Title: Factors affecting consumers' reuse of online food delivery services during the coronavirus-19 pandemic

Authors: Hung-Chou Lin; Edward Shih-Tse Wang; Yu-Ting Liao

Addresses: Department of Adult and Continuing Education, National Taiwan Normal University, 129, Heping East Road Section 1, Taipei, Taiwan ' Graduate Institute of Bio-Industry Management, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 40227, Taiwan ' Graduate Institute of Bio-Industry Management, National Chung Hsing University, 250, Kuo Kuang Rd., Taichung 40227, Taiwan

Abstract: The global spread of coronavirus (COVID)-19 has affected numerous service industries because of social distancing requirements. In this study, we developed a model integrating the health belief model and protection motivation theory to understand the facilitators and limiting factors that affect people's reuse of online food delivery services (OFDSs). A total of 403 OFDS consumers volunteered to participate in this study. Structural equation modelling was applied to analyse a conceptual model. The results revealed that perceived severity of COVID-19 and perceived vulnerability to contracting COVID-19 positively affected perceived threat of dining out, which then affected OFDS reuse. Perceived response efficacy, perceived response cost, and perceived self-efficacy mediated the influences of the perceived general benefits of and general barriers to OFDS reuse. Both the theoretical and practical implications of this study can support food service marketers in managing service situations requiring social distancing.

Keywords: health belief model; HBM; protection motivation theory; PMT; online food delivery services; OFDSs.

DOI: 10.1504/IJMC.2024.140750

International Journal of Mobile Communications, 2024 Vol.24 No.3, pp.283 - 304

Received: 24 Aug 2022
Accepted: 18 Mar 2023
Published online: 02 Sep 2024 *

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