung, 2022) and continuance usage intention (Kumar & Shah, 2021;Ramos, 2021; Zhao & Bacao, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

Nguyen¹,

Chiu²,

et al. 2022

J of Consumer Behaviour

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The containment measures for the COVID‐19 pandemic, including social distancing, lockdown or quarantining, have led to a paradigm shift in people's life. In the wake of the pandemic, many people have begun adopting technology as a way to maintain their daily activities and limit face‐to‐face human interactions. While the pandemic has facilitated the widespread use of technology, little attention has been paid to how consumers' intention to continue using technology is affected by their rational evaluation and habitual response, simultaneously. To address this knowledge gap, this study employs the expectation‐confirmation model as a theoretical lens to propose the research model and explain the antecedents of technology continuance intention from both perspectives of conscious versus unconscious responses. The conscious response is reflected in perceived value and satisfaction, whereas the unconscious response is characterized as habit. The proposed research model and hypotheses are supported by the data collected from 308 online food delivery service users. Our results show that habit is driven by perceived value and satisfaction, and then mediates the effects of them on continuance intention. Moreover, habit exerts the strongest effect on continuance intention and weakens the importance of perceived value as well as satisfaction to continuance intention. This study is expected to set the theoretical foundation for more future research that focus on the exploration of the conscious versus unconscious nature of consumers' technology continuance. The study concludes with practical implications and suggestions for catering businesses and relevant stakeholders.

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Section: Online Food Delivery Servicementioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

Nguyen¹,

Chiu²,

et al. 2022

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

“…For instance, Poon and Tung analyzed the factors that influence users to place orders. They found that attitudes, subjective norms, positive expected emotions and negative expected emotions, and perceived behavioral control all have significant effects [3]. In a case study of Grubhub [4], Ar identified three key factors for successfully managing an online food delivery business during the pandemic: timely and innovative solutions to meet social needs during a crisis, addressing stakeholder concerns through the implementation of various policies, and supporting employees.…”

Section: Introductionmentioning

confidence: 99%

Geographical Factors Affecting Grubhub’s Business amid COVID-19 Pandemic

Wei¹,

Yin²

2022

BCPBM

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During the COVID-19 outbreak, the food delivery market in the United States began to thrive. However, Grubhub, one of the largest food delivery platforms, did not capitalize on this opportunity and experienced severe net losses and a significant decline in market share. Despite the popularity of research on the demographic factors affecting the food delivery market, geographic factors were poorly concerned. In this paper, more attention was paid to reveal the geographical factors that led to the recession of Grubhub under the pandemic. Four machine learning models, namely Linear Regression, Support Vector Regression, Bayesian Ridge Regression, and Elastic Net, were applied to identify the unusual decrease in the net income of Grubhub using Python. This paper then explore the geographical factors by visualizing the business and demographic data. The predicted results show that Grubhub's performance was far below its average over the past two years. Furthermore, by data visualization, it is found that a major geographical factor preventing Grubhub from capturing opportunities is its lack of business expansion into suburban and rural areas.

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“…Sebelum pandemi COVID-19, sebagian besar konsumen perkotaan sedang melakukan pemahaman terhadap konsep OFD. Namun tren ini mengalami perubahan besar di beberapa wilayah dengan melonjaknya layanan OFD, seperti peningkatan 65% untuk wilayah Asia Pasifik, 21% untuk Amerika Utara, 23% untuk Eropa dan 150% untuk wilayah Amerika Latin (Poon and Tung, 2022).…”

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Pengaruh Budaya Pesan Antar Makanan terhadap Niat Perilaku Konsumen pada Masa Pandemic Covid-19 di Indonesia

Rachman

Kurniawati²

2022

jmas

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The purpose of this study is understanding consumer behavior in using Online Food Delivery (OFD) service, considering the lockdown policy that is implemented in several countries have changed consumer behavior. Using the Goal-Directed Behavior (MGB) model, this study investigates what consumers feel while using OFD services. The method used is collecting responses from online food delivery service users throughout May 2022. A total of 271 responses were collected and then analyzed using AMOS. Measurements and structural models are evaluated to ensure that the Structural Equation Modeling (SEM) is valid. The results show that only Positive Anticipated Emotion (PAE) and Perceived Behavioral Control (PBC) are significantly affecting behavioral intention which is mediated by desire. It also shows that desire is significantly affecting behavioral intention. The results of this study provides information for OFD service providers and experts about what is forcing the urbanites into using OFD services in the midst of a pandemic. It also enables OFD companies to realign their operations to address issues and changes in consumer behavior. The managerial implications of this research provide insights for OFD providers to develop new strategies and approaches on business development and consumer retention post-pandemic

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The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk

Cited by 57 publications

References 74 publications

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

Toward a unified theory of technology continuance: Effects of conscious versus unconscious factors

Geographical Factors Affecting Grubhub’s Business amid COVID-19 Pandemic

Pengaruh Budaya Pesan Antar Makanan terhadap Niat Perilaku Konsumen pada Masa Pandemic Covid-19 di Indonesia

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