ArticleFrontiers in psychology2022
Restaurant Diners' Switching Behavior During the COVID-19 Pandemic: Protection Motivation Theory.
Article in Frontiers in psychology, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 8 papers.
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Who cites it
8 citing papers in PubMed, 31 citations in OpenAlex.
- Role of servicescape in patients' clinic care waiting experience: Evidence from developing countries.PloS one · 2024Article
- Application of Protection Motivation Theory to COVID-19 vaccination among a predominantly Hispanic sample of adolescents.Preventive medicine reports · 2023Article
- Article
- Meta-analysis on application of Protection Motivation Theory in preventive behaviors against COVID-19.International journal of disaster risk reduction : IJDRR · 2023Review
- The Role of COVID-19 Vaccine Perception, Hope, and Fear on the Travel Bubble Program.International journal of environmental research and public health · 2022Article
- Effect of restaurant consumers' anticipated emotions on perceived value and behavioral intention in the COVID-19 context.Frontiers in psychology · 2022Article
- Value acquisition, value co-creation: The impact of perceived organic grocerant value on customer engagement behavior through brand trust.Frontiers in psychology · 2022Article
- A pathway towards the development and evolution of consumer behavior: Policy directions for sustainable development and improvement of nutrition.Frontiers in nutrition · 2022Article
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Authors and funding
6 authors at 2 institutions in 2 countries.
Funding
No grant is acknowledged in the PubMed record.
Abstract
The unsettling fear of COVID-19 infections has caused a new trend in consumer behavior in the food and beverage industry. The unprecedented COVID-19 pandemic has shifted consumers' preferences from eat-in to online delivery. This research aims to measure the impact of consumers' motivation to protect themselves from contracting COVID-19, which explains why people switch from eat-in to online food delivery. We adopted the theory of protection motivation (PMT) to explain consumer switching behavior during the COVID-19 pandemic. The present study investigated the mediating effect of switching intention on the relationship between vulnerability, altruistic fear, anticipated regret, and switching behavior. Simultaneously, we examined the role of brand awareness as a moderator of behavioral choices of consumers switching from eat-in to online delivery. We collected data from 681 eatery consumers in Kuala Terengganu, Malaysia, using scenario-based survey questionnaires (327 eat-in respondents and 354 online delivery respondents). Then, the data were analyzed using structural equation modeling (SEM). This new generation analysis was conducted using the analysis of moment structure (AMOS) (v.24.0) and the statistical package for social science (SPSS-version 25.0). The results indicated that consumer vulnerability, altruistic fear, and anticipated regret of COVID-19 increased consumers' propensity to shift from eat-in to online food delivery. Allegedly, consumer behavioral control and intention of switching toward online delivery were pointedly affected by switching behavior. The results indicated that consumer vulnerability, altruistic fear, and anticipated regret of COVID-19 increased the shifting of restaurant dine-in patterns and made the intention to switch to online delivery. Consumers' alleged behavioral control and their intention of switching toward online delivery were pointedly affected by switching behavior. We also found that brand awareness moderately affects switching behavior toward restaurant settings. The present research contributes to developing the consumer behavior model of switching from eat-in to online delivery. This study also provides eatery customers and the business community with a safer and healthier proposition of shifting to online food delivery during the pandemic.
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