Mindset matters in purchasing online food deliveries during the pandemic: The application of construal level and regulatory focus theories |
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Affiliation: | 1. School of Management and Economics, The Chinese University of Hong Kong, Shenzhen 2001 Longxiang Blvd, Longgang district, Shenzhen 518172, China;2. Department of Management and Marketing, The Hong Kong Polytechnic University, 11 Yuk Choi Rd, Hung Hom, Hong Kong |
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Abstract: | Online delivery providers (ODPs), representing a growing hospitality industry sector, are playing an unprecedented role in the coronavirus pandemic. Applying construal level theory and regulatory focus theory, this research investigates how the interplay of construal mindsets and message frames affects consumers’ purchase intention regarding online food deliveries during the pandemic. Two 2 × 2 experiments were conducted in severe and mild pandemic regions and revealed different results in consumers’ responses. Specifically, promotion-framed messages are more effective when matching a “how” construal mindset in severe regions. In contrast, promotion-framed messages are more persuasive in conjecture with a “why” construal mindset in mild pandemic areas. Besides, the persuasion process is mediated through self-efficacy in severe regions but through perceived benefit in mild regions. The study also reveals different moderating effects of risk propensity in the two regions. The findings provide guidelines for ODPs in engaging consumers with online food delivery services. |
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Keywords: | Construal level Regulatory focus Pandemic Online delivery providers (ODPs) Self-efficacy Perceived benefit |
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