Food Safety Evaluation of Online Food Delivery Services From the Consumer Perspective: Indicators and Variations

Abstract

The objective of this study was to examine how Chinese consumers perceive and evaluate the safety of food purchased online and delivered directly to their doorstep. Additionally, the study aimed to analyze frequency differences in indicator usage across consumer demographic groups. A national survey was conducted, resulting in the collection of 1040 valid questionnaires. Specifically, this study addresses two key research questions: (1) What indicators do Chinese consumers use to evaluate the safety of online food delivery services (OFDS)? (2) Are there variations in indicator usage among different consumer groups? The data were processed using Statistical Package for the Social Sciences (SPSS) 27.0 and MS Excel 2016. Nonparametric tests and an analytic hierarchy process (AHP) were used to analyze the indicators. The results revealed that “sensory perception” and food package were the commonly employed indicators. However, with the existence of more reliable food safety indicators, consumers rarely utilize them. Moreover, significant variations exist in the use of indicators among consumer groups of different sex, online ordering frequencies, and cohabitation with the elderly. In general, individuals who frequently use food delivery services and reside with older adults are considered “finicky consumers” compared to their counterparts. These findings imply the need for education to foster rationality and discernment among consumers. Furthermore, OFDS providers can leverage these findings to develop tailored strategies that address customer needs and enhance their food safety reputation.