Let Thy Food Be Thy Medicine: Exploring the Impact of Covid-19 Pandemic on the Online Food Delivery Industry

The Covid-19 outbreak and consequent lockdowns have altered consumer food shopping behavior. Against this backdrop, the present study explores the factors that influences online food delivery ordering during the pandemic emergency. A survey was conducted online from 20 July to 23 August, 2020, among the Italian population. A total of 1030 usable responses were included in the data analysis. Results of structural equation modeling highlighted that looking for comfort food has a significant direct effect on the individual’s actual use of food delivery apps (FDA) during Covid-19. Attitudes, perceived benefits, and emotion have an indirect positive impact on the individual’s actual use of FDA. Perceived ease of use of FDA was not significant.