From ‘ease of use’ to ‘emotional attachment’: How service quality of O2O platforms drives consumer emotions and continued usage in the digital food delivery era

This study aims to examine how online and offline service quality influence consumer emotions and continued usage intention in the context of Online-to-Offline (O2O) food delivery services. Drawing on the Stimulus-Organism-Response framework and the PAD model, online service quality is conceptualized in terms of convenience, safety, and economy, whereas offline service quality is reflected by delivery accuracy and speed. The results show that both online and offline service quality significantly enhance consumers' pleasure, arousal, and dominance. In turn, all three emotional dimensions positively predict continued usage intention. In addition, app familiarity significantly moderates the relationship between service quality and dominance, whereas its moderating effects on pleasure and arousal are not supported. These findings highlight the role of PAD-based emotional responses in translating service quality perceptions into continued usage behavior and suggest that both digital interface performance and offline fulfillment quality are important for sustaining user retention in O2O food delivery platforms.