University of South Florida (USF) M3 Publishing
Extending the theory of planned behavior to explain intention to use online food delivery services in the context of COVID -19 pandemic
The increased fear of getting COVID-19 led to significant changes in foodservice delivery and shoppers' behaviors. This paper incorporated trust and fear of COVID-19 into the theory of planned behavior (TPB) model to explore shopper’s intention to use online food delivery (OFD) services in the context of the COVID-19 pandemic. A self-administered questionnaire was developed to collect data from 278 respondents intercepted at the three largest shopping centers located in Algiers city (Algeria). A multiple regression analysis was used to test the hypotheses of the model. This research found that intention to use OFD is significantly and positively affected by the fear of COVID-19, followed by trust, attitude, and then the subjective norm. PBC was non-significant. This paper provides a theoretical contribution and presents practical implications relevant to academics and practitioners working in areas related to OFD services in the context of the health crisis.
Bouarar, A. C., Mouloudj, S., & Mouloudj, K. (2021). Extending the theory of planned behavior to explain intention to use online food delivery services in the context of COVID -19 pandemic. In C. Cobanoglu, & V. Della Corte (Eds.), Advances in global services and retail management (pp. 1–16). USF M3 Publishing. https://www.doi.org/10.5038/9781955833035
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