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From brick and mortar to click and order: consumers' online food delivery service perceptions post - pandemic

Sharma, Shavneet and Devi, Kritika and Naidu, Samantha and Sharma, Tuma and Singh, Gurmeet and Slack, Neale J. (2023) From brick and mortar to click and order: consumers' online food delivery service perceptions post - pandemic. British Food Journal, NA . NA. ISSN 0007-070X

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Purpose This study explores consumers' intentions to utilize online food delivery services (OFDS) in a shared economy beyond the COVID-19 pandemic, employing the protection motivation theory (PMT) as the underlying framework. Design/methodology/approach Utilizing a random sampling technique, a quantitative approach was employed to gather responses from 347 Australian consumers. The proposed model was tested through covariance-based structural equation modelling. Findings The findings of this study demonstrate significant positive relationships between restaurant credibility, food quality, e-service quality, price, online food delivery applications, consumer e-satisfaction and e-loyalty. It reveals that consumers satisfied with OFDS may continue exhibiting e-loyalty intentions in a shared economy beyond COVID-19. The relationship between consumer e-satisfaction and e-loyalty intention is moderated by consumer-perceived COVID-19 risk. Practical implications This study offers practical implications for online food delivery providers, restaurants, regulators, application developers and policymakers. These implications aim to enhance the e-service quality, price value, usefulness and security of OFDS, along with strategies to improve the online food delivery application. Originality/value This study contributes to the existing body of knowledge by examining a unique selection of antecedents, including the OFDS app, to determine consumer e-satisfaction and e-loyalty in the context of a shared economy beyond COVID-19. The utilization of the OFDS app as a second-order construct adds a meaningful contribution to the OFDS literature. Furthermore, this study investigates and contributes to the limited understanding of the moderation effect of consumer-perceived COVID-19 risk on consumer e-satisfaction and their intended continued use of OFDS.

Item Type: Journal Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business and Management (SBM)
Depositing User: Shavneet Sharma
Date Deposited: 28 Aug 2023 23:00
Last Modified: 28 Aug 2023 23:00

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