Journal of Retailing and Consumer Services 62 (2021) 102595

Contents lists available at ScienceDirect

Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Revisiting food delivery apps during COVID-19 pandemic? Investigating

the role of emotions
Sushant Kumar *, Arunima Shah
Marketing Management, Indian Institute of Management Raipur, India, Naya Raipur, Chattisgarh, 493661, India

A R T I C L E I N F O A B S T R A C T

Keywords: Food delivery apps (FDAs) have transformed the way consumers order and consume food, especially during the
Arousal mobility limitations of the COVID-19 pandemic. The hospitality industry, especially restaurants are heavily
Continued usage intentions reliant on mobile technology during the pandemic to strengthen essential online to offline food delivery, helping
COVID-19 pandemic
large number of consumers. This study investigates the role of app aesthetics in evoking emotions which predict
Dominance
Food delivery apps
continued usage intentions for FDAs using the theoretical lens of the pleasure arousal dominance (PAD)
Pleasure framework. Data was collected from 341 consumers during the pandemic. Findings indicate that app aesthetics
generate pleasure, arousal, and dominance emotions among consumers during pandemic where pleasure is the
most significant predictor of continued usage intentions followed by dominance. Findings also confirm the
mediating effect of arousal on pleasure and pleasure on continued usage intentions. The study has implications
for academicians, food delivery companies, app designers and other app-based businesses as it proves the sig­
nificance of an aesthetic app design in evoking positive PAD emotions in consumers during a crisis and
strengthens the explanation of continued usage intentions.

1. Introduction management and offline delivery.

The proliferation of FDAs has proved to be very useful during the
Penetration of smartphones has changed lifestyles of millions of ongoing global pandemic caused by the novel coronavirus which erup­
people worldwide. Due to their multiple functionalities, smartphone ted in 2019 and has progressively expanded to every country in the
usage among consumers has risen exponentially. A report by the Global world (Pan et al., 2020). According to the World Health Organization,
Association of Mobile Operators suggests that mobile phone users hitherto there are 118,209,329 confirmed cases of COVID-19, including
exceeded the 5 billion mark worldwide in 2020. More than 3.7 billion 2,623,409 deaths worldwide (WHO, 2021). Strict COVID norms like
mobile phone users use the internet, and more than 12 million people maintaining social distancing, wearing masks, and avoiding direct or
have some form of internet of things connection (GSMA, 2020). Several indirect social contact have been imposed by governments to minimize
companies have launched their mobile based applications to tap into the the spread of the virus and contain the associated infections (Pan et al.,
pool and attract customers. Food delivery apps (FDAs) are among the 2020; Venkatesh and Edirappuli, 2020; Xie et al., 2020). Strict world­
fastest growing sectors of mobile applications (Statista, 2020a). The wide lockdown measures imposed during the initial months of the
online food delivery business reached US$ 107.4 billion worldwide in pandemic and continued mobility restrictions have severely affected the
2019 and is expected to reach US$182.3 billion by 2024 (Statistia, traditional restaurant and catering industry as consumers are not willing
2020a). China, US, and India are the three largest markets for FDAs. to dine in or use public services. The restaurant industry which was
Eleme, Meituan, Ubereats, Grubhub, Seamless, and Swiggy are some of projected to reach US$ 899 billion in 2020 in US (National Statistics,
the major global service providers in the FDA sector and have seen sharp 2020) is estimated to have lost around US$ 240 billion by the end of
growth in recent years. Globally the FDA sector is expected to grow at an 2020 (Klein, 2020). According to an estimate, the year over year decline
annual growth rate of 11.4% during 2019–24 (IMARC, 2020).The Sta­ of seated diners’ restaurants worldwide was a staggering 32.39% from
tista report says that FDAs are beneficial to organizations and customers February to September 2020 (Statistia, 2020b). China and India have
alike as they offer easier, more efficient, and hassle-free online order also faced similar losses where restaurant revenues have declined by

* Corresponding author.
E-mail addresses: 321kumarsushant@gmail.com (S. Kumar), arunimashah19@gmail.com (A. Shah).

https://doi.org/10.1016/j.jretconser.2021.102595
Received 19 November 2020; Received in revised form 20 April 2021; Accepted 24 April 2021
Available online 4 May 2021
0969-6989/© 2021 Elsevier Ltd. All rights reserved.
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

45% (Zhao and Bacao, 2020) and 35% (Singh, 2020) respectively. study, we develop a comprehensive model to understand the influence
Amid the negative impact of pandemic on businesses (Talwar et al., of an apps’ aesthetic appeal and formality on continued usage intentions
2021), large number of restaurants transitioned to online catering and of FDAs in COVID-19 pandemic using the PAD theory. We test the model
transformed their operations from traditional brick and mortar store by collecting data from 341 respondents who used FDAs during the
linked services to online-to-offline services to fulfill consumers’ demand pandemic. The findings of the study offer multiple novel contributions to
and to sustain the business through the crisis, thanks to FDAs. Research literature and practice of FDAs, hospitality, and continued usage in­
shows unusual consumer purchase behavior during the pandemic (Laato tentions during a pandemic.
et al., 2020) including financial attitude (Talwar et al., 2021). Many The paper is organized as follows. In the next section we review the
traditional food delivery services have moved to online platforms during literature on FDAs and PAD theory and propose our hypotheses and
the pandemic and new companies have entered the FDA business during conceptual model. The methodology section highlights the data collec­
the pandemic to stay afloat or use the opportunity to transition to the tion and analysis process followed by the results and discussion of the
digital platform (Lattani, 2020). For example, Amazon launched its food study findings. The implication section outlines the theoretical and
delivery business in May 2020 in India (Bhakta and Sriram, 2020). 106, practical contributions of the study. Finally, we conclude the study with
000 new companies linked to food delivery services were registered in an acknowledgement of the limitations and future scope of the study.
China between January to May 2020 (Tianyancha, 2020) and conse­
quently, observed an increase is revenue by US$ 91.8 billion in 2020 2. Literature review
(iiMedia, 2020). FDAs not only helped catering companies or restaurants
survive and grow during the COVID 19 pandemic but also satisfied 2.1. Food delivery apps (FDAs)
consumers’ demands of personal safety concerns, efficient food delivery,
and convenience, (Zhao and Bacao, 2020). FDAs refer to app-based services which enable consumers to order
The massive digital transformation that has happened in the industry food online and get it delivered to their doorsteps (Ray et al., 2019;
also needs to be sustained in the long run. Since the FDAs are the Wang et al., 2019). FDAs primarily work in the form of mobile appli­
interface between the restaurants and caterers and the consumers, it is cations and can be classified into two categories (Zhao and Bacao,
pertinent that businesses ensure continued usage of the FDAs during and 2020): (1) restaurants or catering enterprises such as Domino’s, Pizza
after the pandemic. Hence, investigating the motivating factors to revisit Hut, or KFC which have created their own apps for receiving online
FDAs during COVID-19 pandemic is essential for multiple stakeholders. orders and facilitating and offline delivery, and (2) third-party inter­
Prior studies explore multiple antecedents of adoption intentions or mediary services (platforms) such as Uber eats, Meituan, Grubhub,
intentions to use FDAs such as social influence, easiness, satisfaction, Zomato, and Swiggy which act as an interface between consumers and
quality of service, convenience, and performance expectancy (Cho et al., restaurants or catering services (Roh and Park, 2019). Our study focuses
2019; Ray et al., 2019; Roh and Park, 2019; Yeo et al., 2017) along with on the second type of FDAs which act as an organization of strategic
perspectives of consumption value (Kaur et al., 2021) and innovation collaboration of franchises in which the business of food delivery as­
resistance (Kaur et al., 2020). Research indicates that aesthetics (appeal sumes the role of an intermediary.
and formality) and design play a crucial role in determining the During COVID-19 pandemic, FDAs followed the contactless delivery
behavioral intentions towards a website as they generate positive process to ensure minimal exposure. FDAs also started several new ini­
emotions of pleasure, arousal, and dominance among users (Chang et al., tiatives such as supplying essentials to consumers, offering COVID in­
2014; Loureiro et al., 2020) and drive users emotionally to visit a surance to delivery partners, developing pandemic relief fund, and strict
website (Yang et al., 2020). However, studies investigating the ante­ adherence to hygiene standards at restaurants for all steps including
cedents of continued usage intentions of FDAs are scarce. Furthermore, preparing, cooking, and packing of food (Goyal, 2020). The initiatives
the current COVID-19 situation, recurring waves of COVID cases and and services by organizations offered multiple benefits (e.g., Yadav
new virus strains in countries across the world makes the study more et al., 2019) to customers by efficiently maintaining social distance and
relevant. The risk of further lockdowns, curfews, and mobility re­ enriching delivery services and to catering enterprises by helping them
strictions inspires us to study the factors motivating consumers to revisit survive the pandemic and reducing the spatio-temporal delay in order
the FDAs from an environmental psychology perspective. The primary and consumption process (Zhao and Bacao, 2020).
research gap that this study aims to fulfill is identifying the factors that Previous studies explore the adoption or use intentions of FDAs in
determine a consumer’s continued usage intentions towards FDAs dur­ several countries such as China (Cho et al., 2019; Zhao and Bacao,
ing a pandemic. The results would help businesses, especially newly 2020), South Korea (Lee et al., 2019; Roh and Park, 2019), USA (Gunden
launched food delivery services, understand customers’ emotion and et al., 2020), Jordan (Alalwan, 2020), India (Kapoor and Vij, 2018; Ray
behavior towards FDAs and design more aesthetically inclined FDAs. et al., 2019), and Malaysia (Yeo et al., 2017) among others. These
Specifically, our study attempts to address three research questions studies adopt multiple theoretical frameworks such as UTAUT2 and
(RQs). First, how aesthetic appeal and aesthetic formality evoke emo­ UGT, apply quantitative, qualitative, and mixed research designs, and
tions among users during the COVID-19 pandemic? Second, what is the offer interesting insights. For example, Yeo et al. (2017) found that
role of pleasure, arousal, and dominance on continued usage intentions? convenience, time and price saving, prior experience, hedonic motiva­
Third, do emotions mediate the association between aesthetic appeal tion, and behavioral intentions reinforce each other. Ray et al. (2019)
and aesthetic formality, and continued usage intentions? suggest that customer experience, ease of use, listing, and search of
We address these research questions through the pleasure arousal restaurants influence the intentions to use FDAs. Mehrolia, Alagarsamy,
dominance (PAD) theory which was originally developed from the and Solaikutty (2020) conclude that consumers exhibiting
environmental psychology perspective (Mehrabian and Russel, 1974). high-perceived threat during COVID-19, less product involvement, less
Studies suggest that consumers’ feelings and perceptions of the physical perceived benefit on food delivery, and less frequency of online food
environment are captured in the fundamental emotions of pleasure, orders are less likely to order food through FDAs. Alalwan (2020) show
arousal, and dominance which are independent dimensions (Loureiro that online reviews, ratings, facility of online tracking along with other
et al., 2020; Yang et al., 2020). These emotions are generated due to UTAUT2 variables significantly influence continued usage intentions.
changes in the external environment (e.g., Shankar et al., 2020). The Lee et al. (2019) use UTAUT2 to show that information quality, habit,
pandemic has created a situation in which consumers’ feelings and and social influence play crucial role in continued usage intentions.
perceptions are getting reflected in their emotions through various cues. Additionally, Gunden et al. (2020) propose that mindfulness along with
Adoption and continued usage intention of food delivery apps is one impulse buying tendencies influence consumer intentions to use FDAs.
such cue which is closely associated with consumers’ emotions. In this With respect to new technologies, Talwar et al. (2020b) found that

