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Purpose: The outbreak of COVID-19 in early 2020 compelled consumers to abstain from dining out and instead use online food delivery (OFD) services. This study aims to examine the determinants of OFD sales in a restaurant during the COVID-19 crisis. Design/methodology/approach: We analyzed 139,812 restaurant-level credit card OFD transaction data from January 2019 to June 2020 in Seoul, South Korea. Findings: During COVID-19, many restaurants participated and experienced sales growth through the OFD platforms. On the demand side, the composition of customers using OFD services has changed, replacing the demand for dining out. Our estimation results show that the food category, customer composition ratio, and past performance significantly affected restaurants' OFD revenue during the pandemic. Research limitations/implications: The results suggest implications for the restaurant industry responding to chang-ing customer needs on OFD platforms. Restaurants with high-performing OFDs before the pandemic experienced higher sales during the pandemic period. The results imply that experiences to fit customers' needs toward OFD are likely to help restaurants overcome the losses incurred due to the COVID-19 outbreak. Originality/value: This study empirically revealed the effect of store category, past performance, demographic, and geographical customer profile on OFD demand for external shocks such as COVID-19. © The Author(s).
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This study aims to investigate how consumer's use of online food delivery (OFD) services is driven by its self-protective nature. Drawing on protection motivation theory, the unified theory of use and acceptance of technology, and diffusion of innovation theory, an integrated model was tested with 1,000 empirical data points to explain consumers' OFD use during the pandemic. Results confirmed the self-protective nature of OFD use by uncovering a significant positive effect of fear of COVID-19 on consumers' OFD ordering frequency. Perceived vulnerability contributed more strongly to an individual's fear of COVID-19 than perceived severity in dining activities. These findings theoretically expand the current understanding of OFD services and provide practical implications for OFD platforms, restaurateurs, and governments.
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The COVID-19 pandemic and the subsequent lockdown of cities have led to the rapid growth of online food delivery (OFD). Moreover, there are concerns that OFD platforms may impose offers on users in order to continue to increase their market share, leading to numerous environmental issues such as overconsumption and a significant increase in plastic packaging waste. Most studies have focused on the environmental impacts associated with food packaging and have been mostly limited to China. However, less research has been carried out on the overall CO2 emissions of an OFD order including food. In this study, the CO2 emissions of an OFD order were assessed by considering the production, distribution, consumption and disposal of the ingredients, based on lifecycle thinking and existing secondary data, for three representative food groups (Western food, Japanese food and Chinese food) in Japan. This study found that the food production of an OFD order accounts for more than 70% of the CO2 emissions of the entire process, especially food ingredient production. Policy support and initiatives such as OFD platforms being able to serve different quantities of food based on actual consumer demand to avoid food waste, as well as changes in delivery methods, would help reduce the CO2 emissions of OFD. © 2023 by the authors.
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Purpose: This study aims to fill this paucity of knowledge by exploring and formulating a formative index to measure the up-to-date quality of online food delivery (DEQUAL). The quality measurements for online food delivery have not been well recognized and even little is known after the COVID-19 outbreak. This study fills this paucity of knowledge by exploring and formulating a formative index to measure the up-to-date quality of online food delivery (DEQUAL). Design/methodology/approach: Owing to the explorative nature and the lack of developed quality theory under the unprecedented COVID-19 pandemic, DEQUAL is conceptualized as a formative construct. This study adopts a mixed-method approach including expert interviews and online surveys to ascertain the underlying structure of DEQUAL. Findings: Using partial least squares structural equation modeling as the analytical method, the results support that DEQUAL is a formative construct with 32 indicators. This study provides a measurement index with robust psychometric properties to assist practitioners in evaluating DEQUAL. Research limitations/implications: This study contributes a theoretical and empirical-based conceptualization of DEQUAL as a multi-dimensional construct. Supplementing the past studies which commonly applied the reflective approach, this study evinces that the formative approach is also appropriate and thence furnishes the relevance of the formative index in the service management theories. Practical implications: Practitioners are suggested to apply the validated indicators for service audit and customer relationship management. By systematically monitoring and measuring the online food delivery service quality, restaurants can improve customer satisfaction and loyalty. Originality/value: This study offers various insights to the service quality literature in the food delivery service context. (PsycInfo Database Record (c) 2023 APA, all rights reserved)
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Globally, the COVID-19 pandemic has affected all sectors, including the food and beverage industry. The pandemic has changed customers' behavior from dine-in services to online food ordering systems. Technology advancements make ordering food easier with Online Food Delivery (OFD) service. However, before buying food online, consumers require a physical assessment to decide to buy the food or beverage. Augmented Reality (AR) is a popular technology to show 3D virtual elements. Meanwhile, the stimulus organism response (SOR) framework can be used to analyze consumers' behavior. More specifically, the SOR model has been used to evaluate the user's behavior intention to accept online shopping apps. However, in the OFD context, there is a lack of research investigating the customer's intention to use the AR app based on the SOR perspective. This study aims to assess the factors influencing consumers' intention to adopt augmented reality apps. 52 AR OFD app customers participate in this study. Partial Least Square-Structural Equation Modeling (PLS-SEM) and SMARTPLS 3 was used to analyze the research model. This study evaluated from measurement and structural model. The measurement model using factor loading, Composite Reliability (CR), Average Variance Extracted (AVE), and heterotrait-monotrait (HTMT) ratio. The structural model assessed the variance inflation factor (VIF), R2, path coefficient (β), f2, and p-value. The results showed the significance of food image on hedonic, utilitarianism, and perceived informativeness. Furthermore, hedonism was the only determinant that positively influenced the customers' intention to use the AR OFD apps. © IJASEIT is licensed under a Creative Commons Attribution-Share Alike 4.0 International License.
