The effect of consumption value on consumer changes behavior in usage of food delivery applica-tions in the era of society 5.0

Abstract

The outbreak of the Covid-19 pandemic and the introduction of Society 5.0 by the Japanese government in 2019 have resulted in significant changes to consumer behavior. The aim of this research is to examine the impacts of consumption value on customers' behavioral shifts. Furthermore, quantitative methods were used with a sample of 344 respondents, and data analysis using the structural equation model with the Lisrel 8.72 application. The stages in the structural equation analysis of this model are: development of theoretical models, development of path diagrams, conversion of path diagrams to structural equations, selecting input matrices and types of estimates, identifying models, assessing goodness of fit criteria, and interpreting results. The results obtained showed that consumers' attitudes and habits toward utilizing meal delivery applications can be influenced by factors such as their social, conditional, emotional, epistemic, and functional values. In the use of food delivery applications, consumers are not only interested in tangible benefits, but also in less tangible benefits, such as information provided by businesses.