The Korean Journal of Food & Health Convergence (식품보건융합연구)

Korea Food & Health Convergence Association (한국식품보건융합학회)
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The Effect of Delivery Food on Customer Emotional Response and Repurchase Intention

  • CHA, Seong-Soo (Department of Food Science and Service, Eulji University) ;
  • SHIN, Mee-Hye (Department of Food Science and Service, Eulji University)
  • Received : 2021.02.23
  • Accepted : 2021.03.10
  • Published : 2021.03.30
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Abstract

The purpose of this study is to examine the impact of the service quality of delivery food on customers' emotional response and repurchase intention during the COVID19 pandemic. The proposed research model examined the effect on the service quality, customer sentiment response, and repurchase intention of delivery food. A questionnaire was distributed and measured for 300 consumers who had experience using food delivery services in the last 30 days. The questionnaires from previous researches were revised to fit the purpose of the present study. The survey results were analyzed to verify the reliability and validity of the measured variables. To verify the hypotheses a Structural Equation Modelling (SEM) was used for the study. The results showed that taste, price fairness, and package design positively affected emotional response; moreover, repurchase intention was enhanced by emotional response. This research analyzed the relationships between service qualities of delivery food, emotional response, and repurchase intention when customers consume delivery food during COVID19 in Korea. This study extends the delivery food literature by combining customers' emotional behavior with SEM model. The result suggested competitive strategic plans and development directions of food delivery companies in the rapidly increasing food delivery industry, providing implications for further research.

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References

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