The online food-ordering service industry experienced substantial growth due to the COVID-19 pandemic. Several online food delivery service (OFDS) providers enhanced their logistical capabilities and introduced instantdelivery choices (Instant OFDS)to improve customer experiences. However, research concerning the logistical factors that influence customers’ adoption of Instant OFDS is scarce. Therefore, a sequential mixed-methodology approach was used to investigate the impact of various logistics service quality (LSQ) factors on the adoption of Instant OFDS. A qualitative study (Study 1) was conducted with 22 customers who had utilised Instant OFDS, the aim of which was to determine the primary LSQ factors that facilitate or impede the adoption of Instant OFDS. The qualitative analysis revealed that the prominent factors driving the adoption of Instant OFDS included timeliness, order discrepancy handling, and personnel contact quality. In contrast, the elements that discouraged customers included order condition, order release quantity, and order accuracy. These LSQ factors were further investigated to thoroughly comprehend the decision-making process that customers go through when selecting Instant OFDS via a quantitative investigation (Study II) employing behavioural reasoning theory (BRT) based on data from 407 customers. The BRT model, which consists of process beliefs, reasons for and against adopting Instant OFDS (LSQ factors), and attitude and intention towards adopting Instant OFDS, was tested using structural equation modelling. The moderating effects of price consciousness were also examined on the relationships between these variables. The results of the hypotheses testing indicated that customers’ process beliefs played a crucial role in influencing their reasoning (both in favour and against) and attitude towards adopting Instant OFDS. Whereas ‘reasons for’ factors influenced the customers’ intention, ‘reasons against’ factors did not influence attitude or intention. Moreover, no moderating effect of price consciousness was found on any of these relationships. The findings of this study highlight several key insights regarding the adoption of instant delivery choices. Thus, the present study provides significant contributions to the literature and practical implications for managers working in the OFDS sector.

中文翻译：

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餐桌上的方便食品：物流服务质量维度在采用即时在线食品配送服务中的作用

由于 COVID-19 大流行，在线订餐服务行业经历了大幅增长。一些在线食品配送服务 （OFDS） 提供商增强了他们的物流能力，并引入了即时配送选择 （Instant OFDS） 来改善客户体验。然而，关于影响客户采用 Instant OFDS 的物流因素的研究很少。因此，采用顺序混合方法研究各种物流服务质量 （LSQ） 因素对采用即时 OFDS 的影响。对 22 名使用 Instant OFDS 的客户进行了一项定性研究（研究 1），其目的是确定促进或阻碍采用 Instant OFDS 的主要 LSQ 因素。定性分析显示，推动采用 Instant OFDS 的突出因素包括及时性、订单差异处理和人员联系质量。相比之下，让买家望而却步的因素包括订单状况、订单发放数量和订单准确性。这些 LSQ 因素经过进一步调查，以彻底理解客户在选择 Instant OFDS 时所经历的决策过程，采用基于 407 名客户的数据进行定量调查（研究 II），采用行为推理理论 （BRT）。BRT 模型包括过程信念、采用即时 OFDS 的原因（LSQ 因素）以及采用即时 OFDS 的态度和意图，使用结构方程模型进行了测试。还研究了价格意识对这些变量之间关系的调节作用。 假设检验的结果表明，客户的流程信念在影响他们对采用即时 OFDS 的推理（赞成和反对）和态度方面起着至关重要的作用。虽然 “原因 ”因素影响了客户的意图，但 “理由反对 ”因素不会影响态度或意图。此外，没有发现价格意识对这些关系中的任何一个都有调节作用。这项研究的结果强调了有关采用即时配送选项的几个关键见解。因此，本研究为文献提供了重大贡献，并为在 OFDS 部门工作的管理人员提供了实际意义。