CONSUMER BEHAVIOR TOWARDS ONLINE DELIVERY FIRMS OFFERING

FOOD SERVICE DELIVERY: EMPIRICAL EVIDENCE

DURING COVID-19 PANDEMIC

ACE ANTHONY R. ACOSTA DR. ZANDRO M. CATACUTAN

JERALD C. ENOCILLAS ADVISER

CJ P. YPARRAGUIRRE
INTRODUCTION

The most convenient way of ordering a food is thru online with the help of food service delivery. FDA(Food delivery apps) offer food service to customer the ability to choose a
diverse product and compare them. Food delivery service continued to grow up to present even there’s a pandemic. Based on the previous findings, convenience enhances the
purchase intention of the consumer because it saves time and effort when purchasing a product and it has a positive effect on the perception of the consumer when using FDA
because it gives time saving and effortless purchase of the product. Advertisements on FDA's can be considered as societal pressure such as: media, friends and peers according to
the context on FDA’s. Moreover, one of the previous study stated that since confidence has been created, online shoppers who experienced shopping before are more likely to
purchase again and expectations from previous satisfaction from online purchases will also result to repurchase intentions. In FDA's ease of use it refers to the comfort in using the
platform in making an order, filtering food choices and restaurants, and tracking the order. Scholars have identified that Ease-of-use in technological innovations has an important
positive association with use intention for the past two decades. The food quality also affects the food intake. Quality control refers to a standard that a service tries to maintain in
order to be consistent or exceed in the set standard of a given industry. In addition, trustworthiness has been widely recognized as a critical quality attribute based on the previous
study's theory that use trustworthiness on mobile applications provides a significant role towards their decision-making for purchasing online that leads to higher loyalty on using
mobile application. Information quality plays an important role in the performance of an information system, in addition to the quality of the system. Information quality represents
the most fundamental communication ability between online buyer and seller, it is considered to be the fundamental determining factor for building trust. It was also found to have
a major impact on usefulness, ease of use, attitude, trust, satisfaction, and use intention in online environment. Most of the previous studies were conducted abroad therefore they
have different purchasing power compared to the Philippines and because of that, we want to conduct our own research here specifically in the province of Cavite to know how
consumer behaviour affects online food delivery services during COVID-19 pandemic.
STATEMENT OF THE PROBLEM

Generally, this study aims to determine the effect of COVID-19 pandemic on the consumer behavior towards the online delivery firms offering food service
delivery.

Specifically, it aims to answer the following questions:

What is the socio-demographic characteristic in terms of:

STATEMENT OF THE PROBLEM

What is the level of consumer behavior in terms of:

STATEMENT OF THE PROBLEM

What are preferences of consumers on online food service delivery in terms of:
STATEMENT OF THE PROBLEM

What is the impact of consumer behavior on food service delivery during the aftermath of COVID-19 pandemic?
OBJECTIVES OF THE STUDY

Generally, this study aims to determine the effect of COVID-19 pandemic on the consumer behavior towards the online delivery firms offering food service
delivery.

Specifically, it aims to answer the following questions:

Determine the socio-demographic characteristic in terms of:

OBJECTIVES OF THE STUDY

Examine the level of consumer behavior in terms of:

OBJECTIVES OF THE STUDY

Identify what are preferences of consumers on online food service delivery in terms of:
OBJECTIVES OF THE STUDY

Investigate what is the impact of consumer behavior on food service delivery during the aftermath of COVID-19 pandemic?
FRAMEWORKS

The conceptual framework shows the effect of the

independent variable towards dependent variable. The figure
divided into two sections, consumer behavior (intention to use)
and convenience, societal pressure, prior online purchase
Consumer behavior Preferences on FDA
experience, and quality control as the key indicators and (intention to use) •Information quality
independent variables. While Preferences on FDA (information • Convenience •Trustworthiness
• Societal Pressure •Price
quality, trustworthiness, price, and ease of use) is the dependent
• Prior Online •Ease of use
variable. This conceptual framework shows that intentions to use Purchase Experience  
(consumer behavior as independent variable) can make an impact • Quality Control  
and direct effect on the dependent variable (Preferences on FDA).
METHODOLOGY
Descriptive research design and Casual/Explanatory research design was used in the study. This research used primary data through the use of our formulated
questionnaire for the consumers who uses FDA.

