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Consumer behavior of mobile food ordering app users during COVID-19: dining attitudes, e-satisfaction, perceived risk, and continuance intention

Consumer behavior of mobile food ordering app users during COVID-19: dining attitudes,... Mobile food ordering apps (MFOAs) became more popular, thanks to social distancing regulations during the COVID-19 outbreak. People started to order food using these apps more than usual. As customers seem happy to use these apps, there is always a risk of spreading infection. These facts inevitably shape customer intentions. Therefore, this study aims to empirically assess the MFOA user dining attitudes (DA), e-satisfaction (ES) and continuance intention (CI) regarding the perceived risk (PR) during the COVID-19 pandemic in Türkiye.Design/methodology/approachThis study used structural equation modelling (SEM) in the expectation confirmation theory and technology acceptance model. Data collection instruments were derived from existing literature, and 625 questionnaires were collected via online surveys. The data collection instrument consisted of eight parts that aimed to gather information about participants’ demographics, expectation confirmation, perceived ease of use, perceived usefulness, ES, PR and CI.FindingsResults showed significant relationships between ES, DA, PR and CI. The most remarkable finding is that while ES influences customers to reuse MFOAs, PR causes a decrease in CI.Originality/valueThis study model broadened the existing MFOA study models by adding risk factors. Also, it made a valuable contribution to emerging MFOA literature both in Türkiye and the world. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Consumer behavior of mobile food ordering app users during COVID-19: dining attitudes, e-satisfaction, perceived risk, and continuance intention

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References (51)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-04-2021-0129
Publisher site
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Abstract

Mobile food ordering apps (MFOAs) became more popular, thanks to social distancing regulations during the COVID-19 outbreak. People started to order food using these apps more than usual. As customers seem happy to use these apps, there is always a risk of spreading infection. These facts inevitably shape customer intentions. Therefore, this study aims to empirically assess the MFOA user dining attitudes (DA), e-satisfaction (ES) and continuance intention (CI) regarding the perceived risk (PR) during the COVID-19 pandemic in Türkiye.Design/methodology/approachThis study used structural equation modelling (SEM) in the expectation confirmation theory and technology acceptance model. Data collection instruments were derived from existing literature, and 625 questionnaires were collected via online surveys. The data collection instrument consisted of eight parts that aimed to gather information about participants’ demographics, expectation confirmation, perceived ease of use, perceived usefulness, ES, PR and CI.FindingsResults showed significant relationships between ES, DA, PR and CI. The most remarkable finding is that while ES influences customers to reuse MFOAs, PR causes a decrease in CI.Originality/valueThis study model broadened the existing MFOA study models by adding risk factors. Also, it made a valuable contribution to emerging MFOA literature both in Türkiye and the world.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Apr 25, 2023

Keywords: Gastronomy; Mobile food ordering apps; Consumer behavior; Expectation confirmation; E-satisfaction; Continuance intention; Perceived risk; Mobile food ordering applications; Dining attitudes; 关键词：美食学; 移动订餐应用程序; 消费者行为; 期望确认; 电子满意度; 持续意愿; 感知风险。

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