Factors influencing consumers’ continuance purchase intention of local food via online food delivery services: the moderating role of gender

Abstract

AbstractIn a post-pandemic era, digitalization is embedded in all service sectors, including the food industries. Today’s restaurant industry faces increased competition and the need to adapt to changing consumer preferences for competitive pricing, convenience, and reliable food delivery. In this study, we explore the factors that shape the continued purchase intention of local food via online food delivery (OFD) services. Two hundred valid responses were acquired from Malaysian customers with experience ordering local food through OFD services. Data analysis via SmartPLS revealed that perceived ease of use was the only insignificant predictor, while health aspects, food quality, service quality, and price value significantly influenced customer purchase intention. Notably, price value emerged as the most dominant determinant of purchase intention. Gender moderates the effects of perceived ease of use and service quality on continuance intention. The framework provides a more robust explanation for females, with service quality being their primary focus, while males prioritize price values. These findings offer valuable insights for local restaurants and OFD service providers striving to remain competitive in the post-pandemic epoch.

Keywords

• Food quality
• health aspects
• online food delivery
• price value
• perceived ease of use
• service quality