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Open Access
Article
Publication date: 21 March 2022

Wai Chuen Poon and Serene En Hui Tung

This 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…

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Abstract

Purpose

This 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/approach

Responses 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.

Findings

The 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 implications

These 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/value

Against 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.

研究目的

本研究擬瞭解與網上訂餐相關的消費行為;尤其當有些國家推行了改變消費者行為的強制性封鎖政策的情況下,這類研究更具意義。透過應用目標導向行為模型,本研究擬探討消費者在使用網上訂餐服務時所意識到的風險。

研究設計/方法/理念

研究人員於 2020年4月網上收集使用訂餐服務人士的意見,以瞭解其風險狀況和行為。研究共收集了339位人士的意見,並以偏最小二乘法進行分析。測量和結構模型均加以評估,以確保結構方程模型是站得住腳的。

研究結果

研究結果顯示,態度、主觀規範、預期的正面和負面情緒、以及感知的行為控制,顯著地影響了用戶的慾望。研究結果亦發現,感知的行為控制顯著地影響了用戶的意圖。研究的經驗性結果暗示了表現、私隱、金錢上的爭議、可能會導致的身體損傷和感染2019冠狀病毒病的風險,負面地影響用戶的慾望。相比之下,影響著用戶使用網上訂餐服務的意圖的因素就只有可能會導致的身體損傷和感染2019冠狀病毒病的風險。

實務方面的啓示

研究的結果,為提供網上訂餐服務的營運者和研究學者提供了重要的啟示,使他們更瞭解是什麼因素會迫使都市人在與健康息息相關的大流行病期間使用網上訂餐服務。而且,提供網上訂餐服務的公司亦可藉此重新調整其營運,以能處理客戶的憂慮和應付消費行為的變化。

研究的原創性/價值

在大流行病肆虐的背景下,本研究為網上訂餐服務提供者給予了啟示,以便他們能在後疫情時代制定新的策略和營運方法,以拓展其業務和留住消費者。

Details

European Journal of Management and Business Economics, vol. 33 no. 1
Type: Research Article
ISSN: 2444-8451

Keywords

Article
Publication date: 11 August 2023

Satender Pal Singh, Bishnu Prasad Dash, Amit Sachan and Arnab Adhikari

This article investigates the impact of the COVID-19 pandemic on the consumer preference for the attributes of online food delivery (OFD) services in India. It also shows how the…

Abstract

Purpose

This article investigates the impact of the COVID-19 pandemic on the consumer preference for the attributes of online food delivery (OFD) services in India. It also shows how the order size influences the consumer's willingness to pay (WTP) for the attributes of OFD services.

Design/methodology/approach

This work incorporates a conjoint analysis-based approach to determine the consumer preference for the attributes of OFDs such as price, delivery time, restaurant rating and packing quality during the COVID-19 pandemic. The fractional factorial design is applied for the data collection. The relative importance of the attributes and the part-worth utility of the attributes' levels have been determined. Further, the utility associated with the attributes' levels is used to find the consumer's WTP for different attributes.

Findings

The COVID-19 pandemic has changed consumer preference from price to food and packing quality in India. When the order is small, consumers exhibit a higher preference to the delivery time than packing quality. In contrast, consumers show a higher preference to packing quality than delivery time with the increase in order size. The consumer's WTP attains the highest level in case of food quality, followed by convenience and packing quality. The WTP for the attributes rises with the increase in order size.

Practical implications

The insights highlight the need for the online food delivery industry to redesign the business framework in the post-pandemic era. The hygiene and safety measures maintained by the consumers during the pandemic have significantly changed their purchasing behaviour, raising their preference for service quality (food and packing quality) of the OFD services apart from price.

Originality/value

This work determines the consumers' utility for each attribute level of OFDs, along with their relative importance. Moreover, this study contributes to the existing literature by exhibiting the impact of the COVID-19 pandemic on the consumer preference and order size on consumer's WTP for the attributes.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 28 April 2023

Erica Varese, Maria Chiara Cesarani, Bartłomiej Kabaja, Mariusz Sołtysik and Magdalena Wojnarowska

The purpose of this paper is to investigate, through a quantitative research, the impact of the COVID-19 pandemic on online food delivery in Italy and Poland, as well as to…

Abstract

Purpose

The purpose of this paper is to investigate, through a quantitative research, the impact of the COVID-19 pandemic on online food delivery in Italy and Poland, as well as to ascertain whether or not, under a consumer perspective, respondents consider such method as impacting on the environment and on food waste.

