Decision-making model in digital commerce: electronic trust-based purchasing intention through online food delivery applications (OFDAs)

Mã số article-28316
DOI 10.1108/jts-12-2023-0037
Từ khóa: E-commerce OFDAs E-trust Digital disruption Purchase intention Fear of contagious viruses

Tóm tắt

PurposeThis research aimed to raise awareness about the need for safety measures and features of online food delivery applications (OFDAs) to build electronic trust (e-trust) with augmented purchase intention among customers. Moreover, this study explores the attributes of electronic commerce (e-commerce) and how e-trust influences the purchasing intention of consumers while ordering food through OFDAs including fear of contagious diseases. Determinants of e-commerce in the digital era profoundly impact the performance of enterprises.Design/methodology/approachData from 493 food consumers collected from Federal Capital Territory (FCT) Pakistan, who were regular users of OFDAs. To scrutinize the dataset, confirmatory factor analysis (CFA) was conducted to assess the construct validity in this research study. Structural equation modeling (SEM), which is facilitated by Smart-PLS, was employed to examine the direct, moderation and mediation effects of the proposed model.FindingsResults revealed the positive and significant impact of the e-trust on the purchase intention. Additionally, e-trust acted as a mediating factor in the connection between electronic security (e-security), electronic privacy (e-privacy), usability, electronic payment (e-payment), electronic innovativeness (e-innovativeness) and the buyer's purchase intention. Furthermore, the fear of contagious viruses negatively moderated the e-trust and purchase intention that weakened buying behavior.Originality/valueThis research is primarily centered on enhancing the comprehension regarding safety orientation within the context of an evolving restaurant industry. The findings of this study hold substantial contributions for academics, web developers, application designers, OFDAs, restaurants and other businesses since they indicate the attractiveness of OFDAs in generating feelings of pleasure and boosting users' intentions to keep using the application.

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Tác giả

Zaheer, Muhammad Asif University Institute of Management Sciences, PMAS-Arid Agriculture University Rawalpindi, Rawalpindi, Pakistan Anwar, Tanveer Muhammad Department of Management and Law, Faculty of Economics, University of Rome Tor Vergata, Roma, Italy Iantovics, Laszlo Barna Institute of Preventive Veterinary Sciences and Department of Veterinary Medicine, College of Animal Sciences, Zhejiang University, Ningbo, China Manzoor, Maryam Research Center on Artificial Intelligence, Data Science and Smart Engineering (ARTEMIS), Electrical Engineering and Information Technology, George Emil Palade University of Medicine Pharmacy Science and Technology of Targu Mures, Marosvasarhely, Romania Raza, Muhammad Ali University Institute of Management Sciences, PMAS-Arid Agriculture University Rawalpindi, Rawalpindi, Pakistan Khan, Zoia Department of Business Administration, Istanbul Aydin University, Istanbul, Turkey

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DOI: 10.1108/jts-12-2023-0037

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