2
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

perceived usefulness positively correlated with continuation intention of of online games (Huang et al., 2017), intentions and attitude for web­
new technologies such as mobile payment. Talwar et al. (2020b) use sites of destinations (Loureiro, 2015), and affection for websites (Lour­
information systems success and IT continuance models to show that eiro et al., 2020).
trust in online apps, especially the ones that require payments, and This study adopts PAD in the context of FDAs for two prime reasons.
continued usage of such apps, is a function of the characteristics and First, previous studies confirm that emotions generated in online envi­
information quality of the technology. For new technologies such as ronment such as website or app can be effectively captured and under­
online travel agencies, Talwar et al. (2020a) found that benefits barrier stood by PAD framework (Loureiro et al., 2020; Yang et al., 2020).
is the strongest inhibitor of purchase intentions as well as Talwar et al. Second, the crisis of COVID-19 pandemic has generated emotions among
(2020b) found that quality of benefits, monetary, social status, infor­ people which can be assessed by PAD as it provides a visualized over­
mation, and preference values are associated with purchase intentions. arching framework to study the impact of environmental stimuli which
However, these studies are silent on the emotional dimensions of in turn, evoke emotions among consumers.
consumers which get evoked while using FDAs. Moreover, during the
COVID-19 pandemic, FDAs are delivering not only food but also essen­ 3. Research model and hypotheses development
tial supplies such as groceries, first aid, and rations to consumers’
doorsteps which further enhances the emotional association of con­ We present the research model to address the research questions in
sumers with FDAs. Thus, our study explores the emotional dimensions of Fig. 1. The antecedent variables of the model are aesthetic appeal,
consumers and is grounded in the PAD theory. aesthetic formality, emotions namely pleasure, arousal, and dominance,
and the outcome variable is continued usage intentions. The model
2.2. Pleasure arousal dominance (PAD) theory proposes that during the pandemic, consumers are motivated by the
aesthetic appeal and formality of the FDAs, which may evoke pleasure,
Mehrabian and Russel (1974) propose the PAD theory from an arousal, and dominance in the consumers and drive them to revisit the
environmental psychology perspective to understand the emotions of FDAs. We present a brief description of the model constructs in Table 1.
people which affect their assessment and consequently, their responses.
They describe pleasure, arousal, and dominance as the three funda­ 3.1. Aesthetic appeal and PAD
mental emotions which get generated when consumers encounter any
stimuli (Huang et al., 2017). Pleasure is defined as the extent to which Aesthetic appeal refers to the degree of pleasure and enjoyment that
consumers feel satisfied, happy, good, or joyful (Yang et al., 2020). consumers obtain from online interface (Chang et al., 2014). Previous
Arousal is the extent to which consumers feel stimulated or excited studies suggest that aesthetic appreciation gets reflected in fundamental
(Chang et al., 2014). Dominance is the cognitive state reflecting the emotions that affect behavior (Reppa et al., 2020). Greater level of
consumers’ freedom, autonomy, or control (Hall et al., 2017). aesthetic appeal and entertaining properties of websites evoke sensory
Extant literature covers PAD theory in multiple contexts of tech­ pleasure, build positive attitude, and continued usage intentions among
nology use and behavior. For example, scholars suggest that dominance consumers (Bastida and Huan, 2014; Gatautis and Vaiciukynaite, 2013).
and arousal are associated with pleasure which influences attitude and Scholars confirm that aesthetic formality elicits positive emotions
use intentions in the context of Facebook (Hall et al., 2017), purchase among consumers for online shopping (Chang et al., 2014) which
intentions in the context of online retail environment (Hsieh et al., strengthens loyalty among consumers (Tsai, 2017). Photographs used in
2014), continued usage intentions towards luxury fashion (Jebar­ websites which represent aesthetics are known to offer more sensory
ajakirthy et al., 2020) and related websites (Yang et al., 2020), search enjoyment among users (Bufquin et al., 2020). Previous studies also
and purchase behavior for online websites (Chang et al., 2014), and confirm that hedonic consumers are persuaded by aesthetics of interface
overall satisfaction and recommendations (Miniero et al., 2014). Studies (Reppa et al., 2020) and exhibit a variety of emotions which are evoked
also show that individually each of these emotions significantly influ­ by the aesthetic quality of FDAs. FDAs are increasingly using optimal
ence word-of-mouth behavior (e.g., Shankar et al., 2020) in the context design and interface (Kapoor and Vij, 2018) such as rich graphics or

Fig. 1. Research model.

3
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

Table 1 H4. Aesthetic formality is positively related to pleasure.

