Predictors of continuance intention of online food delivery services: gender as moderator

Abstract

Purpose – The COVID-19 has brought with it valuable opportunities for the retail sector. Notably, online channels have assumed a key role for businesses that can rely less on physical channels due to the pandemic’s restrictions. Within this context, the study aims to identify the main antecedents leading to the formation of the male and female customers’ continuance intention of using online food delivery services (OFDS) in the restaurant industry. Design/methodology/approach – A web-based self-completion survey and a subsequent structural equation modelling have been employed on a sample of 360 participants. Findings – Findings reveal that perceived healthiness, quarantine procedures, perceived hygiene, perceived ease of app use and attitude significantly influence continuance intention. Moreover, the moderator analysis corroborates that male consumers’ continuance intention is mainly influenced by perceived healthiness, quarantine procedures and perceived hygiene. Conversely, female customers’ continuance intention is predicated on perceived healthiness and attitude. Research limitations/implications – Although the adoption of a sample of young customers (18–29 years) guarantees good research internal validity, findings are not generalizable. Practical implications – The study provides valuable contributions for restaurants related to the (1) creation/management of their own OFDS platforms; (2) selection of the right third-party platforms. Originality/value – The paper is one of the first studies examining the predictors impacting on customers’ OFDS continuance intention in the COVID-19 context by also focusing on gender differences.