Volume 19, No. 1, 2022
Online Food Shopping Motives during COVID-19 Pandemic for Improving Behavioural Intention: Conceptual Model and Propositions
Mastura Roni, Siti Hajar Mohamad, Amirah Hazimah Borhanordin, Harniyati Hussin, Intan Maizura Abd Rashid and Shahiru Shafiai
Abstract
The Covid-19 pandemic has significantly affected online shopping patterns and accelerated the adoption of online shopping and home deliveries. Online food delivery systems and applications have transformed the way consumers order and consume food, especially during the Movement Control Order by the government during the Covid-19 pandemic. Restaurants and mobility agents such as FoodPanda and GrabFood were heavily reliant on mobile technology during the pandemic to strengthen online essentials from offline services which increased online consumers as well. This study designed the drivers on online food shopping motives towards consumer behaviour intentions among online food delivery customers in Malaysia. Grounded from various streams of literature and scholarly views, this research develops a conceptual model describing the drivers of online food shopping through the propositions of the model utilising Theory of Planned Behaviour and Technology Acceptance Model. Hence, the study also provides a literature overview of the current issue on the pandemic situation on e-commerce and online ordering services in Malaysia as well as discussion and direction for further research.
Pages: 2458-2474
DOI: 10.14704/WEB/V19I1/WEB19165
Keywords: Behavioural Intention, Online Shopping Motives, Covid-19 Pandemic, Online Food Delivery.