Brief description of study construct.
H5. Aesthetic formality is positively related to arousal.
Constructs Description Relevant studies
H6. Aesthetic formality is positively related to dominance.
Aesthetic appeal It refers to the degree of pleasure or Change et al.
(AP) enjoyment experienced by the (2014); Reppa et al.
consumers while using the food (2020) 3.3. Dominance, pleasure, and continued usage intentions
delivery apps
Aesthetic It refers to the extent to which food Change et al.
formality (AF) delivery apps are well organized or (2014); Reppa et al. Dominance is an emotion which refers to the extent to which in­
simple with consumer-friendly layout (2020) dividuals believe they are in control of their environment (Miniero et al.,
Arousal (ARO) It refers to the degree of stimulation or Huang et al. (2017); 2014). Pleasure is the extent to which individuals perceive their envi­
level of excitement, alertness, and Loureiro et al. ronment to be satisfying and enjoyable (Hall et al., 2017). Extant liter­
activity caused by food delivery apps (2020)
Pleasure (PLS) It refers to the degree to which a Huang et al. (2017);
ature points to an association between dominance and pleasure. Studies
consumer feels pleasure or happy Loureiro et al. find dominance to be positively associated with pleasure which leads to
when experiencing food delivery apps (2020) satisfaction and recommendation (Miniero et al., 2014). Hall et al.
Dominance (DOM) It refers to the degree of influence and Huang et al. (2017); (2017) find that dominance positively influences pleasure which de­
power on the food deliver apps’ Loureiro et al.
termines the attitude and intentions to use social media. Hsieh et al.
specification, realization and outcome (2020)
Continued usage It refers to the extent to which Wang et al. (2019); (2014) and Chang et al. (2014) report a positive association between
intentions (CUI) consumers have made conscious plans Yang et al. (2020) dominance and pleasure in the context of website atmosphere and on­
to visit food delivery apps and execute line retailing, respectively. In the context of FDAs, consumers’ perceived
actions in future control over the app may intensify consumer feelings, leading to
engagement with the app for a longer period of time. We posit that
image-based interface which may evoke fundamental emotions. More­ during the COVID-19 pandemic, the availability of time is likely to give
over, during the COVID-19 pandemic, FDA companies have transformed enough exposure to consumers to realize the benefits of apps which may
their design to evoke a sense of security and safety by clearly mentioning evoke the feeling of satisfaction and pleasure. Thus, we hypothesize that:
guidelines of food preparation and delivery. Such details are likely to H7. Dominance is positively associated with pleasure state in experi­
satisfy consumers and minimize the fear of getting infected during the encing FDAs.
food delivery process. The aesthetic appeal of FDAs further makes the
app visits enjoyable, exciting, and evokes a sense of control. Interacting Extant literature shows mixed results of the association between
with FDAs with higher aesthetic appeal may make consumers feel happy dominance and behavioral outcomes. For example, Loureiro (2015) find
and excited or be a source of powerful persuasion. Thus, we hypothesize a positive association between dominance and attitude but no signifi­
that: cant association between dominance and continued usage intentions of
travel websites . Hsieh et al. (2014) show positive association between
H1. Aesthetic appeal is positively related to pleasure. perceived dominance and purchase intentions in online retail environ­
H2. Aesthetic appeal is positively related to arousal. ment. Huang et al. (2017) find support for a positive association be­
tween dominance and word of mouth for online games. In the context of
H3. Aesthetic appeal is positively related to dominance. FDAs, we posit that consumers are likely to cherish the dominance state
as FDAs are designed to help consumers complete the task with ease and
convenience. During the COVID-19 pandemic, these benefits offer con­
3.2. Aesthetic formality and PAD sumers a sense of control over the environment and increasing the
likelihood that consumers would revisit the FDAs to experience the
Aesthetic formality refers to the design of an online interface which same. Thus, we hypothesize that.
reflects simplicity, is well structured, and improves user responsiveness
with legible fonts (Chang et al., 2014). It means that an app is designed H8. Dominance is positively associated with continued usage in­
to promote economy, utility, readability, and practicality with readable tentions of FDAs.
and simple words on the landing page (Chang et al., 2014). Previous
studies support the role of aesthetic appeal while completing online 3.4. Arousal, pleasure, and continued usage intentions
transactions and establishing association. For example, Kumar et al.
(2018) conclude that appearance of texts on landing page along with an Arousal refers to the extent to which individuals feel the excitement
appropriate colour combination, legibility, and clean words is associated or stimulation (Miniero et al., 2014). Prior studies find a positive asso­
with emotions and determines loyalty. Shen et al. (2016) find that ciation between arousal and pleasure. For instance, Hall et al. (2017)
aesthetic formality can evoke a set of emotions among consumers find that arousal determines the pleasure that an individual experiences
whereas Chang et al. (2014) indicate that poor design and quality of which influences attitude and intentions to use social media platforms
landing page may reduce the positive emotions. FDAs and other online like Facebook. Arousal is known to positively influence pleasure of using
businesses are attempting to make landing pages as engaging as travel websites (Loureiro, 2015) and online retailing websites (Chang
possible. This includes using attractive designs, appropriate word design et al., 2014). Hsieh et al. (2014) and Yang et al. (2020) report similar
and size, and background for easy navigation. Apps with higher findings in the context of website atmosphere and online fashion brand
aesthetic formality make it easy for consumers to discover their websites, respectively. For FDAs, we posit that consumers are excited by
favourite restaurants, further evoking PAD emotions. For example, the design as well as the benefits FDAs offer. During COVID-19
during the COVID-19 pandemic, FDA service providers were offering pandemic, the excitement related to FDAs is likely to result in greater
pictorial representations of the food preparation and delivery process to satisfaction experienced by consumers using FDAs. Thus, we hypothe­
reassure customers of their precautionary measures. FDAs were clearly size that:
listing details of the necessary precautions that service providers follow
H9. Arousal is positively associated with pleasure state in experiencing
in addition to government norms in their landing pages as well as the
FDAs.
packaging of the delivered food. Such actions mayjoy, excitement, and
feeling of control among consumers which are routed though the legible Previous studies offer mixed findings on the relationship between
fonts and aesthetics formality of apps. Hence, we hypothesize that: arousal and behavioral intentions. Scholars suggest that arousal

4
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

positively influences cognitive processing, affection, and activation relationships between aesthetic formality and continued usage in­
(Loureiro et al., 2020) which influence the word-of-mouth (e.g., Kumar tentions is a function of the extent to which consumers experience the
and Purbey, 2018) behavior for online games (Huang et al., 2017). But PAD emotions while interacting with FDAs. Hence, we propose that:
arousal is insignificantly associated with intentions to revisit and pro­
H13. (a, b): The association between aesthetic formality and pleasure
vide recommendations in the case of island related websites (Loureiro,
is mediated by (a) dominance, and (b) arousal.
2015). In context of FDAs, we posit that consumers are aroused by the
advantages of FDAs which drive them to an excited state and during the Scholars have confirmed that pleasure is associated with multiple
COVID-19 pandemic, consumers would like to re-experience the arousal behavioral outcome such as recommendation intentions, revisit in­
state by continuing to use the FDAs. Thus, we hypothesize that: tentions, or purchase intentions (Chang et al., 2014). Also, dominance
and arousal have found to be associated with pleasure by several context
H10. Arousal is positively associated with continued usage intentions
such as online shopping, online retailing (Yang et al., 2020). In the
of FDAs.
context of FDA, we posit that dominance or arousal is associated with
pleasure as consumers feel the control and are excited by the benefits of
3.5. Pleasure and continued usage intentions
FDA that may lead consumers to use FDA during the COVID-19
pandemic as well. Thus, we hypothesize that.
Studies suggest that pleasure is associated to attitude, word of
mouth, and behavioral intentions. Huang et al. (2017) find a positive H14. (a, b): Pleasure mediates the association between (a) dominance
association between pleasure and word of mouth. Miniero et al. (2014) and continued usage intentions, and (b) arousal and continued usage
conclude that pleasure leads to satisfaction and recommendation. Hall intentions.
et al. (2017) suggest that pleasure shapes the attitude which in turn
influences the intentions to use social media platforms like Facebook. 4. Research methodology
Loureiro (2015) indicate that pleasure is associated with revisiting and
recommendation intentions for online retailing. Chang et al. (2014) 4.1. Survey design and pilot study
report similar findings in which they confirm that pleasure determines
search and purchase behavior for online shopping. Yang et al. (2020) We adopt the survey-based questionnaire approach to collect the
find support for a positive association between pleasure and continued data from respondents. The survey instruments are based on pre-
usage intentions. In the context of FDAs, we posit that the pleasure offers established scales from previous studies - aesthetic appeal and
satisfaction to consumer which determines the intentions (Miniero et al., aesthetic formality from Chang et al. (2014), pleasure, arousal, and
2014). During Covid-19 pandemic, satisfied consumers are more likely dominance from Huang et al. (2017), and continued usage intentions
to revisit the FDAs to experience the emotional state of enjoyment. Thus, from Yang et al. (2020). We utilized a five-point Likert’s scale to collect
we hypothesize that: the responses where 1 refers to strongly disagree and 5 refers to strongly
agree. After preparing the survey and contextualizing the questionnaire
H11. Pleasure is positively associated with continued usage intentions
to FDA context, we requested independent experts who are not a part of
of FDAs.
the study to refine the survey instruments. Further, to ensure face and
content validity, the survey was validated by two independent re­
3.6. Mediation effect of pleasure, arousal, and dominance
searchers who are experts in online retailing. The experts recommended
minor changes to the phrasing of certain items which were incorporated
In addition to direct effects, the study aims to explore the mediating
in the final questionnaire.
effects of pleasure, arousal, and dominance on the associations between
After incorporating the suggested change in survey, a pilot study was
aesthetic appeal, aesthetic formality, and continued usage intentions.
conducted by collecting data from 24 FDAs users who used FDAs during
Previously, we explored the relationships proposed in our research
the COVID-19 pandemic. Pilot study was performed to ensure the val­
model (Fig. 1) as direct effects. In the same vein, we propose to study the
idity and reliability of constructs which was ensured by the results of
mediating effect of PAD emotions on our proposed relationships. The
pilot study. Cronbach Alpha for all the constructs were found to be
pursuit for mediation effect analysis is guided by previous studies which
greater than the recommended cut-off value of 0.7.
confirm the mediating role of emotions on relationships between web­
site atmospheric variables and outcome variables (e.g., Huang et al.,
2017; Yang et al., 2020). Consequentially, we posit that the PAD emo­ 4.2. Data collection and demographic information
tions will mediate the relationships between aesthetic appeal as an input
variable and continued usage intentions of consumers as the outcome We circulated the final survey through online medium to consumers
variables. Consumers’ experience of pleasure, arousal, and dominance who use FDAs. Offline data collection was not possible during the
emotions may not be same while using FDAs. In line with Hall et al. pandemic, so we reached out to participants through online channels.
(2017) we argue that consumer experiences of pleasure and continued We adopted multi-prong approach to recruit participants and followed
usage intentions are mediated by the varying levels of arousal and recommendations for data collection on online platforms (Newman
dominance, and they influence continued usage intentions of con­ et al., 2020). Data was collected from primarily Indian youth as they are
sumers. Hence, we hypothesize that: well adept at using smartphone which is one of the essential criteria for
using the FDAs. Deriving the insights from one of the largest market for
H12. (a, b): The association between aesthetic appeal and pleasure is
FDAs, India (Statista, 2020a), the study offers insights from the market
mediated by (a) dominance, and (b) arousal.
that can be applicable to other contexts as well. Thus, we believe Indian
Aesthetic formality manifests in the form of simplicity, structure, consumers are an appropriate sample of respondents for our study. We
responsiveness, and readability of a website or an app (Chang et al., have set the eligibility criteria for the study as only those consumers who
2014). Prior literature documents the role of emotions as a mediator in have used the FDAs at least once during COVID-19 would participate in
the relationship between app characteristics as input variables and the survey. We visited the FDAs and social media pages of FDAs and
usage intentions as output variables (Huang et al., 2017). Hence, we contacted participants who had posted comments about the food orders
argue that the influence of aesthetic formality on pleasure and continued they had received and their experiences with the FDAs. We sent the
usage intentions (as hypothesized from H1-H11) will be mediated by the survey link by email to potential participants after getting their details
arousal and dominance that consumers experience while using FDAs. from food delivery apps and social media platforms. The survey link
The extent of the mediation effect of the PAD emotions on the proposed consisted of a brief explanation of the study purpose, and the process of