Stratified random sampling will be used on the research since we’re dealing with a large number of populations. It will lessen the number of participants that will
be included in the study by dividing the population into strata this will allow the researchers to get the best samples that will represents the entire population,
with that it will be more precise. We will choose the participants who uses FDA inside Cavite.
RESULTS AND DISCUSSION
1. Socio-demographic characteristics in terms of:
No. of observations: 310

Descriptive results based on customer’s socio-economic profile as to age

Mean 21.75

Median 21.00

Mode 21

Range 27

Minimum 14

Maximum 41
 RESULTS AND DISCUSSION
Descriptive results based on customer’s socio-economic profile as to Age Group Monthly income
Classification

Prime
working
None
age
25% Php 10,000
16%
Children Php 25,001 and below Php 10,000 and below
0% and above 50% Php 15,001- Php 25,000
Children 12% Php 10,001 to Php
Early working age 15,000
Prime working age Php Php 15,001-
Php 25,001 and above
Early work-
10,0 Php 25,000 None
ing age
01 to 2%
84%
Php
15,0
00
11%
RESULTS AND DISCUSSION
Sex Marital status

Widowed
0% Separated
0%
Married
6%
Male
35% Married
Male Separated
Female Single
Female Widowed
65%

Single
94%
 RESULTS AND DISCUSSION
2. Examine the level of consumer behavior in
terms of:
a. Convenience b. Societal pressure
Table based
Table 3. Descriptive results 4. Descriptive results based on societal pressure
on convenience
Weighted Qualitative Qualitative
Item
Mean Std. Deviation Interpretation   Mean Std. Deviation Interpretation
I receive on-time delivery by 3.96 .581 Agree I can easily be influenced by 3.84 .586 Agree
ordering food online my peers in ordering food
I can order the food anytime I 4.08 .685 Agree online
want My decision in ordering food 3.82 .498 Agree
Detailed information about the 4.04 .609 Agree is based on what my friend
food has ordered
I can order food anywhere I 3.95 .686 Agree Celebrities and influencers 3.84 .571 Agree
want have a great impact when I
General weighted mean 4.01 .477   choose a product/service
I can easily be influenced on 3.93 .568 Agree
the buying a product when I
see many people avail that
certain product/service
General weighted mean 3.8556 .36416  
Valid N (listwise)      
 RESULTS AND DISCUSSION
c. Prior online purchase experience d. quality control
Table 5. Descriptive results based on prior online purchase experience Table 6. Descriptive results based on quality control
Qualitative Qualitative
 
  Mean Std. Deviation Interpretation   Mean Std. Deviation Interpretation
I usually check the 4.52 .606 Strongly agree There are no spills in the food 3.90 .638 Agree
customer reviews before I that I ordered upon delivery.
buy food. Quality of the food upon 3.87 .627 Agree
I repurchase good 4.41 .636 Strongly delivery is the same as when it
products I experienced agree   was picked up from the
  using before restaurant.
Testimonies from previous 4.32 .631 Strongly agree The packaging upon delivery is 4.10 .618 Strongly agree
customers affect my   intact and clean.
buying intention. The riders should follow 4.55 .582 Strongly agree
I prefer purchasing to my 4.47 .647 Strongly agree COVID-19 guidelines.
 
trusted brand/app. General weighted mean 4.1048 .45499  
General weighted mean 4.4298 .51171            
         
 RESULTS AND DISCUSSION
3. Preferences of consumers on online food service delivery in terms of:
b. Trustworthiness
a. Information quality
Table 8. Descriptive results based on trustworthiness
Table 7. Descriptive results based on information quality
Qualitative Qualitative

  Mean Std. Deviation Interpretation   Mean Std. Deviation Interpretation

Strongly agree I only shop on trustworthy 4.34 .685 Strongly agree
I prefer using informative 4.39 .612
platforms/application. platforms.

