A research model of the diffusion of food delivery innovation before and after the COVID-19 pandemic in ASEAN countries

Abstract

The food delivery market has increasingly grown during the COVID-19 pandemic all over the world. The purpose of this study is to propose a research model to better understand diffusion of food delivery innovation before and after the COVID-19 pandemic in ASEAN countries. The paper presents structural and measurement models of the diffusion of food delivery innovation. The model is based on literature search of diffusion of innovation, e.g., the Technology Acceptance Model, and statistical analysis results conducted in ASEAN countries. The model includes specified moderators, e.g., eating situation, family structure, and national culture, in addition to ordinal factors from the previous research models. The future research includes statistical analyses on data gathered in Vietnam and Thailand, and extensions to global comparison research.