IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v76y2024ics0969698923003600.html
   My bibliography  Save this article

Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior

Author

Listed:
  • Yao, Pinyi
  • Li, Yezheng

Abstract

Since the COVID-19 pandemic, online-to-offline food delivery service (O2OFDS) has become increasingly popular around the world. Employees constitute a major user segment of O2OFDS but are seldom studied from the perspective of consumer behavior. Digitalization has changed the way people work and live, making O2OFDS usage and sedentary behavior common among employees in various organizations. This study aims to investigate the factors influencing employees’ continued intention to use O2OFDS and the effect of sedentary behavior on their subsequent actual use. A research framework based on the expectation confirmation model was proposed, and a two-stage online survey was conducted in China, with 328 valid responses used in data analysis. Partial least squares structural equation modeling was adopted to analyze the data. The results suggest that satisfaction, perceived time-saving, perceived promotion, and desire for food positively affected employees’ continued intention to use O2OFDS. Furthermore, sedentary behavior was positively related to employees’ actual use of O2OFDS and weakened the effect of intention on actual use. The study offers insights for marketers to refine their strategies and enhance customer engagement, as well as for consumers, particularly those who are employed, to balance their use of O2OFDS.

Suggested Citation

  • Yao, Pinyi & Li, Yezheng, 2024. "Why employees continue to use O2O food delivery services? Moderating role of sedentary behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003600
    DOI: 10.1016/j.jretconser.2023.103609
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923003600
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103609?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dirsehan, Taşkın & Cankat, Ece, 2021. "Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Sheng Cheng & Liqun Liu & Ke Li, 2020. "Explaining the Factors Influencing the Individuals’ Continuance Intention to Seek Information on Weibo during Rainstorm Disasters," IJERPH, MDPI, vol. 17(17), pages 1-16, August.
    3. Pinyi Yao & Mohamad Fazli Sabri & Syuhaily Osman & Norzalina Zainudin & Yezheng Li, 2023. "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models," Sustainability, MDPI, vol. 15(2), pages 1-23, January.
    4. Chin-Lung Hsu & Judy Chuan-Chuan Lin, 2020. "Understanding continuance intention to use online to offline (O2O) apps," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 883-897, December.
    5. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.
    6. Kumar, Sushant & Shah, Arunima, 2021. "Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    7. Pinyi Yao & Syuhaily Osman & Mohamad Fazli Sabri & Norzalina Zainudin, 2022. "Consumer Behavior in Online-to-Offline (O2O) Commerce: A Thematic Review," Sustainability, MDPI, vol. 14(13), pages 1-24, June.
    8. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    9. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    10. Jankit Chotigo & Yasuo Kadono, 2021. "Comparative Analysis of Key Factors Encouraging Food Delivery App Adoption Before and During the COVID-19 Pandemic in Thailand," Sustainability, MDPI, vol. 13(8), pages 1-25, April.
    11. Shameena Gill & Alia Maisara Adenan & Adli Ali & Noor Akmal Shareela Ismail, 2022. "Living through the COVID-19 Pandemic: Impact and Lessons on Dietary Behavior and Physical Well-Being," IJERPH, MDPI, vol. 19(2), pages 1-23, January.
    12. Shah, Adnan Muhammad & Abbasi, Amir Zaib & Yan, Xiangbin, 2023. "Do online peer reviews stimulate diners’ continued log-in behavior: Investigating the role of emotions in the O2O meal delivery apps context," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    13. Wynne W. Chin & Barbara L. Marcolin & Peter R. Newsted, 2003. "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study," Information Systems Research, INFORMS, vol. 14(2), pages 189-217, June.
    14. Arnd Vomberg & Martin Klarmann, 2022. "Crafting Survey Research: A Systematic Process for Conducting Survey Research," Springer Books, in: Christian Homburg & Martin Klarmann & Arnd Vomberg (ed.), Handbook of Market Research, pages 67-119, Springer.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aditya Halim Perdana Kusuma Putra, 2024. "Learning from the Past Bridging Digital and Physical Markets: A Guidelines for Future Research Agenda of Online-to-Offline (O2O) Marketing Strategy," International Review of Management and Marketing, Econjournals, vol. 14(3), pages 82-96, May.
    2. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Pinyi Yao & Mohamad Fazli Sabri & Syuhaily Osman & Norzalina Zainudin & Yezheng Li, 2023. "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models," Sustainability, MDPI, vol. 15(2), pages 1-23, January.
    4. Yuen, Kum Fai & Chua, Jie Ying & Li, Xue & Wang, Xueqin, 2023. "The determinants of users’ intention to adopt telehealth: Health belief, perceived value and self-determination perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Goh Mei Ling, 2021. "Customer Satisfaction towards Mobile Food Delivery Apps during Covid-19 Pandemic," GATR Journals jmmr281, Global Academy of Training and Research (GATR) Enterprise.
    6. Burlea-Schiopoiu, Adriana & Puiu, Silvia & Dinu, Adina, 2022. "The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    7. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    8. Loureiro, Sandra M.C. & Cavallero, Luisa & Miranda, Francisco Javier, 2018. "Fashion brands on retail websites: Customer performance expectancy and e-word-of-mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 131-141.
    9. Tsai, Pei-Hsuan & Chen, Chih-Jou & Hsiao, Wei-Hung & Lin, Chin-Tsai, 2023. "Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    10. Zhang, Yiyue & Ha, Hong-Youl, 2024. "The evolution of consumer restaurant selection: Changes in restaurant and food delivery application attributes over time," Journal of Business Research, Elsevier, vol. 170(C).
    11. Meiwen Guo & Liang Wu & Cheng Ling Tan & Jun-Hwa Cheah & Yuhanis Abdul Aziz & Jianping Peng & Chun-Hung Chiu & Rongwei Ren, 2023. "The impact of perceived risk of online takeout packaging and the moderating role of educational level," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
    12. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Jina Jang & Eunjung Lee & Hyosun Jung, 2022. "A Study of Consumers’ Perceptions of Take-Out Food before and after the COVID-19 Outbreak: Applying Big Data Analysis," Sustainability, MDPI, vol. 14(19), pages 1-23, September.
    14. Shah, Adnan Muhammad & Abbasi, Amir Zaib & Yan, Xiangbin, 2023. "Do online peer reviews stimulate diners’ continued log-in behavior: Investigating the role of emotions in the O2O meal delivery apps context," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    15. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    16. Kumar, Sushant & Jain, Aarushi & Hsieh, Jung-Kuei, 2021. "Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    17. Xiaolong Wang & Wenkun Zhang & Tao Zhang & Yanan Wang & Sanggyun Na, 2022. "A Study of Chinese Consumers’ Consistent Use of Mobile Food Ordering Apps," Sustainability, MDPI, vol. 14(19), pages 1-20, October.
    18. Xie, Chaohong & Chiang, Chung-Yean & Xu, Xianhao & Gong, Yeming, 2023. "The impact of buy-online-and-return-in-store channel integration on online and offline behavioral intentions: The role of offline store," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    19. Chidchanok Inthong & Thanapong Champahom & Sajjakaj Jomnonkwao & Vuttichai Chatpattananan & Vatanavongs Ratanavaraha, 2022. "Exploring Factors Affecting Consumer Behavioral Intentions toward Online Food Ordering in Thailand," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    20. Yezheng Li & Pinyi Yao & Syuhaily Osman & Norzalina Zainudin & Mohamad Fazli Sabri, 2022. "A Thematic Review on Using Food Delivery Services during the Pandemic: Insights for the Post-COVID-19 Era," IJERPH, MDPI, vol. 19(22), pages 1-22, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923003600. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.