Antecedents of The Online Food Shopping Experience and Its Consequences (Empirical Study of Millennial Mothers' Shopping Behavior in Indonesia On the Food Online Application)

Consumer experience and consumer behavior related to buying food online during the Covid-19 pandemic inIndonesia is something that is interesting to pay attention to.Consumer experience related to purchasing ready-toeat food through online food delivery which results in behavior that has an impact on the online food delivery ecosystem.Even though there have been many studies that examine online consumer behavior, however, there is no empirical research model that does it thoroughly starting from pre-consumption, consumption decision, consumption, and post-consumption, and which is able to substantially predict consumer interest behavior in the context of online shopping.online food delivery.This study aims to determine the antecedents of consumer experience as a whole and its impact on consumer interest behavior (intention behavior).Using a quantitative research method with a unit of analysis for millennial mothers who are married and have children and buy ready-toeat food online through three platforms, namely Grab Food, GoFood, Shopee Food, by combining 6 major theories, namely Transaction Cost Theory, Cue Utilization Theory, Service Quality Theory, Customer Perceived Value, Customer Experience Theory, and Customer Future Behavior Intention Data were analyzed using the PLS-SEM method to test 10 hypotheses with the dependent variables namely Intention to recommend the food driver, Intention to revisit the Food Apps, and Intention to recommend the food merchant; moderating variables (moderating) are household expenditure, mediating (intervening) variables are sensory values, economic values, healthy values, and cultural values; independent variables are Food Application Design and Food Order Fulfillment.The results of this study are expected to provide academic contributions and managerial implications for the management of online food delivery.