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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

Published: September 22, 2021


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


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


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.