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Investigating Online Food Ordering Intentions in Times of Crisis: An Empirical Study
Abstract
This study investigates the factors influencing consumers' intentions to use online food ordering applications during a crisis, using the case of Ukraine amid wartime disruption. Grounded in the Theory of Planned Behavior (TPB), the research incorporates additional constructs—trust and situational influences—to better capture behavioral dynamics in unstable environments. Data were collected from 214 respondents through a structured online questionnaire. The results reveal that attitude, perceived behavioral control, and situational influences significantly and positively affect users' intentions, while trust and social influence also play meaningful roles. The findings emphasize the importance of digital accessibility, trust in service reliability, and the contextual impact of crisis conditions on consumer behavior. This study extends TPB's explanatory power and offers practical insights for digital food service providers aiming to enhance resilience and adapt to user needs in times of disruption.
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