An integrated model to decipher online food delivery app adoption behavior in the COVID-19 pandemic

ABSTRACT

The demand for online food delivery has increased considerably throughout the world during the COVID-19 pandemic. Consumers’ habits in searching for information on and making decisions about ready-to-eat food have changed remarkably during this time. The purpose of this research is to explore consumers’ use of online food delivery services (OFDS) during the pandemic via applications (apps) and the moderating role played by the consumers’ perceived trust in the information. Data were collected from 246 users through e-mail and structural equation modeling using PLS-3 was used to analyze the data. We have shown 12 recent insights into OFDAs behavioral intention. We found that information and food service attributes influence the perceived usefulness of OFDS and ultimately shape the respondents’ intention to use it. Behavioral intention toward OFDS and perceived trust have a considerable influence on the use of OFDA. This research offers insights into the effects of the pandemic on the food delivery market and shows the dynamics of the interrelationships among various information- and restaurant-related attributes that lead to actual use.

KEYWORDS:

• COVID-19
• information adoption behavior
• mobile applications
• online food delivery services
• perceived trust

Disclosure statement

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