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In 2020, during the early stages of the coronavirus pandemic, New Zealand's online food delivery (OFD) services saw a marked increase in popularity. New Zealand had received worldwide praise for their approach to fight Covid-19, and online businesses were important contributors, allowing the food service industry to remain viable in the face of severe restrictions. OFD research has found that the determinants of customer loyalty, such as consumer satisfaction, trust, and value are well established and largely depend on food quality, e-service quality, and OFD-service providers not being associated with COVID-19 transmission. The present study aims to fill a research gap and investigate new predictors such as OFD discomfort and proactive COVID-19 strategies, in addition to confirming well-established ones such as sociodemographic factors, perceived infection risk, perceived value, satisfaction, and trust. The Partial Least Square Structural Equation Modeling (PLS-SEM) analysis reveals that age is the only significant sociodemographic factor influencing pro-active COVID-19 strategies. While trust and perceived value are positively affected by consumers committed to proactively counteract Covid-19;satisfaction and ultimately loyalty, are positively affected by trust only. Best practice recommendations for marketing managers and OFD service providers are presented. [ FROM AUTHOR] Copyright of Journal of Foodservice Business Research is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
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PurposeThe purpose of this paper is to investigate, through a quantitative research, the impact of the COVID-19 pandemic on online food delivery in Italy and Poland, as well as to ascertain whether or not, under a consumer perspective, respondents consider such method as impacting on the environment and on food waste.Design/methodology/approachAn empirical survey of consumers at Italian and Polish Universities was conducted using the online survey computer-assisted web interview (CAWI) method.FindingsResults reveal that the COVID-19 pandemic has modified consumer habits in both Italy and Poland, though the researched sample does not have full knowledge of these changes. Moreover, the study has proved once again that online food delivery may impact negatively on the environment and the food waste issue.Originality/valueThis paper fills a gap in literature since, by the authors' knowledge, it is the first quantitative study analysing Italian and Polish young consumers as to online food delivery habits and their approach to sustainability aspects of this purchasing method.
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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. (PsycInfo Database Record (c) 2023 APA, all rights reserved)
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The COVID-19 pandemic has significantly strained online food delivery services (OFDS) globally. This has challenged OFDS businesses to redesign and deploy technologies to meet customer demand. The purpose of this article is to identify the optimal factors contributing to customer experience with OFDS services during a black swan event such as the COVID-19 pandemic. We followed a four-step research design to identify the optimal factors for OFDS. First, we identified the major episodes in the OFDS process. Second, these episodes were evaluated by customers using the sequential incidence technique. Third, we used an orthogonal design to analyze the episodes at different levels based on customer preferences. Finally, we used the Taguchi approach to calculate the signal-to-noise ratios and identify the optimal factors and their preferred levels. We classify the optimal factors into customer-oriented and service-provider-oriented propositions. The option to select the delivery person and delivery conditions was found to be the most optimal customer-oriented attribute. We discuss the theoretical and managerial implications of the study and suggest major avenues for digital transformations in OFDS for better customer experience. IEEE
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PurposeThis research aims to explore the interactions of stakeholders in online food delivery (OFD) platforms, including restaurants, the delivery system and the platform, and the effect on total sales. In order to comprehensively analyze the service of stakeholders, the authors adopted the time duration which provides a unified metric for assessing service performance.Design/methodology/approachThe authors used panel vector autoregressive (PVAR) model analysis to verify the interactions among restaurants, the delivery system, and the platform itself, and to assess their effects on the sales. Data were collected from one of the biggest OFD service platforms in China – Eleme.com.FindingsFirst, the findings confirmed that the service performance of restaurants, the delivery system and the platform itself influence one another. There is a bidirectional causality between food preparation time (FPT) and actual delivery time (ACDT), as well as between FPT and advance arrival time (ADAT), ACDT and ADAT. Second, the service performance of restaurants, the delivery system, and the platform itself all positively affect sales, thus demonstrating unidirectional causality.Originality/valueThe current research is a pioneering empirical study, as it confirms the dynamic interactions between participants in OFD platforms and the dynamic influence of their respective service performances on sales. The findings of this research have a number of implications for the management and operation of online food ordering and delivery platforms.
