Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19

Abstract Due to the COVID-19 outbreak globally during 2020, usage and virtues of food delivery apps (FDA) have increased immensely, facilitating consumer access providers keep functioning. However, this study aims investigate enablers online engagement (OCE) platform preference in foodservice industry, keeping view moderating role peer pressure by following uses gratifications theory (UGT). The data were collected from 322 FDA's user China lockdown analyzed employing partial least-square structural equation modeling (PLS-SEM). PLS-SEM results revealed that consumer’s self-concept interactivity affect OCE preference. Further, mediates effect relationship between interactivity, self-concept, Furthermore, significantly moderates This research contributes prevailing body literature a novel way UGT on behavior FDA. has value for businesses implications consumers, retailers, practitioners formulate implement value-added strategies consumption-oriented emerging economy.