5
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

responding to and submitting the survey. We collected the data over a 2.12, CFI = 0.91, GFI = 0.92, AGFI = 0.92, NFI = 0.93, TLI = 0.95,
period of 6 weeks during pandemic. We reached out to 730 consumers RMSEA = 0.05) are significantly better than a single-factor model (i.e.,
and after factoring in for outliers, and missing responses we received χ 2/df = 10.25, CFI = 0.25, GFI = 0.43, AGFI = 0.46, NFI = 0.58, TLI =
341 valid responses indicating a 46.7% response rate (Table 2). 0.49, RMSEA = 0.27). The results provide evidence that common
The respondents’ mean age was 35 years and 76% respondents method bias in our study is well within the acceptable limit and allows
belonged to 18–60 years. A total of 49% respondents were female and us to proceed with further analysis. Lastly, the study utilized common
48% were having graduate and above as educational background. Also, latent factor technique (Eichhorn, 2014) and confirmatory factor anal­
52% of the respondent belong to 2–4-member family household. The ysis marker variable technique (MacKenzie and Podsakoff, 2012). These
details of demographic characteristics are presented in Table 2. approaches indicates that common method bias was not an issue for this
study, and we can proceed with data analysis.
4.3. Control variables
5. Results
Previous studies have indicated that demographic variables may
impact the intended dependent variable (See Tandon et al., 2020a; 5.1. Reliability, validity, and measurement model
Tandon et al., 2020b, 2021; Talwar et al., 2021). Age and gender are
important variables in studies on usage of new technology (e.g. Talwar We analyze the measurement model to check reliability and validity
et al., 2019, 2020c,d). We use age, gender, education, and number of of constructs. Factor loading scores of all the items of the study variables
household members as control variables to assess the profound impact of are above 0.7 (refer to Table 3) (Nunnally, 1994) which is higher than
independent variables and ensuring the robustness of the findings the threshold value of 0.6 (Hair et al., 2010). The values of composite
(Chang et al., 2014; Huang et al., 2017). These demographic variables reliability (CR) and average variance explained (AVE) are greater than
influence the use and adoption of any internet based technological the acceptable limit of 0.7 and 0.5 respectively (Table 4) (Hair et al.,
products including food delivery apps. Scholars indicate that young 2010). Thus, we confirm that our measures for testing the proposed
consumers have higher readiness to use apps for purchases than older model meet the internal reliability and convergent validity criteria. To
consumers (Linnhoff and Smith, 2017). Literature also says that con­ establish discriminant validity, we construct Fornell and Larcker table
sumers with higher level of education are more likely to use app-based (Table 4). We find that the square root values of AVE (on the diagonals)
transactions or services than less educated consumers (Ncube and are greater than the inter-construct correlational values (on the left of
Koloba, 2020). Further, household size (Zhao et al., 2018; Kumar et al., the diagonals) (Fornell and Larcker, 1981) which confirms that the
2021a) and gender also influence app use among consumers (Linnhoff model meets the conditions for discriminant validity. Further, the cor­
and Smith, 2017). Thus, we use these variables as control variables to relations between pairs of study measures are positive, but below 0.80,
reduce the extraneous effects which may give spurious results. as recommended by Kline (2015).

4.4. Testing for common method bias 5.2. Analyzing the structural model

We conduct preliminary data analysis to examine normality and We analyze the structural model to test the proposed hypotheses. The
common method bias in the study. Results show that skewness (− 0.8 to goodness of fit indices (i.e., χ 2/df = 2.13, CFI = 0.90, GFI = 0.91, AGFI =
0.8) and kurtosis (− 3 to 3) were well within the acceptable range 0.92, NFI = 0.93, TLI = 0.94, RMSEA = 0.05) are acceptable as per the
indicating that the data collected follows a normal distribution (George recommended standard (Hair et al., 2010) (Table 4). Results indicate
and Mallery, 2010). Since we collect data simultaneously for both that aesthetic appeal is significantly associated with dominance (H1: β
dependent and independent variables simultaneously from a single
source, we test for common method bias using three methods. First, we Table 3
conduct Harman’s single factor test. Findings indicate that a single Factor Loadings of items.
factor explains 32.4% of variance which is below the cut-off limit of 50% Study Measures Measurement items Loading
(Podsakoff et al., 2012). Second, we follow the approach suggested by value
Malhotra et al. (2006). Malhotra et al. (2006) suggest that we compare
Aesthetic formality (AF) ( FDA is Well Organized 0.88
the fit indices of the proposed model with that of a single factor model to Wang et al., 2011)) FDA is Ordered 0.89
assess common method variance of the study. Results show that the fit FDA is Legible 0.73
indices of the six-factor model conceptualized in our study (i.e., χ 2/df = Aesthetic appeal (AP) ( FDA is Fascinating 0.86
Wang et al., 2011) FDA is Creative 0.80
FDA is Impressive 0.86
Table 2 Arousal (ARO) (Huang FDAs seems very exciting during the 0.93
Demographic profile of respondents. et al., 2017) COVID-19 pandemic
I feel very excited to use FDA during the 0.94
Characteristics N % Cumulative percentage
COVID-19 pandemic
Gender Pleasure (PLS) (Huang I feel joyful while using the FDAs during 0.86
Male 173 50.73% 50.73% et al., 2017) the COVID-19 pandemic
Female 168 49.27% 100.00% I feel pleased while using the FDAs 0.86
Age during the COVID-19 pandemic
<18 years 72 21.10% 21.11% I feel gratified while using the FDAs 0.80
18–40 years 133 39.01% 60.12% during the COVID-19 pandemic
40–60 years 127 37.24% 97.36% Dominance (DOM) ( The FDA is better to use, I seem to have 0.91
>60 years 9 2.64% 100.00% Huang et al., 2017) control over app during the COVID-19
Education pandemic
Undergraduate 176 51.61% 51.61% I feel I have the right to control the FDA 0.90
graduate 124 36.36% 87.98% during the COVID-19 pandemic
Postgraduate and above 41 12.02% 100.00% Continued usage I intend to return to the FDA again 0.83
Household members intentions (CUI) (Yang during the COVID-19 pandemic
<2 members 129 37.83% 37.83% et al., 2020) I intend to visit the FDA again during 0.85
2-4 members 178 52.20% 90.03% any crisis
>4 members 34 9.97% 100.00% I expect to revisit the FDA in future 0.91

6
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

Table 4
Validity and reliability analysis.
α CR AVE MSV ASV AF AP ARO PLS CUI DOM

AF 0.8 0.87 0.72 0.03 0.01 0.85

AP 0.8 0.88 0.71 0.02 0.02 0.60 0.84
ARO 0.9 0.94 0.88 0.03 0.01 0.47 0.55 0.94
PLS 0.8 0.88 0.71 0.04 0.02 0.50 0.42 0.57 0.84
CUI 0.8 0.90 0.75 0.03 0.02 0.46 0.40 0.42 0.54 0.87
DOM 0.8 0.90 0.81 0.04 0.03 0.45 0.41 0.54 0.44 0.40 0.90

Note: Cronbach alpha = α, Composite reliability = CR, Average variance extracted = AVE, Maximum shared variance = MSV, Average shared variance = ASV,
Aesthetic formality = AF, Aesthetic appeal = AP, Arousal = ARO, Pleasure = PLS, Continued usage intentions = CUI, Dominance = DOM.

