Self-Protective Dining Behavior: An Investigation on Consumer’s Use of Online Food Delivery Service

This study aims to investigate how consumer’s use of online food delivery (OFD) services is driven by its self-protective nature. Drawing on protection motivation theory, the unified theory of use and acceptance of technology, and diffusion of innovation theory, an integrated model was tested with 1,000 empirical data points to explain consumers’ OFD use during the pandemic. Results confirmed the self-protective nature of OFD use by uncovering a significant positive effect of fear of COVID-19 on consumers’ OFD ordering frequency. Perceived vulnerability contributed more strongly to an individual’s fear of COVID-19 than perceived severity in dining activities. These findings theoretically expand the current understanding of OFD services and provide practical implications for OFD platforms, restaurateurs, and governments.