ABSTRACT

After COVID-19, mobile application is getting attention because it can make up for losses from limited food service operations. Although several researchers have started to understand the food delivery industry, extant studies fail to empirically address the question of who customers respond to positively in food delivery application. Customers’ experience on forming patronized behaviour, the important emerging area of tourism industry is examined in this study. Customers’ perceived enjoyment and social presence are hypothesized to affect attitude, which patronized behaviour to delivery brand. In line with positive psychology and social facilitation theory, the impact of customers’ perceived cognitive enjoyment and social presence on favourable attitude is found using data collected from an online survey. Moreover, the causality between attitude and brand loyalty is discovered. Lastly, the mediating role of attitude in the relationship between food delivery application experience and loyalty is supported. Finally, how food delivery application influences their behaviour is enlightened and useful practical implications for service providers are provided in this study.

摘要

在 COVID-19 之后，移动应用程序受到关注，因为它可以弥补有限的餐饮服务运营造成的损失。尽管一些研究人员已经开始了解食品配送行业，但现有的研究未能从经验上解决客户在食品配送应用中的积极响应的问题。本研究考察了顾客形成光顾行为的体验，这是旅游业的重要新兴领域。假设客户的感知享受和社会存在感会影响态度，从而影响交付品牌的光顾行为。根据积极心理学和社会促进理论，使用从在线调查中收集的数据发现了客户感知的认知享受和社会存在对良好态度的影响。而且，态度和品牌忠诚度之间的因果关系被发现。最后，支持态度在送餐应用体验和忠诚度之间的关系中的中介作用。最后，本研究对食品配送应用如何影响他们的行为进行了启发，并为服务提供者提供了有用的实际意义。