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Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia

Malaysia’s online food delivery (OFD) has developed into a vibrant scene. Urban dwellers are slowly getting used to the idea of OFD services as the new normal for eating out at the times of COVID-19. During the movement control order (MCO), government initiatives and movement restrictions propelled...

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Main Authors: Poon, Wai Chuen, Tung, Serene En Hui
Format: Article
Language:English
English
Published: Taylor and Francis Ltd. 2022
Subjects:
HF5001-6182 Business
Online Access:https://eprints.ums.edu.my/id/eprint/33820/3/Consumer%20risk%20perception%20of%20online%20food%20delivery%20during%20the%20COVID-19%20Movement%20Control%20Order%20%28MCO%29%20in%20Malaysia.pdf
https://eprints.ums.edu.my/id/eprint/33820/2/Consumer%20risk%20perception%20of%20online%20food%20delivery%20during%20the%20COVID-19%20Movement%20Control%20Order%20%28MCO%29%20in%20Malaysia%20_ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/33820/
https://www.tandfonline.com/doi/pdf/10.1080/15378020.2022.2054657?casa_token=f9Mlklrd7fcAAAAA:XZ6452k-ytvOziey8GDY082RHS9op95n84mac4-cjns_6JtW--T3Pobgb6NlLa2ex_ANGYxcBlTi
https://doi.org/10.1080/15378020.2022.2054657
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spelling my.ums.eprints.338202022-08-16T07:55:31Z https://eprints.ums.edu.my/id/eprint/33820/ Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia Poon, Wai Chuen Tung, Serene En Hui HF5001-6182 Business Malaysia’s online food delivery (OFD) has developed into a vibrant scene. Urban dwellers are slowly getting used to the idea of OFD services as the new normal for eating out at the times of COVID-19. During the movement control order (MCO), government initiatives and movement restrictions propelled OFD services into the limelight, allowing locals the opportunity to support their favorite local businesses. Using model goal-directed behavior (MGB), this study investigated the effect of consumers’ perceived risk (e.g., performance risk, privacy risk, financial risk, physical risk, and COVID-19 risk) on their use of OFD services. The results of the partial least squares-structural equation modeling (PLS-SEM) analysis of 339 responses indicates that perceived risk negatively affects consumers’ desire to use OFD services, while perceived physical risk and COVID-19 risk negatively affect their intention to use OFD services. Further, the study uncovers the moderating role of perceived risk in the relationship between desire and intention. This study offers insights to OFD service providers in formulating new business strategies and propositions for business growth and consumer retention in the post-pandemic world. Taylor and Francis Ltd. 2022 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/33820/3/Consumer%20risk%20perception%20of%20online%20food%20delivery%20during%20the%20COVID-19%20Movement%20Control%20Order%20%28MCO%29%20in%20Malaysia.pdf text en https://eprints.ums.edu.my/id/eprint/33820/2/Consumer%20risk%20perception%20of%20online%20food%20delivery%20during%20the%20COVID-19%20Movement%20Control%20Order%20%28MCO%29%20in%20Malaysia%20_ABSTRACT.pdf Poon, Wai Chuen and Tung, Serene En Hui (2022) Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia. Journal of Foodservice Business Research. pp. 1-21. ISSN 1537-8039 https://www.tandfonline.com/doi/pdf/10.1080/15378020.2022.2054657?casa_token=f9Mlklrd7fcAAAAA:XZ6452k-ytvOziey8GDY082RHS9op95n84mac4-cjns_6JtW--T3Pobgb6NlLa2ex_ANGYxcBlTi https://doi.org/10.1080/15378020.2022.2054657
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic HF5001-6182 Business
spellingShingle HF5001-6182 Business
Poon, Wai Chuen
Tung, Serene En Hui
Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia
description Malaysia’s online food delivery (OFD) has developed into a vibrant scene. Urban dwellers are slowly getting used to the idea of OFD services as the new normal for eating out at the times of COVID-19. During the movement control order (MCO), government initiatives and movement restrictions propelled OFD services into the limelight, allowing locals the opportunity to support their favorite local businesses. Using model goal-directed behavior (MGB), this study investigated the effect of consumers’ perceived risk (e.g., performance risk, privacy risk, financial risk, physical risk, and COVID-19 risk) on their use of OFD services. The results of the partial least squares-structural equation modeling (PLS-SEM) analysis of 339 responses indicates that perceived risk negatively affects consumers’ desire to use OFD services, while perceived physical risk and COVID-19 risk negatively affect their intention to use OFD services. Further, the study uncovers the moderating role of perceived risk in the relationship between desire and intention. This study offers insights to OFD service providers in formulating new business strategies and propositions for business growth and consumer retention in the 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 Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia
title_short Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia
title_full Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia
title_fullStr Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia
title_full_unstemmed Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia
title_sort consumer risk perception of online food delivery during the covid-19 movement control order (mco) in malaysia
publisher Taylor and Francis Ltd.
publishDate 2022
url https://eprints.ums.edu.my/id/eprint/33820/3/Consumer%20risk%20perception%20of%20online%20food%20delivery%20during%20the%20COVID-19%20Movement%20Control%20Order%20%28MCO%29%20in%20Malaysia.pdf
https://eprints.ums.edu.my/id/eprint/33820/2/Consumer%20risk%20perception%20of%20online%20food%20delivery%20during%20the%20COVID-19%20Movement%20Control%20Order%20%28MCO%29%20in%20Malaysia%20_ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/33820/
https://www.tandfonline.com/doi/pdf/10.1080/15378020.2022.2054657?casa_token=f9Mlklrd7fcAAAAA:XZ6452k-ytvOziey8GDY082RHS9op95n84mac4-cjns_6JtW--T3Pobgb6NlLa2ex_ANGYxcBlTi
https://doi.org/10.1080/15378020.2022.2054657
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score 13.211869

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