Design/methodology/approach

An empirical survey of consumers at Italian and Polish Universities was conducted using the online survey computer-assisted web interview (CAWI) method.

Findings

Results reveal that the COVID-19 pandemic has modified consumer habits in both Italy and Poland, though the researched sample does not have full knowledge of these changes. Moreover, the study has proved once again that online food delivery may impact negatively on the environment and the food waste issue.

Originality/value

This paper fills a gap in literature since, by the authors' knowledge, it is the first quantitative study analysing Italian and Polish young consumers as to online food delivery habits and their approach to sustainability aspects of this purchasing method.

Details

British Food Journal, vol. 126 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 21 April 2023

Meenal Arora, Jaya Gupta and Amit Mittal

This study aims to provide insight into consumer behavior regarding the use of food delivery apps when making purchases. To investigate the primary elements affecting users'…

Abstract

Purpose

This study aims to provide insight into consumer behavior regarding the use of food delivery apps when making purchases. To investigate the primary elements affecting users' intentions to use meal delivery applications, this study suggests an extension to the technology acceptance model through some contextual variable such as “various food choices (VFC),” “trust (TRR),” “perception of COVID-19-related risks (PCR)” and “convenience (CONV)” during the pandemic.

Design/methodology/approach

A cross-sectional data of 407 was collected in the Indian context. This research adopts the covariance-based structural modeling approach to test the hypotheses along with hierarchical regression to predict the efficiency of constructs.

Findings

Considering the outcomes, “perceived usefulness (PU)” was positively influenced by “perceived ease of use (PEOU),” “VFC” and “CONV.” In addition, the attitude (ATT) was positively impacted by “PU,” “TRR” and “PEOU.” Nevertheless, “PCR” negatively influenced ATT. In additional, this research illustrates the positive impact of ATT and PU on behavioral intention to use.

Originality/value

By confirming the technology acceptance model's capacity for explanation in relation to food delivery apps, this study adds to the body of knowledge. The primary focus of this study is on determining the direct impact of the identified determinants on the adoption of food delivery applications within the context of a pandemic situation in developing countries.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 30 March 2023

Sing Lay Teng, Suhaiza Zailani, Muhammad Khalilur Rahman, Miraj Ahmed Bhuiyan and Abdullah Al Mamun

This study has aimed to investigate the impact of service innovation capabilities (SIC), supply chain digitalization capabilities (SDC) and customer risk protection (CRP…

Abstract

Purpose

This study has aimed to investigate the impact of service innovation capabilities (SIC), supply chain digitalization capabilities (SDC) and customer risk protection (CRP) capabilities of GrabFood on customer satisfaction. GrabFood has been chosen as a case study because GrabPay is one of the Malaysian government's digital wallet partners, and GrabFood is one of the region's leading Online Food Delivery Service (OFDS) providers.

Design/methodology/approach

A total of 410 valid responses have been gathered from the GrabFood users for data analysis using the partial least square technique.

Findings

The findings reveal that SIC, SDC and CRP of GrabFood have a highly significant influence on customer satisfaction. CRP has been found to partially mediate the relationship between SIC and customer satisfaction and the relationship between SDC and customer satisfaction.

Originality/value

OFDS providers need to consider how to minimize the potential risk to be encountered by customers in delivering services that satisfy the customers. OFDS providers must identify the gap between their capabilities and customer perception and continuously improve their service quality to mitigate the gap.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Open Access
Article
Publication date: 13 November 2023

Manjula Shukla and Piyush Pandey

In the post-pandemic period and following widespread inoculation against the infection, this research aims to pinpoint the variables that affect consumers' behavioural intentions…

Abstract

Purpose

In the post-pandemic period and following widespread inoculation against the infection, this research aims to pinpoint the variables that affect consumers' behavioural intentions (BIs) towards online food delivery (OFD) services. The study goes further to investigate the potential impact of vaccine confidence (VC) in modifying the association between consumers' BI to utilise OFD services and their actual usage behaviour (UB).

Design/methodology/approach

Using information gathered through a structured questionnaire from 372 Indian customers, a proposed model based on the technology acceptance model (TAM) and theory of planned behaviour (TPB) models was put to the test using structural equation modelling (SEM).

Findings

Results demonstrate that perceptions of ease of use, attitude (ATT) and perceived behavioural control (PBC) have a favourable and significant impact on behaviour intention amongst Indian OFD users. Contrary to what the TAM and TPB models had predicted, perceived usefulness (PU) and subjective norms (SN) did not significantly affect the BI of the sample of Indian OFD users. Furthermore, the association between BI and actual UB of OFD users is not moderated by the consumers' VC.

