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Impact of perceived convenience, service quality and security on consumers' behavioural intention towards online food delivery services: the role of attitude as mediator.

ABSTRACT: This study aims to examine the impact of perceived convenience, service quality and security on consumers' attitudes and behavioural intentions towards online food delivery services in Bangladesh. The paper proposes an extended theory of the technological acceptance model which includes' perceived convenience, service quality, and security along with their relationships to evaluate their impact on the mediator consumers' attitude and dependent variable consumers' behavioural intention towards online food delivery services. Data were collected from 306 participants. Smart-PLS was used for the data analysis. The results showed that convenience and service quality had significant effects on attitude and behavioural intention. However, no such relationship was found for security.

Supplementary information

The online version contains supplementary material available at 10.1007/s43546-023-00422-7.

SUBMITTER: Chowdhury R

PROVIDER: S-EPMC9825085 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature

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Impact of perceived convenience, service quality and security on consumers' behavioural intention towards online food delivery services: the role of attitude as mediator.

Chowdhury Rupam R

SN business & economics 20230107 1

This study aims to examine the impact of perceived convenience, service quality and security on consumers' attitudes and behavioural intentions towards online food delivery services in Bangladesh. The paper proposes an extended theory of the technological acceptance model which includes' perceived convenience, service quality, and security along with their relationships to evaluate their impact on the mediator consumers' attitude and dependent variable consumers' behavioural intention towards on ...[more]

PMID: 36643187

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Project description:In order to understand consumer perception, reduce risks in online shopping, and maintain online security, this study employs data envelopment analysis (DEA) to confirm the relationship between evaluation and stimuli. It establishes a model of stimuli-organism response and uses regression analysis to explore the relationships among negative online shopping evaluations, consumer perception of risk, and consumer behavior. This study employs attribution theory to analyze the impact of evaluations on consumer behavior and assesses the role of perceived risk as a mediator. The independent variable is negative comments, the dependent variable is consumer behavior, and logistic regression is used to empirically analyze the factors influencing online shopping security. The results indicate a positive correlation between the number of negative comments and consumers' delayed purchase behavior, with a correlation coefficient of 41%. The intensity of negative comments significantly impacts consumers' refusal to make a purchase, with a correlation coefficient of 38%. The length of negative comments substantially influences consumers' opposition to purchasing, also with a correlation coefficient of 38%. There is a close relationship between perceived risk and consumers' delayed shopping behavior and the number of negative comments, with 41% and 4% correlation coefficients, respectively. Perceived risk has a relatively smaller impact on consumers' opposition to purchase behavior, with a correlation coefficient of 27%. The length, intensity, and number of negative comments are correlated with consumers' opposition, refusal, and delayed consumption, negatively affecting consumer intent. Additionally, negative comments are related to perceived risk and consumer behavior. Perceived risk causally influences consumer behavior, while the convenience of shopping has a relatively minor impact on online shopping security. Factors like delivery speed, buyer reviews, brand, price, and consumer perception are significantly related to online shopping security. Consumer perception has the most significant impact on online shopping security, balancing secure and fast consumption under the guarantee of user experience. Strengthening consumer perception enhances consumers' ability to process risk information, helping them better identify risks and avoid using hazardous network software, tools, or technologies, thereby reducing potential online security risks.

Project description:BACKGROUND:Rewarding health knowledge and health service contributors with money is one possible approach for the sustainable provision of health knowledge and health services in online health communities (OHCs); however, the reasons why consumers voluntarily reward free health knowledge and health service contributors are still underinvestigated. OBJECTIVE:This study aimed to address the abovementioned gap by exploring the factors influencing consumers' voluntary rewarding behaviors (VRBs) toward contributors of free health services in OHCs. METHODS:On the basis of prior studies and the cognitive-experiential self-theory (CEST), we incorporated two health service content-related variables (ie, informational support and emotional support) and two interpersonal factors (ie, social norm compliance and social interaction) and built a proposed model. We crawled a dataset from a Chinese OHC for mental health, coded it, extracted nine variables, and tested the model with a negative binomial model. RESULTS:The data sample included 2148 health-related questions and 12,133 answers. The empirical results indicated that the effects of informational support (?=.168; P<.001), emotional support (?=.463; P<.001), social norm compliance (?=.510; P<.001), and social interaction (?=.281; P<.001) were significant. The moderating effects of social interaction on informational support (?=.032; P=.02) and emotional support (?=-.086; P<.001) were significant. The moderating effect of social interaction on social norm compliance (?=.014; P=.38) was insignificant. CONCLUSIONS:Informational support, emotional support, social norm compliance, and social interaction positively influence consumers to voluntarily reward free online health service contributors. Social interaction enhances the effect of informational support but weakens the effect of emotional support. This study contributes to the literature on knowledge sharing in OHCs by exploring the factors influencing consumers' VRBs toward free online health service contributors and contributes to the CEST literature by verifying that the effects of experiential and rational systems on individual behaviors can vary while external factors change.

Dataset Information

Impact of perceived convenience, service quality and security on consumers' behavioural intention towards online food delivery services: the role of attitude as mediator.

Supplementary information

Publications

Impact of perceived convenience, service quality and security on consumers' behavioural intention towards online food delivery services: the role of attitude as mediator.

Similar Datasets

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