Korean consumers' use and concerns about food delivery service.

Abstract

Despite the rapid growth of the online food delivery service market since the outbreak of coronavirus disease 2019, little research has focused on how consumers are using food delivery service and what they are concerned about when using food delivery service. Moreover, previous studies have not paid adequate attention to how these concerns are related to consumers' intention to use food delivery service. Therefore, our study examines behaviors and concerns regarding food delivery service and identifies the key factors in consumers' intention to use food delivery service. Using data collected from 549 Korean consumers, we conducted descriptive analysis, exploratory factor analysis, and multiple regressions. We found that using food delivery service is not only for main meals at home or the office but also to meet a variety of dietary needs and occasions. The findings indicated that Korean consumers are most concerned about the sustainability of food delivery service, followed by health, hygiene, hedonic, and usability aspects of the service. Hygiene concerns and a hedonic aspect of the service were negatively associated with consumers' intention to use food delivery service among users, while health concerns decreased the intention of non-users. The findings have implications for practitioners and policy makers in food delivery service. To further propel market growth, they should help reduce health concerns of non-users, as well as hygiene and hedonic concerns of existing users.