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Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior

Since the COVID-19 pandemic, online-to-offline food delivery service (O2OFDS) has become increasingly popular around the world. Employees constitute a major user segment of O2OFDS but are seldom studied from the perspective of consumer behavior. Digitalization has changed the way people work and liv...

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Main Authors: Yao, Pinyi, Li, Yezheng
Format: Article
Published: Elsevier Ltd 2024
Online Access:http://psasir.upm.edu.my/id/eprint/105822/
https://www.sciencedirect.com/science/article/pii/S0969698923003600
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spelling my.upm.eprints.1058222024-04-05T03:34:10Z http://psasir.upm.edu.my/id/eprint/105822/ Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior Yao, Pinyi Li, Yezheng Since the COVID-19 pandemic, online-to-offline food delivery service (O2OFDS) has become increasingly popular around the world. Employees constitute a major user segment of O2OFDS but are seldom studied from the perspective of consumer behavior. Digitalization has changed the way people work and live, making O2OFDS usage and sedentary behavior common among employees in various organizations. This study aims to investigate the factors influencing employees’ continued intention to use O2OFDS and the effect of sedentary behavior on their subsequent actual use. A research framework based on the expectation confirmation model was proposed, and a two-stage online survey was conducted in China, with 328 valid responses used in data analysis. Partial least squares structural equation modeling was adopted to analyze the data. The results suggest that satisfaction, perceived time-saving, perceived promotion, and desire for food positively affected employees’ continued intention to use O2OFDS. Furthermore, sedentary behavior was positively related to employees’ actual use of O2OFDS and weakened the effect of intention on actual use. The study offers insights for marketers to refine their strategies and enhance customer engagement, as well as for consumers, particularly those who are employed, to balance their use of O2OFDS. Elsevier Ltd 2024-01 Article PeerReviewed Yao, Pinyi and Li, Yezheng (2024) Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior. Journal of Retailing and Consumer Services, 76. art. no. 103609. pp. 1-10. ISSN 0969-6989; ESSN: 1873-1384 https://www.sciencedirect.com/science/article/pii/S0969698923003600 10.1016/j.jretconser.2023.103609
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Since the COVID-19 pandemic, online-to-offline food delivery service (O2OFDS) has become increasingly popular around the world. Employees constitute a major user segment of O2OFDS but are seldom studied from the perspective of consumer behavior. Digitalization has changed the way people work and live, making O2OFDS usage and sedentary behavior common among employees in various organizations. This study aims to investigate the factors influencing employees’ continued intention to use O2OFDS and the effect of sedentary behavior on their subsequent actual use. A research framework based on the expectation confirmation model was proposed, and a two-stage online survey was conducted in China, with 328 valid responses used in data analysis. Partial least squares structural equation modeling was adopted to analyze the data. The results suggest that satisfaction, perceived time-saving, perceived promotion, and desire for food positively affected employees’ continued intention to use O2OFDS. Furthermore, sedentary behavior was positively related to employees’ actual use of O2OFDS and weakened the effect of intention on actual use. The study offers insights for marketers to refine their strategies and enhance customer engagement, as well as for consumers, particularly those who are employed, to balance their use of O2OFDS.
format Article
author Yao, Pinyi
Li, Yezheng
spellingShingle Yao, Pinyi
Li, Yezheng
Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior
author_facet Yao, Pinyi
Li, Yezheng
author_sort Yao, Pinyi
title Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior
title_short Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior
title_full Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior
title_fullStr Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior
title_full_unstemmed Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior
title_sort why employees continue to use o2o food delivery services? moderating role of sedentary behavior
publisher Elsevier Ltd
publishDate 2024
url http://psasir.upm.edu.my/id/eprint/105822/
https://www.sciencedirect.com/science/article/pii/S0969698923003600
_version_ 1797911367992213504
score 13.211869

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