Practical implications

The study contributes by shedding light on the variables that affect Indian OFD users' BIs after the coronavirus disease 2019 (COVID-19) pandemic era and mass immunisation and whether VC has a role to play in affecting consumer behaviour, which will aid OFD service providers, eateries and marketers in redesigning their marketing plans.

Originality/value

The present study is the first in making a literary contribution through analysis of the moderating effect of VC on the relationship between BI and actual UB. Additionally, this study presents evidence from India, one of the first nations to implement widespread COVID-19 inoculation.

Details

IIMBG Journal of Sustainable Business and Innovation, vol. 1 no. 2
Type: Research Article
ISSN: 2976-8500

Keywords

Article
Publication date: 25 May 2023

Astha Sanjeev Gupta, Jaydeep Mukherjee and Ruchi Garg

COVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour…

Abstract

Purpose

COVID-19 disrupted the lives of consumers across the globe, and the retail sector has been one of the hardest hits. The impact of COVID-19 on consumers' retail choice behaviour and retailers' responses has been studied in detail through multiple lenses. Now that the effect of COVID-19 is abating, there is a need to consolidate the learnings during the lifecycle of COVID-19 and set the agenda for research post-COVID-19.

Design/methodology/approach

Scopus database was searched to cull out academic papers published between March 2020 and June 6, 2022, using keywords; shopping behaviour, retailing, consumer behaviour, and retail channel choice along with COVID-19 (171 journals, 357 articles). Bibliometric analysis followed by selective content analysis was conducted.

Findings

COVID-19 was a black swan event that impacted consumers' psychology, leading to reversible and irreversible changes in retail consumer behaviour worldwide. Research on changes in consumer behaviour and consumption patterns has been mapped to the different stages of the COVID-19 lifecycle. Relevant research questions and potential theoretical lenses have been proposed for further studies.

Originality/value

This paper collates, classifies and organizes the extant research in retail from the onset of the COVID-19 pandemic. It identifies three retail consumption themes: short-term, long-term reversible and long-term irreversible changes. Research agenda related to the retailer and consumer behaviour is identified; for each of the three categories, facilitating the extraction of pertinent research questions for post-COVID-19 studies.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 11 April 2023

Beybala Timur, Yasin Emre Oğuz and Veysel Yilmaz

Mobile food ordering apps (MFOAs) became more popular, thanks to social distancing regulations during the COVID-19 outbreak. People started to order food using these apps more…

Abstract

Purpose

Mobile food ordering apps (MFOAs) became more popular, thanks to social distancing regulations during the COVID-19 outbreak. People started to order food using these apps more than usual. As customers seem happy to use these apps, there is always a risk of spreading infection. These facts inevitably shape customer intentions. Therefore, this study aims to empirically assess the MFOA user dining attitudes (DA), e-satisfaction (ES) and continuance intention (CI) regarding the perceived risk (PR) during the COVID-19 pandemic in Türkiye.

Design/methodology/approach

This study used structural equation modelling (SEM) in the expectation confirmation theory and technology acceptance model. Data collection instruments were derived from existing literature, and 625 questionnaires were collected via online surveys. The data collection instrument consisted of eight parts that aimed to gather information about participants’ demographics, expectation confirmation, perceived ease of use, perceived usefulness, ES, PR and CI.

Findings

Results showed significant relationships between ES, DA, PR and CI. The most remarkable finding is that while ES influences customers to reuse MFOAs, PR causes a decrease in CI.

Originality/value

This study model broadened the existing MFOA study models by adding risk factors. Also, it made a valuable contribution to emerging MFOA literature both in Türkiye and the world.

研究目的

由于 Covid-19 爆发期间的社交距离规定, 移动订餐应用程序 (MFOA) 变得更受欢迎。 人们开始比平时更多地使用这些应用程序点餐。由于客户似乎很乐意使用这些应用程序, 因此始终存在传播感染的风险。这些事实不可避免地会影响客户的使用意愿。因此, 本研究旨在实证评估 MFOA 用户在 Turkiye Covid-19 大流行期间对感知风险的用餐态度、电子满意度和持续意图。

研究设计/方法/途径

该研究在预期确认理论和技术接受模型中使用了 SEM。 数据收集工具来自现有文献, 通过在线调查收集了 625 份问卷。 数据收集工具由 8 个部分组成, 旨在收集有关参与者的人口统计信息、期望确认、感知易用性、感知有用性、电子满意度、感知风险和持续意图的信息。

