KOREASCHOLAR

FACTORS INFLUENCING USAGE BEHAVIOR OF ONLINE FOOD DELIVERY PLATFORM SERVICES DURING THE COVID-19 PANDEMIC

Mei-Fang Chen
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422972
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.970
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study aims to integrate the protection motivation theory (PMT) model and attitude to explore the factors influencing consumers’ usage behavior toward online food delivery platform services (OFDPSs) during the COVID-19 pandemic. The utilitarian value and hedonic value of OFDPSs, which may influence consumers’ attitude, were also included in the integrated research model. This study collected a total of 384 participants who are with experience in using OFDPSs during the COVID-19 pandemic in Taiwan for analysis

Keyword
AttitudeCOVID-19Hedonic valueOnline food delivery platform service (OFDPS)Protection motivation theory (PMT)Utilitarian value
Author
  • Mei-Fang Chen(Tatung University, Taiwan)