Using Mobile Food Delivery Applications during COVID-19 Pandemic: An Extended Model of Planned Behavior

IF 3.6 Q2 BUSINESS Journal of Food Products Marketing Pub Date : 2021-02-12 DOI:10.1080/10454446.2021.1906817

Md. Al Amin, Md. Shamsul Arefin, Md. Razib Alam, Taslim Ahammad, Md. Rakibul Hoque

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引用次数: 67

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.

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新冠肺炎大流行期间使用移动送餐应用程序：计划行为的扩展模型

摘要本研究旨在确定新冠肺炎大流行期间影响消费者使用移动送餐应用程序（MFDA）的行为和持续意向的因素。基于计划行为理论，我们研究了社会隔离、食品安全、配送卫生、主观规范、用餐态度和行为控制对使用MFDA的行为和持续意图的影响。数据收集自432名用户，并使用结构化方程建模进行分析。结果表明，分娩卫生、主观规范、态度和行为控制与使用MFDA的行为意向和持续意向均相关，而感知食品安全与行为意向相关，社会隔离与持续意向相关。此外，行为意向介导了感知食品安全、配送卫生、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计划行为理论，这可能会指导从业者在新冠肺炎期间使用MFDA。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.