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Malaysia's online food delivery (OFD) has developed into a vibrant scene. Urban dwellers are slowly getting used to the idea of OFD services as the new normal for eating out at the times of COVID-19. During the movement control order (MCO), government initiatives and movement restrictions propelled OFD services into the limelight, allowing locals the opportunity to support their favorite local businesses. Using model goal-directed behavior (MGB), this study investigated the effect of consumers' perceived risk (e.g., performance risk, privacy risk, financial risk, physical risk, and COVID-19 risk) on their use of OFD services. The results of the partial least squares-structural equation modeling (PLS-SEM) analysis of 339 responses indicates that perceived risk negatively affects consumers' desire to use OFD services, while perceived physical risk and COVID-19 risk negatively affect their intention to use OFD services. Further, the study uncovers the moderating role of perceived risk in the relationship between desire and intention. This study offers insights to OFD service providers in formulating new business strategies and propositions for business growth and consumer retention in the post-pandemic world.
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PurposeThe purpose of this study was to examine consumer's perceptions of cloud kitchens, including the influence of perceived innovativeness (PI), utility motivations (price and food varieties), and food safety risk perceptions (FSRP) on trust;the impact of hedonic motivations and trust on attitude;and the moderating effect of FSRP on the relationship between utility motivations (food varieties) and trust. The relationships were examined with respect to gender and marital status.Design/methodology/approachThe Theory of Consumption Value served as the theoretical underpinning of this study. Data was collected with an online survey (n = 316) using the Qualtrics panel. The partial least squares–structural equation modeling method was used to analyze the survey data.FindingsPI, utilitarian motivations (price) and hedonic motivations (food varieties) positively influenced trust, whereas trust positively influenced attitude. FSRP negatively impacted trust and moderated the relationship between utility motivations (food varieties) and trust. Hedonic motivations positively influenced consumers' attitudes. Multi-group analyses highlighted the differences attributed to gender and marital status.Research limitations/implicationsPI and utility motivations influenced trust, supporting the notion that consumers are open to new and convenient ways to order food. Additionally, the negative influence of FSRP on trust and its moderating role on the path between food varieties and trust highlights the importance of FSRP on food consumption. Finally, this study provided insight into the influence of gender and marital status on perceptions of ordering from cloud kitchens.Originality/valueThe cloud kitchen business model is undergoing exponential growth, and this study provides an understanding of cloud kitchens from a consumer's perspective.
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• Assess the reliability of an online food delivery system as a performance index. • Investigate with non-integer multiple orders, time, and space limitations. • Construct a multistate online food delivery network as its gig economy. • Determine minimal capacity vectors without knowing minimal paths in advance. • Conduct sensitivity analysis for more managerial insights on the MOFN. In recent years, especially during the outbreak of COVID-19, there have witnessed the emergence of online food delivery (OFD) services that allow customers to place orders via Internet-connected devices to obtain door-to-door delivered meals. In this service, on-time delivery to the right customer with high-quality fresh meals is deemed the primary factor. This paper investigates the reliability of OFD through its ability to meet customer needs in a specific context. During the delivery process, the courier receives the food at the store, packs it into a delivery box, and then delivers it to the customer. Note that, the delivery boxes are limited in space. Customers prefer having their orders delivered within a given time threshold. Thus, reliability is defined as the probability to complete non-integer and multiple orders under a limited time and space. Besides, the OFD system belongs to the gig economy, which allows couriers to select their shifts and working regions. Hence, the capacity of each region, which indicates the number of available couriers, is regarded as multistate. We, thus, construct the OFD system as a multistate online food delivery network (MOFN). Under the limitation of time and space, all feasible minimal capacity vectors are determined to compute the reliability. With the proposed investigation, managers can understand their MOFN's ability to meet specific customer demands. Accordingly, they can make appropriate adjustments for better performance. [ABSTRACT FROM AUTHOR] Copyright of Expert Systems with Applications is the property of Pergamon Press - An Imprint of Elsevier Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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The demand for online food delivery has increased considerably throughout the world during the COVID-19 pandemic. Consumers' habits in searching for information on and making decisions about ready-to-eat food have changed remarkably during this time. The purpose of this research is to explore consumers' use of online food delivery services (OFDS) during the pandemic via applications (apps) and the moderating role played by the consumers' perceived trust in the information. Data were collected from 246 users through e-mail and structural equation modeling using PLS-3 was used to analyze the data. We have shown 12 recent insights into OFDAs behavioral intention. We found that information and food service attributes influence the perceived usefulness of OFDS and ultimately shape the respondents' intention to use it. Behavioral intention toward OFDS and perceived trust have a considerable influence on the use of OFDA. This research offers insights into the effects of the pandemic on the food delivery market and shows the dynamics of the interrelationships among various information- and restaurant-related attributes that lead to actual use.
