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Innovation in online food delivery: Learnings from COVID-19
The COVID-19 pandemic has forced some restaurants to shift their business models to innovative approaches in Online Food Delivery (OFD) services. This paper seeks to study the impact of innovations on OFD –new product/services– that aim to enhance the experiential value when ordering food online. Mo...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Elsevier B.V.
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8562059/ https://www.ncbi.nlm.nih.gov/pubmed/34745390 http://dx.doi.org/10.1016/j.ijgfs.2021.100330 |
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author | Gavilan, Diana Balderas-Cejudo, Adela Fernández-Lores, Susana Martinez-Navarro, Gema |
author_facet | Gavilan, Diana Balderas-Cejudo, Adela Fernández-Lores, Susana Martinez-Navarro, Gema |
author_sort | Gavilan, Diana |
collection | PubMed |
description | The COVID-19 pandemic has forced some restaurants to shift their business models to innovative approaches in Online Food Delivery (OFD) services. This paper seeks to study the impact of innovations on OFD –new product/services– that aim to enhance the experiential value when ordering food online. Moreover, this paper analyses the willingness to order food delivery online during the COVID-19 pandemic. An experimental design survey was therefore used. The participants assessed one out of four OFD innovation options, its experiential value, and their own willingness to order it. Participants' fear of COVID-19 was measured and used as a moderator variable. A conditional process analysis was used to reveal that innovation in the OFD business can increase the experiential value for the consumer, but this effect should be examined in light of customers’ fear of COVID-19. Managerial implications and future research lines are suggested. |
format | Online Article Text |
id | pubmed-8562059 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Elsevier B.V. |
record_format | MEDLINE/PubMed |
spelling | pubmed-85620592021-11-02 Innovation in online food delivery: Learnings from COVID-19 Gavilan, Diana Balderas-Cejudo, Adela Fernández-Lores, Susana Martinez-Navarro, Gema Int J Gastron Food Sci Article The COVID-19 pandemic has forced some restaurants to shift their business models to innovative approaches in Online Food Delivery (OFD) services. This paper seeks to study the impact of innovations on OFD –new product/services– that aim to enhance the experiential value when ordering food online. Moreover, this paper analyses the willingness to order food delivery online during the COVID-19 pandemic. An experimental design survey was therefore used. The participants assessed one out of four OFD innovation options, its experiential value, and their own willingness to order it. Participants' fear of COVID-19 was measured and used as a moderator variable. A conditional process analysis was used to reveal that innovation in the OFD business can increase the experiential value for the consumer, but this effect should be examined in light of customers’ fear of COVID-19. Managerial implications and future research lines are suggested. Elsevier B.V. 2021-07 2021-03-11 /pmc/articles/PMC8562059/ /pubmed/34745390 http://dx.doi.org/10.1016/j.ijgfs.2021.100330 Text en © 2021 Elsevier B.V. All rights reserved. Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active. |
spellingShingle | Article Gavilan, Diana Balderas-Cejudo, Adela Fernández-Lores, Susana Martinez-Navarro, Gema Innovation in online food delivery: Learnings from COVID-19 |
title | Innovation in online food delivery: Learnings from COVID-19 |
title_full | Innovation in online food delivery: Learnings from COVID-19 |
title_fullStr | Innovation in online food delivery: Learnings from COVID-19 |
title_full_unstemmed | Innovation in online food delivery: Learnings from COVID-19 |
title_short | Innovation in online food delivery: Learnings from COVID-19 |
title_sort | innovation in online food delivery: learnings from covid-19 |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8562059/ https://www.ncbi.nlm.nih.gov/pubmed/34745390 http://dx.doi.org/10.1016/j.ijgfs.2021.100330 |
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