Adoption of mobile food ordering apps for O2O food delivery services during the COVID-19 outbreak

Adnan Muhammad Shah · Xiangbin Yan · Abdul Qayyum

84 citations0/0 files storedBritish Food Journal

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Purpose The purpose of this paper is to develop a model to examine how different technological and cognitive cues related to mobile food ordering applications (MFOAs) impact diners' intentions to use MFOAs continuously. The moderating role of national household demographics was also assessed in the online-to-offline (O2O) food delivery services (FDS) context. Design/methodology/approach Drawing insights from the uses and gratification (U&G) theory, an online sample survey of 968 valid respondents who had ordered or purchased food through delivery apps during the COVID-19 outbreak in China was used for the analysis. The proposed model was empirically tested using structural equation modeling. Findings The results revealed that cues in MFOAs (i.e. ease of use, convenience, price saving orientation, the listing of various food choices, exploring restaurant patterns, and compatibility) directly influenced diners' e-satisfaction and that intention to use continuously is triggered by e-satisfaction during the COVID-19 crisis. Moreover, this study found that collectivist household diners emphasized ease of use, convenience, and compatibility. Comparatively, individualistic household diners placed more importance upon price saving orientation and listing of various food choices during the pandemic. Originality/value The authors offer a new insight into customers' dining choices by extending the scope of O2O services in the food industry. The findings contribute to understanding diners' purchase decision-making processes regarding MFOAs' O2O-FDS during the COVID-19 crisis. The multi-group comparison via national household demographics also provides a new perspective regarding different dining preferences toward O2O-FDS.

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References

1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2010Online social networks: Why do students use facebook?2016Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services 2020COVID-19: potential effects on Chinese citizens’ lifestyle and travel 2019Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse 2020Purchase intention and purchase behavior online: A cross-cultural approach 2019Why do people use food delivery apps (FDA)? A uses and gratification theory perspective

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