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Increasing disposable income of society and the individual., time-saving attitude., health safety (during COVID-19)., and innovation have increased consumer inclination from offline to online food delivery (OFD). Before COVID-19., eating out the home was the fashion and hangout., but after COVID-19., consumers feel safe while sitting at home. This study aims to explore the pre and current publications on online food delivery., find out the most studied country in OFD., find out the top-cited research publications in OFD., and find out the most dominant research terms in OFD. The present study reviews previous research published during the last 11 years (2012-March 2022) extracted from the www.dimensions.ai free web app. A drastic increase in publications since 2020 explains researchers' inclination toward the OFD. Two hundred twenty research articles were published during the pandemic out of 253 published in the last 11 years. The maximum researched country in OFD is the United States., followed by India and the United Kingdom. The most cited research publication has 255 citations. The most visible keywords in the present study were 'Zomato.,' followed by 'SEM' and 'OFD.' The present study has some limitations., like the database used in the study (dimensions) may not be as good as Scopus or WoS., which may give a better result. More study is required to understand the OFD topic and its survival. It is recommended that the catering industry take OFD as an opportunity along with the regular business generated through steady footfall of the customer/guest. It can be improved through proper logistics., software support., and merging with artificial intelligence. © 2022 IEEE.
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Although several studies on technology trends and acceptance have been undertaken, few studies investigate the factors that influence customer attitudes toward food delivery apps depending on the Unified Theory of Acceptance and Use of Technology (UTAUT). The purpose of the study is to examine the use of Online Food Delivery (OFD) in Jordanian restaurants after the COVID-19 epidemic by applying UTAUT. In the northern and central regions of Jordan, 722 online questionnaires were gathered using Structural Equation Modeling (SEM). The results reveal that three factors significantly affect customers' decisions to use the OFD service: behavioral intention, pricing, and social influence. Furthermore, performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit positivity, trust, and perceived credibility significantly influence the behavioral intention to use. In addition, the moderating impacts of age, gender, and experience were examined using multigroup analysis. Some of the model's expected associations were shown to be moderated by the users' experience, but gender and age had no significant influence. The results have consequences for both research and practice implications. © 2023 by ASERS® Publishing. All rights reserved.
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With the emerging popularity of online food delivery (OFD) services, this research examined predictors affecting customer intention to use OFD services amid the Coronavirus disease (COVID-19) pandemic. Specifically, Study 1 examined the moderating effect of the pandemic on the relationship between six predictors (perceived usefulness, perceived ease of use, price saving benefit, time saving benefit, food safety risk perception, and trust) and OFD usage intention, and Study 2 extended the model by adding customer perceptions of COVID-19 (perceived severity and vulnerability) during the pandemic. Study 1 showed that all of the predictors except food safety risk perception significantly affected OFD usage intention, but no moderation effect of COVID-19 was found. In Study 2, while perceived severity and vulnerability had no significant impact on OFD usage intention, the altered effects of socio-demographic variables during the COVID-19 pandemic were found. Theoretical and managerial implications are provided. (PsycInfo Database Record (c) 2022 APA, all rights reserved)
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BACKGROUND: Food prepared out of home is typically energy-dense and nutrient-poor. Online food delivery services have become a popular way to purchase such food. The number of accessible food outlets through these services can influence how frequently they are used. Anecdotally, food outlet access through online food delivery services increased in England between 2020 and 2022, in the context of the COVID-19 pandemic. However, the extent to which this access changed is poorly understood. OBJECTIVE: We aimed to investigate monthly changes in online access to food prepared out of home in England in the context of the first 2 years of the COVID-19 pandemic compared with November 2019 and the extent to which any changes were associated with deprivation. METHODS: In November 2019 and monthly between June 2020 and March 2022, we used automated data collection to construct a data set containing information about all food outlets in England registered to accept orders through the leading