= 0.22, p < 0.01) and arousal (H3: β = 0.43, p < 0.001). Aesthetic < 0.05). We find significant support for H12b and H14b respectively but
formality is significantly associated with dominance (H4, β = 0.33, p < not for other mediation hypothesis. Both these hypotheses were
0.001), pleasure (H5, β = 0.28, p < 0.01), and arousal (H6, β = 0.22, p < formulated to represent the relationship between aesthetic appeal and
0.01). Arousal is positively associated with pleasure (H8, β = 0.42, p < continued usage intentions among FDA users. Thus, we find that the
0.001) and dominance (H9, β = 0.16, p < 0.01) and pleasure (H10, β = PAD emotions significantly mediate the relationships between aesthetic
0.42, p < 0.001) are positively associated with continued usage appeal and continued usage intentions but not aesthetic formality.
intentions. Table 7 presents the indirect effect of arousal and pleasure on pleasure
Our findings support all proposed hypothesis (H1, H3, H4, H5, H6, and continued usage intentions of FDAs among consumers.
H8, H9, and H10) except H2, H7, and H11 (Table 5). We could not find The results also revealed no influence of age, gender, income, and
the support for association between aesthetic appeal and pleasure (H2, β household size. The findings of control variables are in coherence with
= − 0.01, p > 0.05), dominance and pleasure (H7, β = 0.03, p > 0.05), previous studies (e.g., Cho et al., 2019; Kumar, Murphy, Talwar, Kaur
and arousal and continued usage intentions (H11, β = 0.04, p > 0.005) and Dhir, 2021b).
(Fig. 2). Results also show that the model explains 24% variance in
dominance, 41% variance in pleasure, 34% variance in arousal, and 34% 6. Discussion
variance in continued usage intentions.
Emotional branding is used as a practical approach to improve
5.3. Mediation analysis continued usage intentions among consumers (Yang et al., 2020). The
findings of the study confirm that aesthetic appeal is significantly
In addition to direct effect, the study also examines the mediating associated with dominance (H1) and arousal (H3) which is supported by
effect of emotions. We begin by examining the necessary conditions for findings of previous studies in the context of websites (e.g., Loureiro,
mediation analysis which involves establishing a significant association 2015; Loureiro et al., 2020). Aesthetic formality is significantly associ­
between the independent and mediating variables and the mediating ated with dominance (H4), pleasure (H5), and arousal (H6) which is
and dependent variables (Schneider et al., 2005). Therefore, we test the consistent with prior studies in the context of websites (e.g., Change
associations between aesthetic appeal, aesthetic formality, pleasure, et al., 2014; Huang et al., 2017; Yang et al., 2020). Aesthetic design and
arousal, dominance, and continued intentions. Results (Table 6) confirm aesthetic formality of FDAs allow consumers to use the FDAs with ease,
that the model meets the necessary conditions for mediation. Next, we explore the functionality and theme which excites consumers, and cre­
study the mediation effect. Findings indicate significant mediating role ates a perception of greater control over behavior among consumers.
of arousal and pleasure on the relationship between app aesthetics and The aesthetics such as easy navigation, search options, legible and
formality, and continued usage intentions (Table 6). Results show that attractive designs generate the emotions of arousal, pleasure, and
the arousal experienced by an FDA user mediates the association be­ dominance. The study could not find association between aesthetic ap­
tween aesthetic appeal of the app and the pleasure experienced (direct peal and pleasure (H2) which contrasts with the findings of prior studies
effect = 0.06, p < 0.05, indirect effect = 0.14, p < 0.05) and pleasure in other contexts (e.g. Loureiro et al., 2020). A possible explanation for
mediates the association between arousal and continued usage in­ the findings could be that most of the FDAs are designed to promote easy
tentions of FDAs (direct effect = 0.09, p < 0.05, indirect effect = 0.17, p execution of ordering process and have not focused much on developing
design aesthetics which promote enjoyment and attract consumers.
Table 5 The findings of the study also indicate that arousal is associated with
Result of hypotheses. pleasure (H8) which is supported by previous studies (e.g., Hall et al.,
Hypothesis Path β Significance Support
2017; Hsieh et al., 2014; Yang et al., 2020). Consumers using FDAs are
excited by the concept of ordering and receiving food with higher con­
H1 Aesthetic Appeal → 0.22** Yes
<0.01
venience which evokes a sense of pleasure among consumers. During a
Dominance
H2 Aesthetic Appeal → Pleasure − 0.01 >0.05 No crisis situation (like the COVID 19 pandemic), consumers are excited to
H3 Aesthetic Appeal → Arousal 0.43*** <0.001 Yes use FDAs as it allows ordering and receiving food from the comfort
H4 Aesthetic Formality → 0.33*** <0.001 Yes home, while maintaining social distance, and without compromising on
Dominance safety. However, contrary to previous findings (e.g., Miniero et al.,
H5 Aesthetic Formality → 0.28** Yes
2014; Yang et al., 2020) we did not observe a significant association
<0.01
Pleasure
H6 Aesthetic Formality → 0.22** <0.01 Yes between dominance and pleasure. A reason behind this could be the role
Arousal of hunger in a consumer’s FDA experience. Consumers use FDAs when
H7 Dominance → Pleasure 0.03 >0.05 No they are hungry and hunger drives their action, reducing the perception
H8 Dominance → Continued 0.16** Yes
<0.01
of control consumers believe they have over their actions while using
usage intentions
H9 Arousal → Pleasure 0.42*** <0.001 Yes FDAs. The lack of control and hunger could be overpowering the
H10 Arousal → Continued usage 0.04 >0.05 No emotion of pleasure which consumers may derive while using FDAs.
intentions The results indicate that dominance (H9) and pleasure (H10) are
H11 Pleasure → Continued usage 0.42*** <0.001 Yes significantly associated with continued usage intentions which is sup­
intentions
ported by prior studies in the context of websites (e.g., Yang et al.,

7
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

Fig. 2. Results of research model.

between arousal and continued usage intentions indicates that con­

Table 6
sumers do not acknowledge the arousal emotion generated by FDAs.
Results of mediation analysis.
Apart from direct effects, the study also examines the mediating role
AP → ARO → PLS of emotions on continued usage intentions. Findings suggest that arousal
β SE t p LLCI ULCI mediates the association between aesthetic appeal and pleasure as
AP → ARO .12 .07 5.21 .00 .007 .284
aesthetic appeal reflects the entertaining properties of FDAs which ex­
AP → PLS .06 .02 3.02 .00 .051 .380 cites consumers, which in turn evokes sense of pleasure among them.
ARO → PLS .11 .04 3.66 .00 .019 .251 FDAs are constantly improving their aesthetics by including rich
Total effect of AP → PLS .17 .06 2.89 .00 .080 .310 graphics, photographs, and other image-based design (e.g., Kapoor and
ARO → PLS → CUI Vij, 2018) which arouse consumers. This aroused state induces a sense of
В SE t p LLCI ULCI pleasure among consumers. Our findings further suggest that pleasure
ARO → PLS .26 .02 13.02 .00 .068 .421 mediates the association between arousal and continued usage in­
ARO → CUI .09 .02 4.42 .00 .028 .182 tentions and arousal from an app’s appeal is a stronger explanator of
PLS → CUI .11 .04 3.66 .00 .019 .251 pleasure than dominance. Consumers who are excited or aroused by
Total effect of ARO → CUI .16 .04 4.03 .00 .071 .289
FDAs services experience pleasure which further motivates them to
Note: Aesthetic appeal = AP, Arousal = ARO, Pleasure = PLS, Continued usage revisit the FDAs. The experience of pleasure also brings satisfaction of
intentions = CUI. using FDAs to the excited consumers (e.g., Yang et al., 2020) and pro­
vides the impetus to continue using the FDAs.

