Determinants of consumers' intentions to use displayed food hygiene ratings in food ordering decisions on delivery platforms
Rahee Kang, Lana ChungPurpose
As food delivery platforms increasingly mediate food choices, consumers must often make ordering decisions without directly inspecting restaurant hygiene conditions. This study examines the health belief model (HBM)-based determinants of consumers' intentions to use displayed food hygiene ratings (FHRs) in food ordering decisions on delivery platforms and explores the moderating role of cues to action.
Design/methodology/approach
An online survey was conducted with 396 South Korean consumers who had used food delivery platforms within the past three months. Structural equation modeling (SEM) was employed to examine the effects of HBM constructs on intentions to use FHRs. Multi-group analysis was further conducted to assess whether cues to action moderate the relationship between health beliefs and behavioral intention.
Findings
Perceived severity, perceived benefits, self-efficacy and cues to action positively influenced intentions to use FHRs, whereas perceived susceptibility and perceived barriers were not significant predictors. Cues to action also moderated the relationships between perceived susceptibility, perceived benefits and intention to use, suggesting that external informational stimuli may shape the extent to which consumers act upon health-related beliefs during food ordering decisions.
Originality/value
This study extends HBM research to digitally mediated food-ordering environments in which hygiene conditions cannot be directly inspected. By examining cues to action as both a direct predictor and moderating condition, the study provides insight into how external informational stimuli shape the translation of health beliefs into intentions to use hygiene information. The findings offer practical implications for delivery platform providers and food safety regulators seeking to improve the visibility and accessibility of hygiene information.