Factors affecting utilitarian and hedonic attitudes towards online food delivery services during the COVID-19 pandemic. A study of Canadian consumers

The purpose of this study is to use theoretical advances related to the S-O-R framework to test a model in which utilitarian and hedonic attitudes predict behavioural responses associated with OFD services. To test the proposed model, an online survey was carried out on a sample of Canadian consumers (223) over the period March-May 2021. Findings reveal that risk perception towards OFD during COVID-19 negatively influences utilitarian attitudes. Perceived usefulness of OFD and price saving, instead, positively affect hedonic attitudes, which, in turn, positively influence purchase intention. This study validates a comprehensive conceptual model that describes the intent to deploy OFD services during health emergencies. This paper provides guidance to help food companies determine the most appropriate ways to reduce perceived risks and improve perceived ease of use associated with the use of home delivery services.