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Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19

Author

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  • Aqib Habib

    (Dalian University of Technology)

  • Muhammad Irfan

    (University of Education)

  • Mohsin Shahzad

    (Dalian University of Technology)

Abstract

Due to the COVID-19 outbreak globally during 2020, the usage and virtues of food delivery apps (FDA) have increased immensely, facilitating the consumer to access the food and food providers to keep functioning. However, this study aims to investigate the enablers of online consumer engagement (OCE) and platform preference in the foodservice industry, keeping in view the moderating role of peer pressure by following uses and gratifications theory (UGT). The data were collected from 322 FDA's user in China during the COVID-19 lockdown and analyzed employing partial least-square structural equation modeling (PLS-SEM). PLS-SEM results revealed that consumer’s self-concept and platform interactivity affect OCE and platform preference. Further, OCE mediates the effect of the relationship between platform interactivity, self-concept, and platform preference. Furthermore, peer pressure significantly moderates the relationship between OCE and platform preference. This research contributes to the prevailing body of literature in a novel way by employing UGT on consumer behavior in the FDA. The study has value for online food businesses and implications for consumers, retailers, and practitioners to formulate and implement value-added strategies in a consumption-oriented emerging economy.

Suggested Citation

  • Aqib Habib & Muhammad Irfan & Mohsin Shahzad, 2022. "Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    • Handle: RePEc:spr:futbus:v:8:y:2022:i:1:d:10.1186_s43093-022-00119-7
    DOI: 10.1186/s43093-022-00119-7
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    1. Abhilash Bhattacharjee & Kunja Sambashiva Rao & Nishad Nawaz, 2023. "Determinants and Outcomes of Food Delivery App Engagement During COVID-19: A Study of Urban and Semi-Urban Customers," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 21(1), pages 1-22, January.
    2. Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Kwadwo Boateng Prempeh, 2023. "Using social presence theory to predict online consumer engagement in the emerging markets," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    3. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.

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