Consumer adoption of online-to-offline food delivery services in China and New Zealand

Abstract

Purpose

This study explores impacts of innovation-adoption characteristics, food choice motives, segmentation and socio-demographics on consumer adoption of online-to-offline food delivery services (O2O-FDS) in a Western developed country – New Zealand – and an Asian developing country – China.

Design/methodology/approach

An online survey of 1,185 consumers provides data that the authors analyse using factor analyses, structural equation modelling and cluster analysis.

Findings

The following innovation-adoption characteristics and food choice motives have statistically significant effects on consumers' attitudes and/or purchase intentions towards O2O-FDS in the pooled sample and/or the samples of two countries: perceived incentive, perceived complexity, processed convenience, cheapness, taste appeal, safety-assured and purchase convenience. Three consumer segments are recognized: conservatives (26.6%), food-value seekers (40.8%) and pioneers (32.6%). Significant differences are found in marital status, age, household income, education level, household size, occupation, country and residential areas across the three segments.

Originality/value

This is the first study to systematically understand significant influencing factors for the O2O-FDS adoption by using a sample set composed of both Eastern and Western consumers.

Citation

Wang, O. and Scrimgeour, F. (2022), "Consumer adoption of online-to-offline food delivery services in China and New Zealand", British Food Journal, Vol. 124 No. 5, pp. 1590-1608. https://doi.org/10.1108/BFJ-03-2021-0208