Online food delivery services and consumers' purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model

Abstract

Online food delivery services are a growing sector of the hospitality industry. As such, it is important to gain a better understanding of the factors that influence consumer attitudes and purchase intention. Accordingly, this study was designed to investigate the influence of perceived benefits (convenience, trust, order accuracy, and variety of choices), perceived risks (psychological risks, financial risks, and product risks), and online persuasion through central routes (argument quality) and peripheral routes (image appeal, navigation design, social presence, and connectedness) on consumer attitudes and purchase intention by integrating theory of planned behavior, theory of perceived risks, and the elaboration likelihood model. Mediation relationships were also examined. Based on an online survey of 814 participants living in the United States, it was found that perceived benefits, perceived risks, and online persuasion influenced consumer attitudes and purchase intention. Theoretical and practical implications, as well as directions for future research, are also discussed in this paper.