Burlea-Schiopoiu Adriana, Puiu Silvia, Dinu Adina
University of Craiova, 13, Street A.I. Cuza, 200585, Craiova, Dolj, Romania.
Socioecon Plann Sci. 2022 Aug;82:101220. doi: 10.1016/j.seps.2021.101220. Epub 2021 Dec 31.
The main purpose of this study is to assess the impact that food delivery mobile applications have on consumers' behaviour in the context of the changes generated by the COVID-19 pandemic. Thus, we aimed to bridge the gap in the literature and practice by studying intrinsic and extrinsic variables that affect 18-50+ years old consumers' decision process. The data set was analysed using the Structural Equation Modelling Part Least Square model because this model has no limitations to integrating more variables into a path model. From a managerial perspective, our results show that food delivery companies should implement customer loyalty strategies, as the users' perceived risk of changing the online food supplier is high. The high degree of visibility of the food delivery applications is positively reflected in the consumers' empathy level and loyalty. Consumer loyalty is also based on the pricing strategy and time saving associated with using this type of applications. The safety value and accessibility represent both consumers' and organisations' priorities that underline the importance of the strategies of reducing the perceived risks during the COVID-19 pandemic. Our research offers to researchers and practitioners a starting point for their future activities. It can help them make decisions considering both periods (during a crisis as generated by pandemic crisis and post-crisis as new normality).
本研究的主要目的是评估在新冠疫情引发的变化背景下，食品配送移动应用程序对消费者行为的影响。因此，我们旨在通过研究影响18至50岁以上消费者决策过程的内在和外在变量，弥合文献与实践之间的差距。使用结构方程模型偏最小二乘法对数据集进行分析，因为该模型在将更多变量整合到路径模型中没有限制。从管理角度来看，我们的结果表明，食品配送公司应实施客户忠诚度策略，因为用户更换在线食品供应商的感知风险很高。食品配送应用程序的高可见度积极反映在消费者的同理心水平和忠诚度上。消费者忠诚度还基于与使用此类应用程序相关的定价策略和节省时间。安全价值和可及性是消费者和组织的优先事项，突显了在新冠疫情期间降低感知风险策略的重要性。我们的研究为研究人员和从业者的未来活动提供了一个起点。它可以帮助他们在考虑两个时期（大流行危机引发的危机期间和后危机时期作为新常态）的情况下做出决策。
