Using Mobile Food Delivery Applications during COVID-19 Pandemic: An Extended Model of Planned Behavior

The purpose of this study was to identify the factors influencing consumers’ behavioral and continuance intention to use mobile food delivery applications (MFDAs) during COVID-19 pandemic Based on the theory of Planned Behavior, we examined the impact of social isolation, food safety, delivery hygiene, subjective norms, dining attitudes, and behavioral control on behavioral and continuous intention to use MFDAs Data were collected from 432 users and analyzed using Structured Equation Modeling The results showed that delivery hygiene, subjective norms, attitudes, and behavioral control were related to both behavioral and continuance intention to use MFDAs, whereas perceived food safety was related to behavioral intention and social isolation was related to continuance intention Moreover, behavioral intention mediated the impact of perceived food safety, delivery hygiene, attitudes, and behavioral control on continuance intention This study incorporated situational factors into theory of Planned Behavior, which might guide the practitioners to use MFDAs during COVID-19 [ABSTRACT FROM AUTHOR] Copyright of Journal of Food Products Marketing is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission However, users may print, download, or email articles for individual use This abstract may be abridged No warranty is given about the accuracy of the copy Users should refer to the original published version of the material for the full abstract (Copyright applies to all Abstracts )