Innovation in online food delivery: Learnings from COVID-19.
Int J Gastron Food Sci
; 24: 100330, 2021 Jul.
Article
en En
| MEDLINE
| ID: mdl-34745390
The COVID-19 pandemic has forced some restaurants to shift their business models to innovative approaches in Online Food Delivery (OFD) services. This paper seeks to study the impact of innovations on OFD -new product/services- that aim to enhance the experiential value when ordering food online. Moreover, this paper analyses the willingness to order food delivery online during the COVID-19 pandemic. An experimental design survey was therefore used. The participants assessed one out of four OFD innovation options, its experiential value, and their own willingness to order it. Participants' fear of COVID-19 was measured and used as a moderator variable. A conditional process analysis was used to reveal that innovation in the OFD business can increase the experiential value for the consumer, but this effect should be examined in light of customers' fear of COVID-19. Managerial implications and future research lines are suggested.
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Tipo de estudio:
Prognostic_studies
Idioma:
En
Revista:
Int J Gastron Food Sci
Año:
2021
Tipo del documento:
Article
País de afiliación:
España
Pais de publicación:
Países Bajos