Customer acceptance of online delivery platform during the COVID-19 pandemic: the case of Brunei Darussalam

Abstract

Purpose

As a result of the COVID-19 pandemic, numerous businesses have migrated to an online delivery platform (ODP) to survive and reconnect with their customers. This study aims to focus on how the public perceives ODP. It examined the acceptance of digital platforms for delivering daily necessities, especially food, in Brunei Darussalam during the COVID-19 pandemic.

Design/methodology/approach

The online survey collected 350 valid samples, and the online questions were distributed using a snowball sampling method, with the questionnaire’s softcopy prepared in Qualtrics and sent via email and social media as hyperlinks. In 2021, we sent out the questionnaire link via email, WhatsApp and Facebook to people and organizations for about six months.

Findings

According to the findings of the study, product quality is a critical factor that consumers consider while making online purchases of different products. The COVID-19 condition positively affects customer acceptance, performance, effort and product quality. This research indicates that service quality, online habits and trust do not influence customer acceptance of an ODP.

Research limitations/implications

The study contributes to the body of knowledge regarding factors influencing the acceptance of ODPs. The factors that influence people’s acceptance of ODPs, especially during the COVID-19 pandemic, are assessed as to whether the COVID-19 pandemic influences people’s acceptance and the identified factor that has the strongest influence on the acceptance of digital delivery platforms.

Practical implications

The study contributes to the growing body of knowledge about how customer behaviors triggered by the COVID-19 condition influence customer acceptance of ODP and how behavior influences customer acceptance of ODP.

Originality/value

This paper is useful to academics, practitioners and policymakers in public administration and policy management. The research provides some insights into massive adoption of ODPs that affects the disruption of conventional business practices.

Citation

Almunawar, M.N. and Anshari, M. (2024), "Customer acceptance of online delivery platform during the COVID-19 pandemic: the case of Brunei Darussalam", Journal of Science and Technology Policy Management, Vol. 15 No. 2, pp. 288-310. https://doi.org/10.1108/JSTPM-04-2022-0073