研究发现

结果显示电子满意度、用餐态度、感知风险和持续意愿之间存在显着关系。 最显着的发现是, 虽然电子满意度会影响客户重复使用 MFOA, 但感知到的风险会导致持续意愿下降。

研究原创性/价值

该研究模型通过添加风险因素拓宽了现有的 MFOA 研究模型。 此外, 它还为土耳其和世界新兴的 MFOA 文献做出了宝贵贡献。

Article
Publication date: 20 June 2023

Mohamed A. Khashan, Mohamed M. Elsotouhy, Mariam Ashraf Aziz, Thamir Hamad Alasker and Mohamed A. Ghonim

The proliferation of the coronavirus disease (COVID-19) has threatened the service industry, especially the restaurant sector, requiring innovative ways to help restaurants…

Abstract

Purpose

The proliferation of the coronavirus disease (COVID-19) has threatened the service industry, especially the restaurant sector, requiring innovative ways to help restaurants overcome this challenge. Thus, based on the stimulus–organism–response (SOR) model, the purpose of this study is to examine the role of customers' perception of a restaurant's innovativeness (CPRI) in brand evangelism by mediating customer engagement (CE). Additionally, this study examines the moderating role of customer openness to experience.

Design/methodology/approach

A Web-based survey collected the primary data from 483 Egyptian customers. The data were analysed using the partial least squares structural equation modelling method based on WarpPLS.7 software.

Findings

According to the findings, CPRI, which acts as a stimulus in the SOR model, positively affects CE (organism) and brand evangelism (response). CE positively affects restaurant evangelism. Additionally, CE mediates the relationship between CPRI and evangelism. Openness to experience moderates the relationship between CPRI, engagement and brand evangelism.

Research limitations/implications

This study addresses the gaps in understanding CE and brand evangelism within the context of restaurant innovation. This study assesses restaurant innovativeness scales of developing economies in multiple dimensions. Egyptian restaurant marketing managers should innovate products, services, experiences, and promotions to increase consumer engagement and feedback through technology.

Originality/value

This study investigates how Egyptian restaurants engage with and evangelise customers through innovation. This is one of the few studies that examine brand evangelism in a restaurant setting from the perspective of the SOR theory. Additionally, this study analyses CE as a mediator and openness to experience as a moderator.

Details

International Journal of Contemporary Hospitality Management, vol. 36 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 27 September 2023

Shahid Hassan, Wai Chuen Poon and Ibiwani Alisa Hussain

This study aims to acknowledge the social capital challenges faced by female entrepreneurs in Small Island Developing States (SIDS), specifically the Maldives. As budding female…

Abstract

Purpose

This study aims to acknowledge the social capital challenges faced by female entrepreneurs in Small Island Developing States (SIDS), specifically the Maldives. As budding female entrepreneurs in a predominantly traditional culture are somewhat limited in their quest for economic empowerment, this study aims to clarify the role of social capital dimensions – structural, relational and cognitive – in shaping entrepreneurial intentions among women in the Maldives.

Design/methodology/approach

Data were gathered from 325 female business students from ten tertiary educational institutions in the Maldives. After establishing its validity and reliability, the data were analysed using partial least squares structural equation modelling, including hypothesis testing.

Findings

Structural social capital (SSC) has a significant positive influence on attitude (ATE), subjective norms (SNs), perceived behavioural control (PBC) and entrepreneurial intention (EI). Relational social capital (RSC) has a significant positive influence on ATE and SNs and a significant negative influence on PBC and EI; cognitive social capital (CSC) has a significant positive influence on ATE, SNs and PBC, but does not significantly influence EI. Additionally, ATE, SNs and PBC are significantly associated with EI. The results also show that the indirect and direct effects through the mediation of ATE, SNs and PBC are significant in the relationship between SSC, RSC and EI. Furthermore, this study reveals an indirect effect on the relationship between CSC and EI.

Research limitations/implications

The findings outline the intricate mechanism by which social capital influences EI. These findings provide useful insights for establishing policies and organising relevant programmes to promote female entrepreneurship in SIDS.

Originality/value

To the best of the authors’ knowledge, this study is one of the first to examine the role of social capital in a unique setting, such as SIDS. Moreover, this study integrates the heterogeneous role of social capital into the female EI model. This highlights the urgency of developing relevant social capital among women to promote EI.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 16 no. 1
Type: Research Article
ISSN: 2053-4604

Keywords

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