Using Mobile Food Delivery Applications during COVID-19 Pandemic: An Extended Model of Planned Behavior. Issue 2 (12th February 2021)

• Record Type: Journal Article
• Authors: Al Amin, Md; Arefin, Md Shamsul; Alam, Md Razib; Ahammad, Taslim; Hoque, Md Rakibul
• Is Part Of: Journal of food products marketing. Volume 27:Issue 2(2021)
• Page Start: 105
• Page End: 126
• Publication Date: 2021-02-12
• Subjects: Mobile food delivery applications -- covid-19 -- social isolation -- food delivery hygiene -- perceived food safety; Food -- Marketing -- Periodicals; Food industry and trade -- United States -- Periodicals; 381.45664097305
• DOI: 10.1080/10454446.2021.1906817
• Languages: English
• ISSNs: 1045-4446

Abstract

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.