Gaining young customer trust in online food service during the COVID-19 pandemic incorporating valence theory and the quality-based behavior model

ABSTRACT

This study evaluates young customer trust toward online food service (OFS) during the COVID-19 pandemic through the combined lenses of valence theory and the quality-based behavioral model. Data from 404 respondents were gathered from young customers in Indonesia using an online survey. The results from the data analysis process, employing partial least squares structural equation modeling, note that the incorporation of valence theory and the quality-based behavioral model improves the prediction of customer trust. Next, the results note that perceived benefits, food quality, and application quality are the notable determinants of trust. Finally, this research did not find differences in the construct relationships between gender sub-groups, suggesting that the model and results apply to both young men and women.

KEYWORDS:

• Young customer
• trust
• COVID-19
• online food service

Acknowledgments

This study was supported by the funding from The Ministry of Research, Technology and Higher Education Indonesia, Contract no. 156/PL.R7/PG.00.03/2021

Disclosure statement

No potential conflict of interest was reported by the author(s).