Adoption of mobile food ordering apps for O2O food delivery services during the Covid-19 outbreak
Bibliographic Data
| ID | 21296648 |
|---|---|
| Authors | Adnan Muhammad Shah (0000-0002-9638-3514, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology), Xiangbin Yan (0000-0001-7442-1244, University of Science and Technology Beijing), Abdul Qayyum (0000-0002-1296-4195, Riphah International University) |
| Year | 2022 |
| Volume | 124 |
| Issue | 11 |
| Pages | 3368-3395 |
| Publication date | 2022-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-09-2020-0781 |
| OpenAlex | W3215549880 |
| Language | EN |
| Citations received | 11 |
| References cited | 48 |
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
Business · Collectivism · Economics · Gratification · Originality · Structural equation modeling · Usability · Computer Science · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing · Psychology · Social Psychology
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| Unique citing works | 11 |
|---|---|
| Citations per year | 3,67 |
| Citation span | 2023 - 2026 (4) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 8 |