Abstract
Despite the dramatic increase in the online food business, empirical studies on behavioral intentions across different purchase levels have been overlooked. This study is intended to assess behavioral intention towards online food purchasing including e-service quality, food quality, perceived value, and customer satisfaction across three different purchasing levels: light, medium, and heavy purchasers. A survey of 475 online food purchasers was conducted from in Bandung City, Indonesia. The results show that the formation model of behavioral intention including e-service quality, food quality, perceived value, and customer satisfaction is reliable. Further, the analysis results have also revealed that there is evidence of differences when the variables were tested across purchase levels. Lastly, this study emphasizes that food quality is an important factor in influencing behavioral intention across all online food purchase levels. The consequences of these findings were examined from both theoretical and managerial practices perspectives.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
