Cover Image

The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk

Purpose – This study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate...

Full description

Saved in:
Bibliographic Details
Main Authors: Poon, Wai Chuen, Tung, Serene En Hui
Format: Article
Published: Emerald Publishing Limited 2022
Subjects:
BF Psychology
H Social Sciences (General)
Online Access:http://eprints.sunway.edu.my/1977/
http://doi.org/10.1108/EJMBE-04-2021-0128
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.sunway.eprints.1977
record_format eprints
spelling my.sunway.eprints.19772022-04-13T01:30:51Z http://eprints.sunway.edu.my/1977/ The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk Poon, Wai Chuen Tung, Serene En Hui BF Psychology H Social Sciences (General) Purpose – This study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate consumer perceived risk on the use of OFD services. Design/methodology/approach – Responses of food delivery services users were collected online throughout April 2020 to understand their risk profile and behaviour. A total of 339 responses were collected and subsequently analysed using partial least square (PLS). Both measurement and structural model were evaluated to ensure that the structural equation modelling (SEM) is valid. Findings – The results revealed that attitude (ATT), subjective norm (SN), positive anticipated emotion (PAE) and negative anticipated emotion (NAE) and perceived behavioural control (PBC) significantly influenced users’ desire. It was also found that PBC significantly influenced users’ intention. The empirical result suggests that performance, privacy, financial, physical and the risk of contracting COVID-19 negatively influenced users’ desire. In contrast, only physical and the risk of contracting COVID-19 negatively influenced users’ intention to use OFD services. Practical implications – These findings provide OFD service providers and scholars with significant insights into what compels urbanites to adopt OFD services amid a health pandemic. It also allows OFD companies to realign their operation in addressing these concerns and changes in consumer behaviour. Originality/value – Against the backdrop of the pandemic, this study provides insights for OFD providers in developing new strategies and approaches for business development and consumer retention in a post-pandemic world. Emerald Publishing Limited 2022-03-21 Article PeerReviewed Poon, Wai Chuen and Tung, Serene En Hui (2022) The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk. European Journal of Management and Business Economics. ISSN 2444-8494 http://doi.org/10.1108/EJMBE-04-2021-0128 doi:10.1108/EJMBE-04-2021-0128
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
topic BF Psychology
H Social Sciences (General)
spellingShingle BF Psychology
H Social Sciences (General)
Poon, Wai Chuen
Tung, Serene En Hui
The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
description Purpose – This study aims to understand consumer behaviour in the context of online food delivery (OFD), especially given the mandatory lockdown imposed in some countries that have modified the behaviour of consumers. Using model goal-directed behaviour (MGB), this study was conducted to investigate consumer perceived risk on the use of OFD services. Design/methodology/approach – Responses of food delivery services users were collected online throughout April 2020 to understand their risk profile and behaviour. A total of 339 responses were collected and subsequently analysed using partial least square (PLS). Both measurement and structural model were evaluated to ensure that the structural equation modelling (SEM) is valid. Findings – The results revealed that attitude (ATT), subjective norm (SN), positive anticipated emotion (PAE) and negative anticipated emotion (NAE) and perceived behavioural control (PBC) significantly influenced users’ desire. It was also found that PBC significantly influenced users’ intention. The empirical result suggests that performance, privacy, financial, physical and the risk of contracting COVID-19 negatively influenced users’ desire. In contrast, only physical and the risk of contracting COVID-19 negatively influenced users’ intention to use OFD services. Practical implications – These findings provide OFD service providers and scholars with significant insights into what compels urbanites to adopt OFD services amid a health pandemic. It also allows OFD companies to realign their operation in addressing these concerns and changes in consumer behaviour. Originality/value – Against the backdrop of the pandemic, this study provides insights for OFD providers in developing new strategies and approaches for business development and consumer retention in a post-pandemic world.
format Article
author Poon, Wai Chuen
Tung, Serene En Hui
author_facet Poon, Wai Chuen
Tung, Serene En Hui
author_sort Poon, Wai Chuen
title The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
title_short The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
title_full The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
title_fullStr The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
title_full_unstemmed The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk
title_sort rise of online food delivery culture during the covid-19 pandemic: an analysis of intention and its associated risk
publisher Emerald Publishing Limited
publishDate 2022
url http://eprints.sunway.edu.my/1977/
http://doi.org/10.1108/EJMBE-04-2021-0128
_version_ 1731228853537341440
score 13.211869

Similar Items