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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

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Article
Publication date: 23 July 2019

Craig Henry

492

Abstract

Details

Strategy & Leadership, vol. 47 no. 4
Type: Research Article
ISSN: 1087-8572

Content available
Book part
Publication date: 29 August 2022

Aaditeshwar Seth

Abstract

Details

Technology and (Dis)Empowerment: A Call to Technologists
Type: Book
ISBN: 978-1-80382-393-5

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