Summary
The lockdown in China in spring 2020 disrupted food supply for millions of people confined to their homes, and the existing online food delivery services had to scale up quickly to cover the last mile. This study asks which factors shape consumers’ perception and acceptance of retail food delivery in urban China.
We extended the theory of planned behavior with characteristics of the delivery application and of the crisis situation. Data were collected online from 260 participants, and the hypotheses were tested with mean value calculation, univariate linear regression, and multiple linear regression.
Hedonic motivation, convenience motivation, perceived ease of use, navigational design, information quality, privacy and security, restaurant credibility, and perceived severity all had positive and significant effects on intention to use the application, and intention in turn was positively related to actual use. Among these, hedonic motivation, convenience motivation, perceived severity, and restaurant credibility are highlighted as the factors with the largest marginal effects.
Why it matters
Consumer acceptance is a precondition for a delivery network that can be repurposed in a crisis, so the factors identified here are relevant to building resilient last-mile food distribution.
Citation
Lin, Y., Marjerison, R. K., Choi, J., & Chae, C. (2022). Supply chain sustainability during COVID-19: Last mile food delivery in China. Sustainability, 14(3), Article 1484. https://doi.org/10.3390/su14031484
Indexed in: SSCI
Citation
@online{2022,
author = {},
title = {Supply {Chain} {Sustainability} During {COVID-19:} {Last}
{Mile} {Food} {Delivery} in {China}},
date = {2022-01-27},
url = {https://chadchae.github.io/posts_publication/2022-01-27-supply-chain-sustainability-last-mile-food-delivery/supply-chain-sustainability-last-mile-food-delivery.html},
langid = {en}
}