文献信息：
文献标题：Consumer experiences, attitude and behavioral intention toward onlinefood delivery (OFD) services（消费者对在线外卖（OFD）服务的体验、态度和行为意向）
国外作者：VCS Yeo，SK Goh，S Rezaei
文献出处：《Journal of Retailing and Consumer Services》,2017,35:150-162 字数统计：英文3467单词，19802字符；中文6166汉字
外文文献：
Consumer experiences, attitude and behavioral intention
toward onlinefood delivery (OFD) services
AbstractPrior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services. The purpose of this study is to examine the structural relationship between convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time saving orientation, prior onlinepurchaseexperience,consumer attitude and behavioral intention towards OFD services. The study proposes an integrative theoretical research model based on the Contingency Framework and Extended Model of IT Continuance. 224 valid questionnaires were collected to empirically test the research model using the partial least square (PLS)pathmodelingapproach. The results imply that the proposed hypotheses were supported, except for the relationship between prior online purchase experience
and
post-usage
usefulness.
Practicalimplicationsandlimitationsarediscussed.
Keywords: Convenience motivation; Post-usage usefulness; Hedonic motivation; Price saving orientation; Timesaving orientation; Prior online purchase experience; Behavioral intention towards online food delivery (OFD) services
1.Introduction
E-commerce has surpassed its traditional definition (Jones, 2013). Consumers prefer E-commerce platforms as a shopping medium because they can shop at the comfort of their own homes and at the leisure of their own time (Jiang et al., 2013; Rezaei et al., 2016c). The explosive growth of the Internet has influenced online retailing and Ecommerce development in general (Bressolles et al., 2014; Burt and Sparks, 2003; Faqih and Jaradat, 2015; Nilashi et al., 2015; Towers and Xu, 2016). Development of online retailing means a virtually unlimited choice of products and services such that the consumer benefits from product customization, real time interactive communication and fast delivery. The food industry is a saturated market, though, retailers have begun providing additional online services to remain competitive. However, prior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services.
According to Spykerman (2013), Malaysia has an Internetpenetration rate of 67%. Although the number of users is lower than China, the percentage is higher, which shows that Malaysians in general are more assertive in e-commerce. In China alone, there are over 420 million Internet users, of which 87.88 million users are online shoppers (CNNIC, 2010). According to Euromonitor (2015), the 100% home delivery market in Malaysia has a value of RM253 million in2014, andis expected to continue growth at 11% per annum. This is especially evident in the fast food segment that provides delivery to homes. One of the major players, Kentucky Fried Chicken (KFC) started delivery services in Malaysia in 2012 to further enhance their service quality. However, smaller food retailers are also strident to provide these delivery services with the help of food delivery intermediaries. As for online food ordering, Kimes (2011) found that 44% of adults in the US have ordered food online and 23% of large food chains provide delivery services. There are two types of retailers that provide food delivery services. The first are retailers themselves. This category is largely comprised of fast food chains such as Pizza Hut, McDonalds, Domino's Pizza,
Kentucky Fried Chicken and so on. The second category is comprised of multiple restaurant intermediaries that provide delivery services for a large range of restaurants. Examples include Food Panda, Room Service, GrubHub, Eat24hours.com, Just-eat.com, Delivery.com and more.
Reasons motivating consumers to buy from an online medium are important for food retailers. In terms of technology adoption, there have been numerous studies that have found a positive relationship between attitude and behavioral intention (Chang et al., 2012; Ingham et al., 2015; Wagner et al., 2016). Consumers prefer to use online services because convenience, usage usefulness and other motives (Kimes, 2011; Littler and Melanthiou, 2006; Saarij?rvi et al., 2014)or prior online experiences (Rezaei et al., 2016d). Food is in the category of low involvement products, thus, consumers tend not toremember the prices, indicating that consumers make food-price choices rationally at the given time without much considerationof past transactions (Monroe and Lee, 1999). The time-saving factor increases the value of services provided because it reduces the amount of time and energy consumers expend (convenience) to purchase a product (Jeng, 2016), and has been proven significant. However, recent literatures (Alavi et al., 2016; Tsang and Tse, 2005) revealed shopping motivations can also come from values and pleasure that consumer seeks from shopping (Babin et al., 1994). Furthermore, online food consumption is driven by both utilitarian and hedonic motivations (Nejati and Moghaddam, 2013).
Even though OFD is not as popular as other means of ordering food, the number of users are steadily rising. Although the most common ordering method is the telephone, orders through restaurant websites and multi-food websites have reached a substantial amount at 22.9%. Therefore, this research attempts to bridge both the online medium and food delivery services for retailers and marketers to develop more effective strategies to target this market. There has been little research conducted on behavioral intentions towards OFD services. The purpose of this study is to examine the structural relationship between convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time saving orientation, and prior online purchase experience, attitude and behavioral intention towards OFD services.
Therefore, this study extends the existing consumer behavioral models by including several key constructs to explain the intention to use OFD services.
2.Theoretical background and hypotheses development
This study proposes an integrative theoretical research model (See Fig. 1) based on the Contingency Framework (Anderson and Srinivasan, 2003) and Extended Model of IT Continuance. The Contingency Framework shows support that e-satisfaction has an impact on e-loyalty. It was also discovered through empirical analysis that the relationship is moderated by inertia, convenience motivation, purchase size, perceived value and trust. The foundation of this theory is based on the fact that organizations need to retain their customers to ensure profitability and that loyal customers are worth much more to businesses. Contingency Framework has been adopted for use in many areas of research including the study on books and flights (Harris and Goode, 2004), the effects of website quality on purchase of online tourismproductsandservices(Baietal.,2008)aswellasmobilecommerce (Amin et al., 2014; Rezaei and Ismail, 2014; Rezaei et al., 2016b).
Moreover, the model of IT Continuance was extended by Bhattacherjee et al. (2008b) by modifying and adding several variables to the original model by Oliver in 1980. Recent research (Rezaei et al., 2016c) claims that post-usage usefulness had a significant effect on IT Continuance. However, this study includes a partial adoption of the model of IT Continuance, namely the variables of post-usage usefulness, attitude and behavioral intentions. The model of IT Continuance shows a direct link between post-usage usefulness to attitude, and attitude to behavioral intentions, which in his case was the continuance of IT products and services. As a driver of users continues intention, post-usage usefulness has been found to influence the association between beliefs and continuance intentions, similar to how attitude mediates the relationship between beliefs and intentions in the Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). This model has been adopted by many researchers to find the continuance of using certain IT such as self-service technologies (Chen et al., 2009), Web 2.0 (Chen et al., 2012), E-learning systems (Lin
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