ABSTRACT

The purpose of this study was to identify the factors influencing consumers’ behavioral and continuance intention to use mobile food delivery applications (MFDAs) during COVID-19 pandemic. Based on the theory of Planned Behavior, we examined the impact of social isolation, food safety, delivery hygiene, subjective norms, dining attitudes, and behavioral control on behavioral and continuous intention to use MFDAs. Data were collected from 432 users and analyzed using Structured Equation Modeling. The results showed that delivery hygiene, subjective norms, attitudes, and behavioral control were related to both behavioral and continuance intention to use MFDAs, whereas perceived food safety was related to behavioral intention and social isolation was related to continuance intention. Moreover, behavioral intention mediated the impact of perceived food safety, delivery hygiene, attitudes, and behavioral control on continuance intention. This study incorporated situational factors into theory of Planned Behavior, which might guide the practitioners to use MFDAs during COVID-19.

摘要

这项研究的目的是确定影响消费者行为和持续意愿的因素，以防止在COVID-19大流行期间使用移动食品交付应用程序（MFDA）。基于计划行为的理论，我们研究了社会隔离，食品安全，送货卫生，主观规范，就餐态度和行为控制对使用MFDA的行为和持续意图的影响。从432位用户中收集了数据，并使用结构方程模型进行了分析。结果表明，分娩卫生，主观规范，态度和行为控制与使用MFDA的行为和持续意愿有关，而感知到的食品安全与行为意图有关，而社会隔离与持续意愿有关。而且，行为意向介导了感知食品安全，交货卫生，态度和行为控制对持续意向的影响。这项研究将情境因素纳入了计划行为理论，这可能会指导从业者在COVID-19期间使用MFDA。