Factors affecting consumers’ reuse of online food delivery services during the coronavirus-19 pandemic

The global spread of coronavirus (COVID)-19 has affected numerous service industries because of social distancing requirements. In this study, we developed a model integrating the health belief model and protection motivation theory to understand the facilitators and limiting factors that affect people’s reuse of online food delivery services (OFDSs). A total of 403 OFDS consumers volunteered to participate in this study. Structural equation modelling was applied to analyse a conceptual model. The results revealed that perceived severity of COVID-19 and perceived vulnerability to contracting COVID-19 positively affected perceived threat of dining out, which then affected OFDS reuse. Perceived response efficacy, perceived response cost, and perceived self-efficacy mediated the influences of the perceived general benefits of and general barriers to OFDS reuse. Both the theoretical and practical implications of this study can support food service marketers in managing service situations requiring social distancing.