Decision-making model in digital commerce: electronic trust-based purchasing intention through online food delivery applications (OFDAs)

Abstract

PurposeThis research aimed to raise awareness about the need for safety measures and features of online food delivery applications (OFDAs) to build electronic trust (e-trust) with augmented purchase intention among customers. Moreover, this study explores the attributes of electronic commerce (e-commerce) and how e-trust influences the purchasing intention of consumers while ordering food through OFDAs including fear of contagious diseases. Determinants of e-commerce in the digital era profoundly impact the performance of enterprises.Design/methodology/approachData from 493 food consumers collected from Federal Capital Territory (FCT) Pakistan, who were regular users of OFDAs. To scrutinize the dataset, confirmatory factor analysis (CFA) was conducted to assess the construct validity in this research study. Structural equation modeling (SEM), which is facilitated by Smart-PLS, was employed to examine the direct, moderation and mediation effects of the proposed model.FindingsResults revealed the positive and significant impact of the e-trust on the purchase intention. Additionally, e-trust acted as a mediating factor in the connection between electronic security (e-security), electronic privacy (e-privacy), usability, electronic payment (e-payment), electronic innovativeness (e-innovativeness) and the buyer's purchase intention. Furthermore, the fear of contagious viruses negatively moderated the e-trust and purchase intention that weakened buying behavior.Originality/valueThis research is primarily centered on enhancing the comprehension regarding safety orientation within the context of an evolving restaurant industry. The findings of this study hold substantial contributions for academics, web developers, application designers, OFDAs, restaurants and other businesses since they indicate the attractiveness of OFDAs in generating feelings of pleasure and boosting users' intentions to keep using the application.