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EMAC 2021 Regional Conference


Drivers of consumers' purchase intentions on online food delivery platforms in the light of the COVID-19 pandemic
(R2021-104373)

Published: September 22, 2021

AUTHORS

Kanthicha Boonyabaramee, Mainz University of Applied Sciences; Isabelle Hillebrandt, Mainz University of Applied Sciences

KEYWORDS

Purchase intention; Online food delivery platforms; COVID-19 pandemic

ABSTRACT

The global online food delivery industry is growing continuously, yet little knowledge exists about the drivers of customers' purchase intention on these platforms. Therefore, the research aims to identify the drivers with an additional focus on analysing a potential moderating effect of the COVID-19 pandemic. The online survey (n=362) reveals that habit, hedonic browsing, application performance expectancy, overall restaurant image, and eWOM & social influence have a significantly positive effect on purchase intention. These findings help understand the drivers of purchase intention on online food delivery platforms, even though the COVID-19 pandemic showed no significant effect.