How pandemic severity moderates digital food ordering risks during COVID-19: An application of prospect theory and risk perception framework
| Autor: | Xi Y. Leung, Ruiying Cai |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
business.industry
05 social sciences Hospitality industry Risk perception Hospitality Prospect theory Order (business) Tourism Leisure and Hospitality Management 0502 economics and business Pandemic 050211 marketing Marketing Empirical evidence Psychology business 050212 sport leisure & tourism Risk management |
| Zdroj: | Journal of Hospitality and Tourism Management. 47:497-505 |
| ISSN: | 1447-6770 |
| DOI: | 10.1016/j.jhtm.2021.05.002 |
| Popis: | COVID-19 presents both challenges and opportunities to the hospitality industry. The purpose of this study is to examine the effects of perceived risk on intention to order digital food deliveries during the pandemic. Drawing upon the prospect theory and risk perception framework, the study proposed and tested an integrated model of perceived risk with a moderating role of pandemic severity. The results prove the negative impact of perceived risk on purchase intention and identify company's competency as an antecedent of perceived risk. However, consumers' knowledge regarding COVID-19 fails to predict their perceived risk. Different moderating effects are revealed based on pandemic severity. The effect of perceived risk on purchase intention is moderated by self-efficacy in severe pandemic regions, whereas by risk propensity in mild pandemic regions. The findings offer empirical evidence and managerial suggestions to assist hospitality businesses' crisis marketing and risk management. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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