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

European journal of management and business economics, 2024-03, Vol.33 (1), p.54-73 [Peer Reviewed Journal]

Wai Chuen Poon and Serene En Hui Tung. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2444-8451 ;EISSN: 2444-8494 ;DOI: 10.1108/EJMBE-04-2021-0128

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  • Title:
    The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
  • Author: Poon, Wai Chuen ; Serene En Hui Tung
  • Subjects: Attitudes ; Behavior change ; Consumer behavior ; Consumer behaviour ; Contracting ; COVID-19 ; COVID-19 pandemic ; Decision making ; Desire ; Electronic commerce ; Emotions ; Food delivery culture ; Healthy food ; Measurement ; Pandemics ; Perceived control ; Perceived risk ; Privacy ; Purchase intention ; Restaurants ; Risk perception
  • Is Part Of: European journal of management and business economics, 2024-03, Vol.33 (1), p.54-73
  • Description: PurposeThis study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate consumer perceived risk on the use of OFD services.Design/methodology/approachResponses of food delivery services users were collected online throughout April 2020 to understand their risk profile and behaviour. A total of 339 responses were collected and subsequently analysed using partial least square (PLS). Both measurement and structural model were evaluated to ensure that the structural equation modelling (SEM) is valid.FindingsThe results revealed that attitude (ATT), subjective norm (SN), positive anticipated emotion (PAE) and negative anticipated emotion (NAE) and perceived behavioural control (PBC) significantly influenced users' desire. It was also found that PBC significantly influenced users' intention. The empirical result suggests that performance, privacy, financial, physical and the risk of contracting COVID-19 negatively influenced users' desire. In contrast, only physical and the risk of contracting COVID-19 negatively influenced users' intention to use OFD services.Practical implicationsThese findings provide OFD service providers and scholars with significant insights into what compels urbanites to adopt OFD services amid a health pandemic. It also allows OFD companies to realign their operation in addressing these concerns and changes in consumer behaviour.Originality/valueAgainst the backdrop of the pandemic, this study provides insights for OFD providers in developing new strategies and approaches for business development and consumer retention in a post-pandemic world.
  • Publisher: Madrid: Emerald Group Publishing Limited
  • Language: English;Spanish
  • Identifier: ISSN: 2444-8451
    EISSN: 2444-8494
    DOI: 10.1108/EJMBE-04-2021-0128
  • Source: DOAJ : Directory of Open Access Journals
    ProQuest Central
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