Table 7
7. Implications and limitations
Indirect effects between dependent and independent variable.
Path Effect Se LLCI ULCI 7.1. Theoretical implications
AP → ARO → PLS .14 .05 .007 .231
ARO → PLS → CUI .15 .05 .030 .240 The study offers three key contributions to literature. First, the study
Note: Aesthetic appeal = AP, Arousal = ARO, Pleasure = PLS, Continued usage investigates the factors determining the continued usage intentions of
intentions = CUI. FDAs during COVID-19 pandemic. Thus, the study contributes to the
literature of technology use in emergency situations, primarily during a
2020). Although prior studies have explored the role of pleasure on pandemic (e.g.,Pan et al., 2020; Xie et al., 2020). Further, our study is
purchase or use intentions (e.g., Change et al., 2014; Hall et al., 2017; conducted in the India which is the third largest FDA market (Statistia,
Loureiro, 2015), this study extends the literature by acknowledging the 2020a). Limited studies have explored the findings from a developing
role of pleasure and dominance on continued usage intentions. During country context. Thus, findings of the study add to the knowledge of
the pandemic and the resultant lockdown, most consumers have been consumer behavior towards FDA use from a developing country
experiencing cessation of many important services, revisiting the FDAs perspective (India was among the five countries with highest COVID-19
offer a greater sense of control and pleasure. As soon as the lockdown cases during the pandemic and was known to have implemented the
was removed, consumers revisited the FDAs to experience the pleasure strictest and largest lockdown measures).
of ordering the food and felt a greater sense of dominance while using Second, the study adopts pleasure arousal dominance theory to
FDAs. Findings also indicate that arousal is not significantly associated investigate the influence of app aesthetics on emotions in context of
with continued usage intentions (H11). Previous studies have not FDAs. PAD theory argues that emotions evoked due to an external
explored the role of arousal on continued usage intentions thus, the stimulus can be categorized in three fundamental dimensions of plea­
findings contribute to the FDA literature. Consumers using FDAs are sure, arousal, and dominance (Huang et al., 2017). The findings of the
aroused by design and aesthetics, but the excitement is possibly stem­ study confirm the applicability of pleasure, arousal, and dominance
ming from hunger and not app design. The non-significant association emotions in the FDAs context. The study argues that the aesthetics of the
app create a situation and act as the external stimuli which generates the

8
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

emotions of pleasure, arousal, and dominance. Thus, the study extends making choices about contactless deliveries and other safety measures
the PAD theory to the context of FDAs. The proposed inclusive model might evoke a sense of certainty amidst the chaos of the pandemic.
substantially adds to the evolving literature of FDAs (e.g., Alalwan, Especially for consumers like young professionals living in an urban
2020; Lee et al., 2019; Zhao and Bacao, 2020) and the literature of PAD ‘work from home’ setting away from their families, or consumers
theory (Loureiro et al., 2020; Yang et al., 2020). The study also paves quarantined or isolated in areas with limited food supplies and others
way for future studies by (a) investigating other antecedents of app use who are unable to prepare their own food for multiple reasons – the
that may evoke emotions among consumers and (b) exploring the in­ strategy to focus on FDA features evoking pleasure and dominance
fluence of emotions on outcome variables such as recommendation in­ might be useful. Managers can also use this insight to ensure the app
tentions or word of mouth behavior. updates factor in the attempt to evoke joy and control every time con­
Lastly, the study explores the concept of continued usage intentions sumers visit the apps. This could be done by promptly updating apps
which is rarely explored in the FDAs context. Majority of the studies are with different high-quality photographs of food and by offering newly
focused on adoption or use intentions (e.g., Cho et al., 2019; Ray et al., listed restaurants or catering enterprises. A comprehensive listing of
2019). This study extends existing consumer behavior literature by restaurants in the apps will provide a greater sense of control among
incorporating the factors that influence the continued usage intentions consumers, promoting continued usage intentions. A user-friendly
of FDAs in a crisis such as the COVID-19 pandemic. We establish the feedback collection mechanism is recommended which consumers
validity of studying app usage in the form of continued usage intentions perceive as a novel initiative, providing a greater sense of control.
instead of adoption during a crisis. We observe that continued usage Providing them the ability to choose a restaurant for ordering based on
intentions towards FDAs during a crisis like the COVID-19 pandemic collected and analyzed feedback will strengthen the sense of control
could be an outcome of the FDAs taking necessary steps to reduce the consumers perceive. Lastly, continued usage intentions can be improved
risk perception among consumers. when managers attempt to evoke the sense of pleasure by offering dis­
counts or coupons on each visit or resolve customer complaints and
7.2. Practical implications queries as quickly as possible.

The pandemic has accelerated the rapid rate of digital trans­ 7.3. Limitations
formation across industries. Even businesses with traditional business
models have been forced to move their operations online to some extent, Despite the notable contributions, the study has three main limita­
to cater to the uncertainty in the business environment due to strict tions. First, ours is a cross sectional study on the continued usage in­
lockdowns and curfews imposed as measures to contain the spread of tentions of the FDAs in a particular situation of the COVID-19 pandemic,
COVID 19. Many organizations and managers are making the transition limiting it to the context of continued usage intentions during a health
to app-based deliveries of their products and services. The growth of and safety crisis. Future studies can explore longitudinal or experimental
digital as a channel has increased manifold. This study offers practical approaches to understand the consumers’ perception in multiple crisis
solutions to managers of food delivery companies, but the insights can situations (e.g., economic crisis, business crisis etc.), investigate cau­
be used by other app-based companies (e.g., online payment apps, sality over time, and make comparisons to comprehensively explain
streaming apps, music apps, information apps etc.) looking to improve continued usage intentions of FDAs. Second, the findings are based on
their customer retention rates. data collected through a self-reported survey in a single geography and
The study has three practical implications for managers as well as may limit the generalizability of study. Future studies can incorporate
FDA designers. First, findings indicate the crucial role of aesthetic for­ the limitation by replicating the study in multiple geographies. Third,
mality on continued usage. This suggests that app designers and man­ the current study utilizes the impact of design in evoking emotions.
agers should focus on developing well designed, readable, and simplistic Future studies may investigate the emotional impact of factors such as
apps. As app developers work on updates, customer engagement, navi­ discounts, coupons, while using FDAs. Future studies may explore other
gation, and usage data should be used to continuously improve the emotional dimensions which could be specific to the FDAs context. In
simplicity, minimalistic nature, usability, and design of the app. Instead addition, future research can focus on specific FDAs that can offer
of heavy graphics which could be distracting and hence reduce the sense greater insights on FDAs.
of positivity and control, app developers should focus on design aspects
which are responsible for evoking positive emotions among consumers. 8. Conclusion
Managers should strive to ensure that FDAs are clear, clean, symmetri­
cal, and involve design utility, instead of putting too many features and The study investigates the continued usage intentions of food de­
tasks for customers to perform. livery apps during COVID-19 pandemic. We ask three research question
Second, findings reveal the importance of aesthetic appeal in evoking to investigate the phenomena: (a) role of aesthetic appeal and aesthetic
excitement and control. Managers and app designers are recommended formality in evoking emotions among users during the COVID-19
to develop FDAs which reflect creativity, fascination, and sophistication pandemic, (b) role of pleasure, arousal, and dominance emotions in
aspects of the FDAs. Professionally styled and photographed food pic­ influencing continued usage intentions of consumers, and (c) the
tures combined with simple design can offer a sense of sophistication. mediating role of emotions. Our proposed research model is grounded in
Other online media formats such as audio or video information may the pleasure, dominance, arousal framework. The results reveal that
stimulate consumers and evoke positive emotions while using the FDAs. aesthetics of FDAs evoked a set of emotions among consumers using
The sense of sophistication would improve customer interaction and FDAs during the COVID-19 pandemic and influenced continued usage
continued usage of the app as it evokes a sense of joy and satisfaction, as intentions towards FDAs. First research question investigates the rela­
revealed in the results. tionship between app aesthetics and emotions. Findings suggest that
Third, the study establishes the positive effect of pleasure and aesthetic appeal is associated with dominance and arousal and aesthetic
dominance on continued usage intentions of consumers. This is an formality is associated with dominance, arousal, and pleasure. We also
important insight for managers of FDAs and other app-based product/ find arousal to be associated with pleasure. Second research question
service delivery organizations. The study moves from utility of design examines the influence of emotion on continued usage intentions and
and puts emphasis on creating perceptions of pleasure and dominance to results suggest that dominance and pleasure are associated with
convey information and system quality. Marketers may use this insight continued usage intentions. Third research question explores the
to also manage their marketing communications. For example, adver­ mediating effect of emotions on associations and findings confirm that
tisements showing consumers using the FDAs to order food quickly, pleasure mediates the association between arousal and continued usage

