From click to cuisine: Unpacking the interplay of online food delivery services through barriers, trust, post-usage usefulness, and moral obligation

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-10-24 DOI:10.1016/j.ijhm.2024.103961

Babak Taheri , Diptiman Banerji , Mosharrof Hosen , Gagan Deep Sharma

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引用次数: 0

Abstract

Online food delivery (OFD) has gained popularity because of rapid urbanization and busy lifestyles of individuals in the last decade. Nevertheless, despite the surging fame and significance of OFD, certain gaps in research demand attention. Thus, this study aims to examine comprehensive barriers (economic, efficiency, experience), trust, post-usage usefulness, loyalty, and electronic word-of-mouth (e-WoM) within OFD services. It also considers the moderating effect of moral obligation on the relationship between these concepts. PLS-SEM was employed for data analysis (n=650). The findings of the study indicate that barriers related to economic, efficiency, and user experience have a significant and detrimental impact on trust, the utility of the service after usage, electronic word-of-mouth (e-WoM), and loyalty in the context of adopting online food delivery (OFD) services. The findings contribute to a better understanding of consumers’ perception of OFD. Several theoretical and practical implications were offered.

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从点击到美食：通过障碍、信任、使用后的实用性和道德义务，解读在线送餐服务的相互作用

近十年来，随着城市化进程的加快和人们忙碌的生活方式，网上送餐（OFD）越来越受欢迎。然而，尽管网上送餐的名气越来越大，意义也越来越重要，但仍有一些研究空白需要关注。因此，本研究旨在考察对外数据服务中的综合障碍（经济、效率、体验）、信任、使用后有用性、忠诚度和电子口碑（e-WoM）。研究还考虑了道德义务对这些概念之间关系的调节作用。数据分析采用了 PLS-SEM（n=650）。研究结果表明，与经济、效率和用户体验有关的障碍对信任、使用后的服务效用、电子口碑（e-WoM）和采用网上送餐（OFD）服务时的忠诚度有重大不利影响。研究结果有助于更好地了解消费者对在线送餐服务的看法。研究还提出了一些理论和实践意义。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.