online food delivery service. Across postcode districts, we identified the number and percentage of food outlets registered to accept orders and the number that was accessible. We used generalized estimating equations (adjusted for population density, the number of food outlets in the physical food environment, and rural/urban classification) to investigate the change in outcomes compared with prepandemic levels (November 2019). We stratified analyses by deprivation quintile (Q). RESULTS: Across England, the summed number of food outlets registered to accept orders online increased from 29,232 in November 2019 to 49,752 in March 2022. Across postcode districts, the median percentage of food outlets registered to accept orders online increased from 14.3 (IQR 3.8-26.0) in November 2019 to 24.0 (IQR 6.2-43.5) in March 2022. The median number of food outlets accessible online decreased from 63.5 (IQR 16.0-156.0) in November 2019 to 57.0 (IQR 11.0-163.0) in March 2022. However, we observed variation by deprivation. In March 2022, the median number of outlets accessible online was 175.0 (IQR 104.0-292.0) in the most deprived areas (Q5) compared with 27.0 (IQR 8.5-60.5) in the least deprived (Q1). In adjusted analyses, we estimated that the number of outlets accessible online in the most deprived areas was 10% higher in March 2022 compared with November 2019 (incidence rate ratios: 1.10, 95% CI 1.07-1.13). In the least deprived areas, we estimated a 19% decrease (incidence rate ratios: 0.81, 95% CI 0.79-0.83). CONCLUSIONS: The number of food outlets accessible online increased only in the most deprived areas in England. Future research might attempt to understand the extent to which changes in online food access were associated with changes in online food delivery service use and the possible implications on diet quality and health.
Subject(s)
COVID-19 , Pandemics , Humans , COVID-19/epidemiology , Food , Diet , EnvironmentABSTRACT
The food delivery service is the most typical and visible example of online-to-offline (O2O) commerce. More consumers are using food delivery services for various reasons during the COVID-19 pandemic, making this business model viral worldwide. In the post-pandemic era, offering food delivery services will become the new normal for restaurants. Although a growing number of publications have focused on consumer behavior in this issue, no review paper has addressed current research and industry trends. Thus, this paper aims to review the literature published from 2020 to the present (October 2022) on consumers' use of food delivery services during the pandemic. A thematic review was conducted, with 40 articles searched from Scopus and Web of Science being included. Quantitative findings showed current research trends, and thematic analyses formed eight themes of factors influencing consumer behavior: (1) technical and utilitarian factors, (2) system-related attributes, (3) emotional and hedonic factors, (4) individual characteristics, (5) service quality, (6) risk-related factors, (7) social factors, and (8) food-related attributes. The paper also emphasizes COVID-19-related influences and suggests promising future research directions. The results offer insights into industry practices and starting points for future research.
Subject(s)
COVID-19 , Food Services , Humans , Pandemics , COVID-19/epidemiology , Problem Solving , Consumer BehaviorABSTRACT
OBJECTIVE: To describe the promotion of food and beverage and marketing strategies used by online food delivery services (OFDS) in a social media platform before and during the pandemic in Brazil. DESIGN: Publicly available data were extracted from OFDS Instagram accounts. Posts published 6 months immediately before and after the first case of COVID-19 in Brazil were randomly sampled. Two independent authors coded the posts' content. Food and beverage items featured in posts were classified according to the NOVA food system classification. Marketing strategies were coded according to protocols from previous studies. SETTING: Top three OFDS Instagram accounts in Brazil. PARTICIPANTS: Posts published in the period studied (n 304). RESULTS: During the pandemic, the proportion of posts featuring at least one food item decreased from 71·6 % to 40·2 %, and the proportion of ultra-processed foods decreased from 57·6 % to 27·9 %. Before the pandemic, the most widely used marketing strategies were branding elements (80·7 %), product imagery (unbranded) (48·9 %) and partnerships/sponsorship (35·2 %). While during the pandemic, branding elements (62·2 %) continued to be the most applied, but were followed by the use of videos/graphics interchange format/boomerangs (34·1 %) and corporate social responsibility (31·7 %). The most frequent COVID-19 marketing strategies were 'social responsibility in the pandemic' (30·5 %), 'combatting the pandemic' (28·0 %) and 'accelerating digitalisation' (20·7 %). CONCLUSIONS: OFDS advertisements on a social media platform placed less emphasis on food items, but improved the nutritional quality of foods and beverages featured in posts. A COVID-washing approach was highlighted, especially through the use of social responsibility marketing during the pandemic.