The phantom of ghost kitchens
Examining the influence of knowledge, eWOM, perceived benefits and trust on purchase decisions
Bibliographic Data
| ID | 21295188 |
|---|---|
| Authors | Muhammad Safuan Abdul Latip (0000-0003-3527-1014, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Terengganu Kampus Dungun), Muhammad Afiq Zulkifly (Irkaz Gourmet Sdn Bhd , Cyberjaya), Nurul Syahirah Idris (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Selangor Kampus Puncak Alam , Bandar Puncak Alam), Gary Daniels (0009-0000-0397-9769, Sunway University) |
| Year | 2025 |
| Volume | 127 |
| Issue | 10 |
| Pages | 3671-3688 |
| Publication date | 2025-09-10 |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-03-2025-0322 |
| OpenAlex | W4412826595 |
| Language | EN |
| Citations received | 2 |
| References cited | 34 |
Purpose Ghost kitchens are reshaping the food service industry by leveraging technology to optimise operations and meet the rising demand for convenient, high-quality meal delivery. Despite being a relatively new model, their growth potential is substantial. This study examines the factors driving customer purchase decisions, with a focus on the mediating roles of perceived benefits and trust in product assurance. Design/methodology/approach A quantitative, correlational study was conducted, targeting consumers aged 18 and above with prior experience of purchasing from ghost kitchens. Data were collected in Klang Valley, Malaysia, and 292 valid responses were analysed using SPSS and SmartPLS. The reliability and validity of the data were confirmed. Findings The results indicate that customer knowledge, perceived benefits, and trust in product assurance directly influence purchase decisions, while electronic word-of-mouth does not. However, electronic word-of-mouth indirectly influences purchase decisions through perceived benefits and trust in product assurance. Furthermore, perceived benefits and trust in product assurance were identified as significant mediators between customer knowledge and purchase decisions. Originality/value This study advances ghost kitchens research by uncovering the cognitive and perceptual factors that shape consumer purchase decisions. Unlike previous studies that primarily focused on operational efficiency and the direct benefits of ghost kitchens from the consumer’s perspective, this study specifically examines the cognitive and perceptual factors that directly influence actual purchasing behaviour. By empirically validating these relationships, this study contributes to refining consumer decision-making models within the context of digital food service platforms
Advertising · Business · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing · Psychology
| Citations per year | 2 |
|---|---|
| Citation span | 2026 - 2026 (1) |
| Highly cited | No |