The 5th International Conference on Modern Management based on Big Data (MMBD2024)

Abstract: The principal aim of this study is to examine the possible influence of fear of COVID-19 and perceived risk of eating out during COVID-19 on the consumers’ attitude toward adopting online food delivery services (OFDS). Moreover, the study aims to identify a possible impact of the customers’ attitude toward adopting OFDS on brand addiction and continuance intention after COVID-19 toward OFDS brands. To achieve these goals, a Web-based self-completion survey has been adopted by achieving a total of 398 completed surveys. Subsequently, structural equation modeling has been employed by using SPSS AMOS. Main findings show a positive relationship between fear of COVID-19 and perceived risk of eating out, that in turn reveals a positive impact on attitude toward using OFDS brands, thus activating a virtuous process leading to the formation of consumers’ positive and addictive feelings towards OFDS brands. Theoretically, the paper responds to the call for more studies focused on the brand addiction analysis in the COVID-19 era. From a managerial perspective, it provides a practical understanding regarding the possible strategies restaurants can adopt to offer efficient OFDS to their consumers.

Keywords: brand addiction; continuance intention after COVID-19; fear of COVID-19; online food delivery services; attitude toward using online food delivery services

Biography: Barbara Francioni is Associate Professor in Business economics and Management in the Department of Communication Sciences, Humanities and International Studies, University of Urbino Carlo Bo. Her research interests focus on international marketing, marketing, brand and international strategy. Her work has appeared in numerous journals, including International Journal of Retail & Distribution Management, Journal of Retailing and Consumer Services, Journal of International Management, International Business Review, Management Decision, Journal of Small Business Management and others.