The principal aim of this study is to examine the possible influence of fear of COVID-19 and perceived risk of eating out during COVID-19 on the consumers’ attitude toward adopting online food delivery services (OFDS). Moreover, the study aims to identify a possible impact of the customers’ attitude toward adopting OFDS on brand addiction and continuance intention after COVID-19 toward OFDS brands. To achieve these goals, a Web-based self-completion survey has been adopted by achieving a total of 398 completed surveys. Subsequently, structural equation modeling has been employed by using SPSS AMOS. Main findings show a positive relationship between fear of COVID-19 and perceived risk of eating out, that in turn reveals a positive impact on attitude toward using OFDS brands, thus activating a virtuous process leading to the formation of consumers’ positive and addictive feelings towards OFDS brands. Theoretically, the paper responds to the call for more studies focused on the brand addiction analysis in the COVID-19 era. From a managerial perspective, it provides a practical understanding regarding the possible strategies restaurants can adopt to offer efficient OFDS to their consumers.
Brand addiction and continuance intention after COVID-19: a focus on online food delivery services
Barbara Francioni
2022
Abstract
The principal aim of this study is to examine the possible influence of fear of COVID-19 and perceived risk of eating out during COVID-19 on the consumers’ attitude toward adopting online food delivery services (OFDS). Moreover, the study aims to identify a possible impact of the customers’ attitude toward adopting OFDS on brand addiction and continuance intention after COVID-19 toward OFDS brands. To achieve these goals, a Web-based self-completion survey has been adopted by achieving a total of 398 completed surveys. Subsequently, structural equation modeling has been employed by using SPSS AMOS. Main findings show a positive relationship between fear of COVID-19 and perceived risk of eating out, that in turn reveals a positive impact on attitude toward using OFDS brands, thus activating a virtuous process leading to the formation of consumers’ positive and addictive feelings towards OFDS brands. Theoretically, the paper responds to the call for more studies focused on the brand addiction analysis in the COVID-19 era. From a managerial perspective, it provides a practical understanding regarding the possible strategies restaurants can adopt to offer efficient OFDS to their consumers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
