| With the accelerated pace of life,people have more diversified expectations for catering service,and food delivery service emerge as the times require.The rapid popularity of smart phones combined with the impact of COVID-19 has promoted the rapid expansion of the whole industry,and the overall scale continues to grow,becoming an important part of the catering industry and even the Internet economy.However,after years of development,food delivery service is no longer a new thing,the potential user group is very limited,and the mining cost is high,gradually entering the inventory competition stage.Currently,more commercial companies are trying to enter the competition circuit.If there are no effective strategies to improve existing user behavior while attracting potential consumers,over time,the entire industry may enter a bottleneck period.Existing research has mostly focused on theoretical perspectives such as technology acceptance and reasoned action,revealing some utilitarian factors that promote consumer usage intention.However,there are still shortcomings in exploring the impact mechanism of intrinsic factors on actual usage behavior.Moreover,there are few studies that comprehensively consider the process of balancing the pros and cons of consumers,especially the extent to which the increasingly prominent issues of privacy risk and delivery risk have an impact still needs further exploration.Therefore,in response to the aforementioned research gaps,this article takes the goal content theory as the main framework,combined with the perceived risk theory,to explore the goals and mechanisms of consumers using food delivery service.Firstly,identify several specific consumer goals and risks dimensions based on the context of food delivery service,and aggregate them into three higher-order variables: intrinsic goals,extrinsic goals,and perceived risks.Subsequently,construct a theoretical model based on existing literature and propose hypotheses.Finally,this study used a structural equation model based on partial least squares to analyze 592 valid questionnaires collected through the questionnaire star platform and empirically test the hypothesis.The results indicate that: 1、The extrinsic goals are composed of convenience,food variety,and food quality.The intrinsic goals consist of environmental protection and enjoyment.Perceived risks consist of privacy risk,delivery risk,and food safety risk.2、The extrinsic goals have a significant positive impact on consumers’ actual usage behavior,while the intrinsic goals have a negative impact on actual usage behavior,and the extrinsic goals have a stronger impact than the intrinsic goals.3、Desire has partial mediation effect in the mechanism of intrinsic and extrinsic goals.4、Perceived risks negatively affect actual usage behavior,and significantly negatively moderate the promoting effect of extrinsic goals,but have no significant moderating effect on intrinsic goals.The research results not only broaden the theoretical perspective of food delivery service research,further explore new intrinsic and extrinsic goals and risk factors that affect consumer usage behavior,but also reveal the boundary conditions in the mechanism of goal content influence,confirm that perceived risks are key factors in reducing the promotion mechanism of extrinsic goals,and discover that some consumers may have passive usage behavior.This article recommends that the platform concentrate limited resources to meet the goals that consumers attach the most importance to and stimulate their desire to use.On the one hand,technological innovation and emerging logistics technologies should be used to enhance one’s core competitiveness and avoid vicious competition and a "price war".On the other hand,we should actively cooperate with the national requirements for energy conservation and emission reduction,improve the self-discipline mechanism of the food distribution service industry,and achieve orderly and healthy development of the entire industry. |
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