Abstract
Despite the popularity of online food delivery systems in the foodservice industry, there have been few studies into customers’ decision-making process to use online food delivery services during the Coronavirus disease (COVID-19) pandemic. This study applied the technology acceptance model (TAM) to examine the factors affecting customers’ intention to use online food delivery services. Results showed (a) the perceived usefulness affects customer’s online food delivery usage directly and indirectly through customer attitude; (b) enjoyment and trust are also key factors determining behavior intention toward customer attitude using online food delivery services; (c) positive relationship between social influence and customer attitude; and (d) a positive relationship between customer attitude and behavior intention in the online food delivery service context. These findings provide theoretical and managerial implications that contribute to the online food delivery service industry.
Highlights
According to the World Health Organization (WHO), the 2019 coronavirus disease (COVID-19) erupted in China in December 2019 and expanded as a global pandemic on 11 March 2020 [1]
Because COVID-19 has a high risk of death and human-to-human transmission, self-quarantine, wearing a mask in public, social distancing, and restriction of people’s movement have been strongly recommended by WHO [1]
After technology acceptance model (TAM) without attitude was proposed [19], many empirical studies have suggested the direct impact of beliefs on behavioral intention and the relations among beliefs (e.g., Perceived Usefulness (PU), Ease of Use (EOU), enjoyment, and/or trust)
Summary
According to the World Health Organization (WHO), the 2019 coronavirus disease (COVID-19) erupted in China in December 2019 and expanded as a global pandemic on 11 March 2020 [1]. Few studies have examined the factors influencing customers’ decision making toward the use of online food delivery services, especially under pandemic conditions [10]. The purpose of the study is to examine the factors affecting customers’ online food delivery services usage by applying TAM and other factors (e.g., enjoyment, trust, and social influence) to provide a comprehensive model during the COVID-19 pandemic. Factors motivating customers to use online food delivery services under the COVID-19 pandemic are needed to understand customers’ decision-making process and help the foodservice business survive in this era. After TAM without attitude was proposed [19], many empirical studies have suggested the direct impact of beliefs on behavioral intention and the relations among beliefs (e.g., PU, EOU, enjoyment, and/or trust). Except for socio-demographic information, were measured using a 7-point Likert scale anchored by “strongly disagree (1)” and “strongly agree (7).”
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