Marketing

Context (archaeology)

Appeal

Neuroscience

Biology

Statistics

Accounting

Computer science

Structural equation modeling

Business

Coronavirus disease 2019 (COVID-19)

Paleontology

Advertising

Psychology

Mathematics

Political science

Consumer behaviour

Infectious disease (medical specialty)

Revenue

Medicine

Pandemic

Perception

Disease

Machine learning

Pathology

International Journal of Hospitality Management

As COVID-19 escalated globally in 2020, mandated suspension of dine-in services was instilled to control virus transmission. Restaurants lost billions of dollars, millions experienced severe employment changes, and numerous small restaurants closed. For those remaining in business, converting to online food ordering was essential. Unique to the food ordering setting, this study extended the Stimulus-Organism-Response model to predict the purchase intentions of participants in an online food ordering context. Using structural equation modeling, this study discovered the indirect effects of the menu's visual appeal and informativeness, and the perception of COVID-19 risks on consumer purchase intentions. This causal relationship was significantly mediated by consumers' desire for food and their perceived convenience of online food ordering. Through providing theoretical and managerial implications for how to identify appropriate products, utilize content marketing effectively, and attract new customers, this study could assist restaurants in adapting to remaining competitive, even post COVID-19.

The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic