Investigating the consumption behavior of young adults using online food delivery platforms during the COVID-19 pandemic

Yi Leung · Dickson K.W. Chiu · Ruwen Tian

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Purpose Online food delivery has been prevalent in recent years worldwide, especially during the COVID-19 pandemic, and people's consumption behaviors have changed significantly. This study aims to investigate the consumption behavior of young adults using online food delivery platforms during the COVID-19 pandemic and focuses on the dominant factors influencing their decision to use online food delivery platforms. Design/methodology/approach Semi-structured interviews including 14 young adults aged 18–25 living in Hong Kong were conducted to collect data about their perspectives on online food delivery platforms in five areas. This research adopted the stimulus-organism-response model (S-O-R model) to analyze how the factors influence young adult users' loyalty and satisfaction with online food delivery platforms. Findings Thematic analyses revealed that young adults were attracted to online food delivery platforms for their numerous benefits. They had a high frequency of usage and significant spending. Usability, usefulness, satisfaction and loyalty influenced young adults' behaviors on online food delivery platforms. Participants were overall satisfied with their experiences, but platforms still had room for improvement. Originality/value Few prior studies investigated the factors affecting the consumer experience and behavioral intention of online food delivery for young adults in Asia. This study contributes to understanding young adults' experiences and problems with online food delivery platforms. It provides practical insights for system engineers and designers to improve the current services and for the governments to enhance the existing regulatory loopholes.

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References

2002Assessing the Validity of IS Success Models: An Empirical Test and Theoretical Analysis 2019Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse 2021AI-Driven Cybersecurity: An Overview, Security Intelligence Modeling and Research Directions 2021The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country 2020What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period?2020How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework 2020Food consumption behavior during the COVID‐19 pandemic 2018Theoretical and Conceptual Framework: Mandatory Ingredients of a Quality Research

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