Overview of the Adoption of Online Food Ordering Services in Spain and India. An Analytical Approach Based on the Stimulus-Organism-Response Model

Abstract

COVID-19 pandemic, the foodservice industry has had to modify the way it offers its services. The aim of this paper is to examine the drivers of intention to use and recommendation of online food delivery (OFD) using the SOR model, to analyze the perceived risk of COVID-19 and its relationship with the perceived risk for online purchase of OFD as well as to analyze the cultural effect between Spain and India. For this purpose, an online questionnaire was developed by obtaining a sample of 422 users and structural equation modeling (PLS-SEM) was used to determine which variables had a significant influence on the adoption of the OFD. The results confirm that attitude is the main antecedent of intention to use and recommendation, in contrast to the subjective norm relationships, where it was only confirmed by recommendation. This finding demonstrates how individuals’ attitude toward intention and recommendation is more favorable than influence of third parties on decisions.

Keywords:

• Online food delivery
• SOR model
• intention to use
• recommendation
• cultural effect

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No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Francisco Liébana-Cabanillas

Francisco Liébana-Cabanillas is Full Professor in Marketing and Market Research at University of Granada (Spain). His main area of research and interest in the field is the effectiveness of mobile and online banking, Internet consumer Behavior, social media and tourism.

Juan Miguel Alcántara-Pilar

Juan Miguel Alcántara-Pilar is Associate Professor of Marketing at University of Granada (Spain) at the Faculty of Education, Economy and Technology of Ceuta. His areas of specialization are Marketing Online, Cross-Cultural Marketing, Language Effect on Consumer Behavior and Behaviors in Multi-Racial Communities.

Nidhi Singh

Nidhi Singh has an experience of more than 17 years in teaching and corporate. At present she is working with Jaipuria Institute of Management, Noida as Associate Professor in Finance Area. She has done her Ph.D. from GGSIP University, Delhi. She has qualified UGC Net also.

Vanja Pavluković

Vanja Pavluković is a Full Professor at the University of Novi Sad Faculty of Sciences, Department of Geography, Tourism and Hotel Management. Her primary research areas are destination competitiveness, event management and travel agency management.