Consumer Behaviour and Continuity of Use of Food Delivery Services: An Integrated Approach. Insights from the Pandemic Period

The study builds on the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT2), and the Health Belief Model (HBM) to investigate the role of perceived threat, perceived usefulness, and price value in developing attitudinal and behavioural responses concerning online food delivery service (OFDs) in the context of health emergency. The results of analysing a sample of 223 Canadian and 320 US consumers reveal that some differences occurred between the two countries. The main influential antecedent variables that emerged are perceived usefulness and price value, which can increase the attitude toward the OFD. The perceived threat toward Covid-19 using OFD negatively affected the evaluation of the utilitarian aspects of this service. Finally, the intention to continue using the home delivery service is influenced only by the hedonic component of the attitude.