9
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

intentions. We also observe that arousal mediates the association be­ media-based REKO (fair consumption) groups. J. Retailing Consum. Serv. 60,
102444.
tween aesthetic appeal of FDAs and pleasure derived from using FDAs.
Lattani, 2020. Food delivery platforms revolutionizing the market during COVID-19:
The study, thus, offers multiple novel contributions to the literature of why is regulation lagging behind? Accessed on on 24th September 2020, at. https
FDAs, app aesthetics and PAD theory and has implications for practi­ ://www.ifis.org/blog/food-delivery-platforms-covid-19.
tioners as well. Laato, S., Islam, A.N., Farooq, A., Dhir, A., 2020. Unusual purchasing behavior during the
early stages of the COVID-19 pandemic: the stimulus-organism-response approach.
J. Retailing Consum. Serv. 57, 102224.
References Lee, S.W., Sung, H.J., Jeon, H.M., 2019. Determinants of continuous intention on food
delivery apps: extending UTAUT2 with information quality. Sustainability 11 (11),
Alalwan, A.A., 2020. Mobile food ordering apps: an empirical study of the factors 3141.
affecting customer e-satisfaction and continued intention to reuse. Int. J. Inf. Manag. Linnhoff, S., Smith, K.T., 2017. An examination of mobile app usage and the user’s life
50, 28–44. satisfaction. J. Strat. Market. 25 (7), 581–617. https://doi.org/10.1080/
Bastida, U., Huan, T.C., 2014. Performance evaluation of tourism websites’ information 0965254X.2016.1195857.
quality of four global destination brands: beijing, Hong Kong, Shanghai, and Taipei. Loureiro, S.M.C., 2015. The role of website quality on PAD, attitude and intentions to
J. Bus. Res. 67 (2), 167–170. visit and recommend island destination. Int. J. Tourism Res. 17 (6), 545–554.
Bhakta, Sriram, 2020. Why Amazon launched its food delivery business in the middle of Loureiro, S.M.C., Bilro, R.G., Japutra, A., 2020. The effect of consumer-generated media
a pandemic. Accessed on on 24th September 2020, at. https://www.moneycontrol. stimuli on emotions and consumer brand engagement. J. Prod. Brand Manag. 29 (3),
com/news/business/why-amazon-launched-its-food-delivery-business-in-the-midd 387–408.
le-of-a-pandemic-5310521.html. MacKenzie, S.B., Podsakoff, P.M., 2012. Common method bias in marketing: causes,
Bufquin, D., Park, J.Y., Back, R.M., Nutta, M.W., Zhang, T., 2020. Effects of hotel website mechanisms, and procedural remedies. J. Retailing 88 (4), 542–555.
photographs and length of textual descriptions on viewers’ emotions and behavioral Malhotra, N.K., Kim, S.S., Patil, A., 2006. Common method variance in IS research: a
intentions. Int. J. Hospit. Manag. 87, 102378. comparison of alternative approaches and a reanalysis of past research. Manag. Sci.
Chang, S.H., Chih, W.H., Liou, D.K., Hwang, L.R., 2014. The influence of web aesthetics 52 (12), 1865–1883.
on customers’ PAD. Comput. Hum. Behav. 36, 168–178. Mehrabian, A., Russell, J.A., 1974. An Approach to Environmental Psychology. MIT
Cho, M., Bonn, M.A., Li, J.J., 2019. Differences in perceptions about food delivery apps Press.
between single-person and multi-person households. Int. J. Hospit. Manag. 77, Mehrolia, S., Alagarsamy, S., Solaikutty, V.M., 2020. Customers response to online food
108–116. delivery services during COVID-19 outbreak using binary logistic regression. Int. J.
Eichhorn, B.R., 2014. Common Method Variance Techniques. SAS Institute Inc, Consum. Stud. https://doi.org/10.1111/ijcs.12630.
Cleveland, OH, pp. 1–11. Cleveland State University, Department of Operations & Miniero, G., Rurale, A., Addis, M., 2014. Effects of arousal, dominance, and their
Supply Chain Management. interaction on pleasure in a cultural environment. Psychol. Market. 31 (8), 628–634.
Fornell, C., Larcker, D.F., 1981. Evaluating structural equation models with unobservable National Statistics, 2020. Restaurant industry facts at a glance. Accessed on 24th
variable and measurement error. J. Market. Res. 18 (1), 39–50. September 2020, at. https://www.restaurant.org/research/restaurant-statistics/r
Gatautis, R., Vaiciukynaite, E., 2013. Website atmosphere: towards revisited taxonomy of estaurant-industry-facts-at-a-glance.
website elements. Econ. Manag. 18 (3). Ncube, B., Koloba, H.A., 2020. Branded Mobile App Usage Intentions Among Generation
George, D., Mallery, P., 2010. SPSS for Windows Step by Step. A Simple Study Guide and Y Students: A Comparison Of Gender And Education Level. International Journal Of
Reference (10. Baskı). GEN. Pearson Education, Inc, Boston, MA. Ebusiness And Egovernment Studies 12 (2), 91–106.
Goyal, D., 2020. Summary of all of Zomato’s COVID-19 related initiatives. Accessed on Newman, A., Bavik, Y.L., Mount, M., Shao, B., 2020. Data collection via online platforms:
24th September 2020 at. https://www.zomato.com/blog/covid-19-initiatives. challenges and recommendations for future research. Appl. Psychol. https://doi.org/
Gsma, 2020. The mobile economy 2020. Accessed on September 24, 2020 at. https: 10.1111/apps.12302.
//www.gsma.com/mobileeconomy/. Nunnally, J.C., 1994. Psychometric Theory 3E. Tata McGraw-hill education.
Gunden, N., Morosan, C., DeFranco, A., 2020. Consumers’ intentions to use online food Pan, S.L., Cui, M., Qian, J., 2020. Information resource orchestration during the COVID-
delivery systems in the USA. Int. J. Contemp. Hospit. Manag. 32 (3), 1325–1345. 19 pandemic: a study of community lockdowns in China. Int. J. Inf. Manag. 102143.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., 2010. Multivariate Data Analysis a Podsakoff, P.M., MacKenzie, S.B., Podsakoff, N.P., 2012. Sources of method bias in social
Global Perspective, seventh ed. Pearson Prentice Hall, Upper Saddle River NJ. science research and recommendations on how to control it. Annu. Rev. Psychol. 63,
Prentice hall. 539–569.
Hall, M., Elliott, K., Meng, J.G., 2017. Using the PAD (pleasure, arousal, and dominance) Ray, A., Dhir, A., Bala, P.K., Kaur, P., 2019. Why do people use food delivery apps (FDA)?
model to explain facebook attitudes and use intentions. The Journal of Social Media A uses and gratification theory perspective. J. Retailing Consum. Serv. 51, 221–230.
in Society 6 (1), 144–169. https://doi.org/10.1016/j.jretconser.2019.05.025.
Hsieh, J.K., Hsieh, Y.C., Chiu, H.C., Yang, Y.R., 2014. Customer response to web site Reppa, I., McDougall, S., Sonderegger, A., Schmidt, W.C., 2020. Mood moderates the
atmospherics: task-relevant cues, situational involvement and PAD. J. Interact. effect of aesthetic appeal on performance. Cognit. Emot. 1–15.
Market. 28 (3), 225–236. Roh, M., Park, K., 2019. Adoption of O2O food delivery services in South Korea: the
Huang, M., Ali, R., Liao, J., 2017. The effect of user experience in online games on word moderating role of moral obligation in meal preparation. Int. J. Inf. Manag. 47,
of mouth: a pleasure-arousal-dominance (PAD) model perspective. Comput. Hum. 262–273.
Behav. 75, 329–338. Schneider, B., Ehrhart, M.G., Mayer, D.M., Saltz, J.L., Niles-Jolly, K., 2005.
iiMedia Research, 2020. A special study on food delivery market in China during the Understanding organization-customer links in service settings. Acad. Manag. J. 48
COVID-19 epidemic in 2020. Accessed on 24th September 2020 at. https://www. (6), 1017–1032.
iimedia.cn/c400/70742.html. Shankar, A., Jebarajakirthy, C., Ashaduzzaman, M., 2020. How do electronic word of
IMARC, 2020. Global online food delivery market to reach US$ 164.5 billion by 2024, mouth practices contribute to mobile banking adoption? J. Retailing Consum. Serv.
stimulated by development of user-friendly applications. Accessed on September 24, 52, 101920.
2020 at. https://www.imarcgroup.com/global-online-food-delivery-market. Shen, K.N., Vel, P., Khalifa, M., 2016. Website design: place for luxury brands in
Jebarajakirthy, C., Yadav, R., Shankar, A., 2020. Insights for luxury retailers to reach cyberspace? Behav. Inf. Technol. 35 (12), 1115–1129.
customers globally. Market. Intell. Plann. 38 (7), 797–811. Singh, S., 2020. Covid-19 could bring down restaurant business by 35 percent, claims
Kapoor, A.P., Vij, M., 2018. Technology at the dinner table: ordering food online through NRAI. Accessed on on 24th September 2020, at. https://hospitality.economictimes.
mobile apps. J. Retailing Consum. Serv. 43, 342–351. indiatimes.com/news/restaurants/covid-19-could-bring-down-restaurant-business-
Kaur, P., Dhir, A., Ray, A., Bala, P.K., Khalil, A., 2020. Innovation resistance theory by-35-percent-claims-nrai/74599732.
perspective on the use of food delivery applications. J. Enterprise Inf. Manag. Statistia, 2020a. eServices report 2019 - online food delivery. Accessed on September 24,
https://doi.org/10.1108/JEIM-03-2020-0091 ahead-of-print. 2020 at. https://www.statista.com/study/40457/food-delivery/.
Kaur, P., Dhir, A., Talwar, S., Ghuman, K., 2021. The value proposition of food delivery Statistia, 2020b. Year-over-year daily change in seated restaurant diners due to the
apps from the perspective of theory of consumption value. Int. J. Contemp. Hospit. coronavirus (COVID-19) pandemic worldwide from February 24 to September 20,
Manag. https://doi.org/10.1108/IJCHM-05-2020-0477 ahead-of-print. 2020. Accessed on September 24, 2020 at. https://www.statista.com/statistics/
Klein, D., 2020. Restaurant industry has already lost $120 billion. Accessed on 24th 1103928/coronavirus-restaurant-visitation-impact/.
September 2020, at. https://www.restaurant.org/research/restaurant-statistics/r Talwar, M., Talwar, S., Kaur, P., Tripathy, N., Dhir, A., 2021. Has financial attitude
estaurant-industry-facts-at-a-glance. impacted the trading activity of retail investors during the COVID-19 pandemic?
Kline, R.B., 2015. Principles and Practice of Structural Equation Modeling. Guilford J. Retailing Consum. Serv. 58, 102341. https://doi.org/10.1016/j.
publications, New York. jretconser.2020.102341.
Kumar, D.S., Purani, K., Viswanathan, S.A., 2018. Influences of ‘appscape’on mobile app Talwar, S., Dhir, A., Kaur, P., Mäntymäki, M., 2020a. Barriers toward purchasing from
adoption and m-loyalty. J. Retailing Consum. Serv. 45, 132–141. online travel agencies. Int. J. Hospit. Manag. 89, 102593. https://doi.org/10.1016/j.
Kumar, S., Purbey, S., 2018. Benchmarking model for factors influencing creation of ijhm.2020.102593.
negative electronic word of mouth. Benchmark Int. J. 25 (9), 3592–3606. Talwar, S., Dhir, A., Kaur, P., Zafar, N., Alrasheedy, M., 2019. Why do people share fake
Kumar, S., Dhir, A., Talwar, S., Chakraborty, D., Kaur, P., 2021a. What drives brand love news? Associations between the dark side of social media use and fake news sharing
for natural products? The moderating role of household size. J. Retailing Consum. behavior. J. Retailing Consum. Serv. 51, 72–82.
Serv. 58, 102329. https://doi.org/10.1016/j.jretconser.2020.102329. Talwar, S., Dhir, A., Khalil, A., Mohan, G., Islam, A.N., 2020b. Point of adoption and
Kumar, S., Murphy, M., Talwar, S., Kaur, P., Dhir, A., 2021b. What drives brand love and beyond. Initial trust and mobile-payment continuation intention. J. Retailing
purchase intentions toward the local food distribution system? A study of social Consum. Serv. 55, 102086. https://doi.org/10.1016/j.jretconser.2020.102086.

