Overview of the Adoption of Online Food Ordering Services in Spain and India. An Analytical Approach Based on the Stimulus-Organism-Response Model

Abstract

COVID-19 pandemic, the foodservice industry has had to modify the way it offers its services. The aim of this paper is to examine the drivers of intention to use and recommendation of online food delivery (OFD) using the SOR model, to analyze the perceived risk of COVID-19 and its relationship with the perceived risk for online purchase of OFD as well as to analyze the cultural effect between Spain and India. For this purpose, an online questionnaire was developed by obtaining a sample of 422 users and structural equation modeling (PLS-SEM) was used to determine which variables had a significant influence on the adoption of the OFD. The results confirm that attitude is the main antecedent of intention to use and recommendation, in contrast to the subjective norm relationships, where it was only confirmed by recommendation. This finding demonstrates how individuals’ attitude toward intention and recommendation is more favorable than influence of third parties on decisions.