Author(s): Deepika R, Joe Arun C
Purpose: The pandemic caused by the COVID19 virus has severely influenced and drastically changed the behavior of consumers towards the food and beverage industry, particularly restaurant sectors. This study provides insights into online food delivery services (OFDs) that helped to overcome the crisis in restaurant sectors. The paper attempts to find out fear-driven behavioral changes will continue post-pandemic times towards online food delivery services. Design/Methodology/Approach: A comprehensive structural model was developed based on the Theory of Planned Behavior (TPB) and using additional constructs related to current pandemic times and OFD services such as convenience, various food choices, trust, and social distancing. Findings: The results revealed convenience, various food choices, and social distancing plays a huge role in determining the attitude and continuing intention towards online food delivery services in the post COVID times. Followed by perceived behavioral control and trust. Research limitations/implications: The study validates a wide-ranging set of constructs that determining the continuing intention in the post COVID times to online food delivery. The study captured the essence of pandemic times, that social distancing is the crucial factor powers the online food delivery services rather than dine-in restaurants. Practical Implications: The study offers substantial practical implications for the food and beverage industries and restaurants driven to initiate online delivery mode during pandemic times. Originality/Value: The study provides a theoretical perspective in the pandemic time on consumers continuing intention to use online food delivery in the post-pandemic. Studying such intentions offers awareness into consumer behavior intention which are critical success factors of online food aggregators.