Food Safety Perception of the Korean Food Delivery App Users, and Antecedents and Consequences of Trust: Moderating Impact of Hygiene

Food safety can be regarded as a critical aspect of consumer protection, and there is a clear need for related research within the context of food delivery apps. In addition, food safety is a multidimensional concept, and its definition may vary depending on the specific context in which it is examined. Therefore, this work investigates food safety in the case of food delivery apps from the perspective of consumers in the Korean market. Food safety was conceptualized through four sub-dimensions: food healthiness, eco-friendly packaging, review information, and hygiene. The study examined the effects of these four factors on trust in food delivery apps and the influence of trust on continuance intention. Also, this work inspects the moderating role of hygiene in the relationship between trust and continuance intention. The survey participants were recruited via an online survey conducted through a professional research firm, yielding 300 valid responses. Hypotheses were tested using structural equation modeling and Hayes' Process Macro Model 1. The results show that trust is positively influenced by eco-friendly packaging, review information, and hygiene. Additionally, trust significantly affects continuance intention, with hygiene demonstrating a significant moderating effect. This research contributes to the literature by clarifying the definition of food safety in food delivery apps and elucidating the relationships among its key sub-dimensions.