10
S. Kumar and A. Shah Journal of Retailing and Consumer Services 62 (2021) 102595

Talwar, S., Dhir, A., Kaur, P., Mäntymäki, M., 2020cb. Why do people purchase from Wang, Yong Jian, Minor, Michael S., Wei, Jie, 2011. Aesthetics and the online shopping
online travel agencies (OTAs)? A consumption values perspective. Int. J. Hospit. environment: Understanding consumer responses. Journal of Retailing 87 (1),
Manag. 88, 102534. https://doi.org/10.1016/j.ijhm.2020.102534. 46–58. https://doi.org/10.1016/j.jretai.2010.09.002.
Talwar, S., Dhir, A., Singh, D., Virk, G.S., Salo, J., 2020d. Sharing of fake news on social Wang, Y.S., Tseng, T.H., Wang, W.T., Shih, Y.W., Chan, P.Y., 2019. Developing and
media: application of the honeycomb framework and the third-person effect validating a mobile catering app success model. Int. J. Hospit. Manag. 77, 19–30.
hypothesis. J. Retailing Consum. Serv. 57, 102197. WHO, 2021. WHO coronavirus disease (COVID-19) dashboard. Accessed on 14th March
Talwar, S., Jabeen, F., Tandon, A., Sakashita, M., Dhir, A., 2021. What drives willingness 2021 at. https://covid19.who.int/?gclid=CjwKCAjwh7H7BRBBEiwAPXjadiKtb7aw
to purchase and stated buying behavior toward organic food? A 1BDI7iFNjj4pF-b5J-k-VgJVmkC6MmqL8F34DBOxHnX6_BoC2rwQAvD_BwE.
Stimulus–Organism–Behavior–Consequence (SOBC) perspective. J. Clean. Prod. 293, Xie, B., He, D., Mercer, T., Wang, Y., Wu, D., Fleischmann, K.R., et al., 2020. Global
125882. https://doi.org/10.1016/j.jclepro.2021.125882. health crises are also information crises: a call to action. Journal of the Association
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., Salo, J., 2020a. Behavioral reasoning for Information Science and Technology 1–5. https://doi.org/10.1002/asi.24357.
perspectives on organic food purchase. Appetite 154, 104786. https://doi.org/ Yadav, R., Balaji, M.S., Jebarajakirthy, C., 2019. How psychological and contextual
10.1016/j.appet.2020.104786. factors contribute to travelers’ propensity to choose green hotels? Int. J. Hospit.
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., Salo, J., 2020b. Why do people buy organic Manag. 77, 385–395.
food? The moderating role of environmental concerns and trust. J. Retailing Yang, K., Kim, H.M., Zimmerman, J., 2020. Emotional branding on fashion brand
Consum. Serv. 57, 102247. https://doi.org/10.1016/j.jretconser.2020.102247. websites: harnessing the Pleasure-Arousal-Dominance (PAD) model. J. Fash. Mark.
Tandon, A., Jabeen, F., Talwar, S., Sakashita, M., Dhir, A., 2021. Facilitators and Manag.: Int. J. 1361–2026. https://doi.org/10.1108/JFMM-03-2019-0055.
inhibitors of organic food buying behavior. Food Qual. Prefer. 88, 104077. https:// Yeo, V.C.S., Goh, S.K., Rezaei, S., 2017. Consumer experiences, attitude and behavioral
doi.org/10.1016/j.foodqual.2020.104077. intention toward online food delivery (OFD) services. J. Retailing Consum. Serv. 35,
Tianyancha, 2020. Takeout drives total catering revenue: data shows that takeout 150–162.
enterprises have increased by more than 100,000 this year. Accessed on on 24th Zhao, S., Xu, F., Luo, Z., Li, S., Pan, G., 2018, October. Demographic attributes prediction
September 2020, at. https://www.thepaper.cn/newsDetail_forward_7851139. through app usage behaviors on smartphones. In: Proceedings of the 2018 ACM
Tsai, S.P., 2017. E-loyalty driven by website quality: the case of destination marketing International Joint Conference and 2018 International Symposium on Pervasive and
organization websites. J. Organ. Comput. Electron. Commer. 27 (3), 262–279. Ubiquitous Computing and Wearable Computers, pp. 870–877. https://doi.org/
Venkatesh, A., Edirappuli, S., 2020. Social distancing in covid-19: what are the mental 10.1145/3267305.3274175.
health implications? Bmj 369. Zhao, Y., Bacao, F., 2020. What factors determining customer continuingly using food
delivery apps during 2019 novel coronavirus pandemic period? Int. J. Hospit.
Manag. 102683.

11