I prefer using food delivery 4.30 .635 Strongly agree I usually use food delivery 4.12 .721 Strongly agree

application that provides application that gives best

various choice of restaurants rewards for loyal customers

Strongly agree I prefer using applications that 4.40 .707 Strongly agree
I usually use application that 4.26 .658
gives you updates conceals private information
Agree I prefer using food delivery 4.51 .652 Strongly agree
I mostly use application that 3.97 .696
provides trendy foods application with respectful

General weighted mean 4.2306 .52335   riders

      General weighted mean 4.3419 .56747  
 
       
 RESULTS AND DISCUSSION
c. Price d. Ease of use
Table 9. Descriptive results based on price Table 10. Descriptive results based on ease of use
Qualitative Qualitative
  Mean Std. Deviation Interpretation   Mean Std. Deviation Interpretation
I mostly use food delivery 4.06 .741 Agree. I prefer using easy to use 4.36 .632 Strongly agree
application that provides low service/applications.
prices Application design motivates 4.15 .658 Strongly agree
I usually use food delivery 4.22 .655 Strongly agree me to use the platform.
application that gives good I prefer using applications that 4.35 .644 Strongly agree
discounts offers various mode of
I prefer food delivery 4.15 .698 Strongly agree payments
applications with rewards I mostly use applications that 4.41 .625 Strongly agree
I often use food delivery 4.19 .727 Strongly agree delivers in any location
applications that offers free General weighted mean 4.3153 .54227  
delivery        
General weighted mean 4.1524 .61167  
       
RESULTS AND DISCUSSION
4. Impact of consumer behavior on food service delivery during the aftermath of COVID-19 pandemic.

Table 11. Impact of consumer behavior on FDA

Change Statistics
Std. Error of the R Square
Model R R Square Adjusted R Square Estimate Change F Change df1 df2 Sig. F Change
1 .717a .513 .507 .32981 .513 80.449 4 305 <.001 2.134

a. Predictors: (Constant), Quality control, Societal pressure, Prior online purchase experience, Convenience
b. Dependent Variable: Food delivery services

Table 12. Significant Value

Model Sum of Squares df Mean Square F Sig.

1 Regression 35.003 4 8.751 80.449 <.001b

Residual 33.176 305 .109    

Total 68.179 309      

a. Dependent Variable: Food delivery services

b. Predictors: (Constant), Quality control, Societal pressure, Prior online purchase experience, Convenience
 RESULTS AND DISCUSSION
Table 13. Association of variables

Unstandardized Coefficients Standardized Coefficients 95.0% Confidence Interval for B Collinearity Statistics

Model B Std. Error Beta t Sig. Lower Bound Upper Bound Tolerance VIF

     
1 (Constant) .354 .256 1.381 .168 -.150 .858

Convenience .211 .046 .214 4.593 <.001 .121 .302 .732 1.366

Societal pressure .090 .054 .070 1.673 .095 -.016 .196 .920 1.087

Prior online purchase .409 .042 .446 9.791 <.001 .327 .492 .769 1.300

experience

Quality control .219 .049 .212 4.443 <.001 .122 .316 .700 1.429

a. Dependent Variable: Food delivery services

CONCLUSION
• This study was accomplished to determine the consumer behavior towards online food delivery firms. Online food delivery spreading in Philippines but
acceleration of online food delivery is not as rapid as compared to other developed countries like USA and UK.

• The survey questionnaire was prepared and distributed among personal contacts and received 310 responses. The questionnaire format have three main
segments such as general, identified variables then in last customer concern in online shopping. From the survey it is accessed that online shopping is more
popular among the females as in the Philippines most online shopping was made by females with 65.2% and majority of the respondents with 93.9% of them
were single.

• A percentage rise in consumer convenience for food delivery service operators' services will result in a commensurate positive gain in continued preference for
food delivery services.

• The findings was also found to have high level of statistical significance.

• This research does not have sufficient evidence that will prove the significant impact of societal pressure on customers’ preferences towards food delivery
services done online.
RECOMMENDATIONS
• This study was purely based on customer feedback obtained through an online survey, as well as their truthful and honest responses, and it was not classified
into single-person and multi-person households. Future researches could compare and contrast the attributes of single-person and multi-person households to
develop more extensive marketing tactics.

• Moreover, in order to eliminate these biases, future researchers will need to use a variety of data collection approaches. Future researchers could utilize more
diverse random sampling to confirm the dimensions generated in this study and improve the field's outcomes.

• Different stakeholders, such as FDA service providers, restaurant owners, and FDA consumers, will benefit from this study's theoretical and practical results.

• Finally, given people in their early working years account for the majority of delivery app users in Cavite, limiting the study's findings to this age group may be
important.