Give your hunger a new option: Understanding consumers' continuous intention to use online food delivery apps using trust transfer theory

• Published in: International journal of consumer studies 2023-03, Vol.47 (2), p.474-495
• Main Authors: Raza, Aleem, Asif, Muhammad, Akram, Mubasher
• Format: Article
• Language: English
• Subjects: Conflict resolution; Consumer behavior; Consumers; continuous intention; Food; Hunger; online food delivery apps; perceived effectiveness of dispute resolution; Restaurants; Trade; trust transfer theory
• ISSN: 1470-6423; 1470-6431
• DOI: 10.1111/ijcs.12845

The recent growth of online food delivery apps (OFDAs) centralized the restaurant's business in electronic distribution platforms. Recently, a few researchers have attempted to understand consumer behaviour towards using OFDAs. However, various aspects related to the usage of OFDAs have not been explored. Drawing from trust transfer theory, the purpose of this study is to fill this gap by investigating the trust transfer from OFDAs to restaurants and to address the boundary condition of trust transfer by examining the moderating effect of perceived effectiveness of dispute resolution (PEDR) between trust in OFDAs and trust in a restaurant. The model was tested via structural equation modelling (SEM) using data obtained from 836 users of OFDAs through structured questionnaire. The results show that trust in OFDAs positively influence the trust in restaurant, which ultimately leads to the consumers' continuous purchase intention. Further, PEDR positively moderates the relationship between trust in OFDAs and trust in a restaurant. Additionally, disposition to trust and online reviews significantly develops consumer trust in OFDAs. The present research makes substantial theoretical and practical contributions as it develops a trust transfer mechanism by considering an emerging mobile‐commerce field. The study provides a first theoretical outlook on consumers' continuous intention to use OFDAs, using trust transfer theory, which has not been considered so far. The findings provide information for food delivery platforms on how to manage conflict resolution to succeed in the market and help restaurants in selecting the most effective food delivery platforms with which to collaborate.