Why do consumers choose online food delivery services? A meta-analytic review

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Author(s)
Shankar, Amit
Jebarajakirthy, Charles
Maseeh, Haroon Iqbal
Nayal, Preeti
Kumar, Aman
Krishnan, Chitra
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2024
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Abstract

This study proposes a meta-analytic framework with the underpinnings of unified theory of acceptance and use of technology, value-based adoption model, and brand relationship quality theory to summarise online food delivery (OFD) literature. Meta-analytic bivariate analysis was used to test the relationships in the proposed model. Further, by performing moderation analysis, this meta-analysis resolves inconsistencies in the findings reported in the domain's literature. Performance expectancy, effort expectancy, social influence, facilitating conditions, and perceived risk determine perceived value, while perceived value has a significant positive impact on usage behaviour which in turn triggers satisfaction, trust, and loyalty. Moderation analysis indicates that these effects can vary in the OFD literature depending on various contextual and methodological moderators. This review, being the pioneer meta-analysis in OFD domain, advances the domain's literature. Practically, the findings provide several implications for enhancing consumers’ perceived value and customer responses to OFD services.

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International Journal of Hospitality Management

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123

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Shankar, A; Jebarajakirthy, C; Maseeh, HI; Nayal, P; Kumar, A; Krishnan, C, Why do consumers choose online food delivery services? A meta-analytic review, International Journal of Hospitality Management, 2024, 123, pp. 103921

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