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This study proposed an extended theory of planned behaviour (TPB), that is, considering that behavioural beliefs, normative beliefs and control beliefs (beliefs) will influence perceived service quality (PSQ) on food delivery services. PSQ (behavioural intention) will influence electronic word-of-mouth (EWOM) (behaviour). In addition, exogenous variables including information from online ratings and consumer groups will affect the strength of the relationship between received service quality and EWOM on food delivery service.

This study aimed to investigate the mediation (PSQ) and moderation (Online ratings and consumer groups) effects on the extended TPB for Taiwanese consumers (n = 823).

This study first found a positive relationship between different beliefs and PSQ (behavioural intention). In addition, there is a positive relationship between PSQ and EWOM. Online rating has a moderating effect between PSQ and EWOM. Consumer group has a moderating relationship between PSQ and EWOM.

This study first found that the three stages of beliefs-intention-behaviour for consumers on food delivery service are reciprocal with two paths, starting with offline-to-online in terms of generating the positive relationship between individual belies and PSQ. Next, it can generate positive power to return online with a behaviour of EWOM. In addition, online ratings can enhance and strengthen the positive effect between PSQ and EWOM.

The delivery service business model is the final link in logistics for both online-and-offline (O2O) businesses. O2O business models combine e-commerce and physical commerce, using online marketing techniques to drive consumption in physical channels. Regarding collaborative recommendation, a recommendation mechanism involves two or more parties, such as logistics, retail firms and e-commerce operators, working together to obtain necessary consumer information and knowledge, such as profiles and preferences, as the basis for personalized product recommendations. Thus, delivery service and O2O purchasing integration for retail collaborative recommendations development are valuable research issues on retail and distribution management.

This study implements two-stage data mining analytics for clustering and association rules analysis, to investigate Taiwan consumers' (n = 2,169) preferences for delivery service. This process clarifies delivery service and O2O purchasing behaviours and preferences to find knowledge profiles/patterns/rules for retail collaborative recommendations.

This study first found several knowledge profiles/patterns/rules on our subjects. Discussion and implications for Taiwan retail and delivery service operators are also presented. The research findings show that delivery service is a valuable resource for O2O business models for retail collaborative recommendations.

Regarding originality and value, collaborative recommendation is a mechanism that seeks to understand consumers' lives and context. From the retail perspective, delivery and retail operators can join to discover valuable data on the platform through interactive data on consumer preferences for delivery service and O2O purchasing. These operators can then summarize the information to make collaborative recommendations more accurately, thus increasing O2O purchasing.