Inspecting the mediating role of Online Customer Reviews in studying intention- behaviour gap of Online Food Ordering Applications

Abstract

Online food ordering apps have revolutionized how people order and enjoy their meals. These apps furnish such a wide variety of options to choose from, that online customer reviews turn out to be quite helpful. This investigation tries to study the gap between customers' intention to use OFOAs and their food ordering decision. Online customer reviews are considered as mediating variable while analyzing the intention–behaviour gap. SEM using AMOS 21 has been used for analyzing the data. Results of the study highlighted that customers' perception towards Food safety & hygiene, Lifestyle and peer influence significantly impacts the customers’ intention to use OFOAs. Offers did not present any significant relation with intention to use. Online customer reviews found to be a significant mediator between intention to use OFOAs and food ordering decision.