UNDERSTANDING ONLINE MENU SHOPPING IN PANDEMIC COVID-19: MODERATION BY HEALTH CONSCIOUSNESS AND OPENNESS TO CHANGE
COVID-19 pandemic has significantly reduced the number of purchases at restaurants. This encourages restaurant service providers to prepare strategies to restore consumer purchases which are currently declining due to the impact of the pandemic. This study explains how the menu appeals, menu informativeness, and perceived COVID-19 factors affect the desire for food, which is then tested whether this desire for food is also a factor that affects a person's perceived intention to purchase food online. The target respondents in this study are users of online food delivery services in Indonesia. The sampling method used was convenience sampling with a total sample of 209 respondents. In this study using a Likert scale in the questionnaire. The data obtained were analyzed using the Structural Equation Model (SEM) – Partial Least Square (PLS) approach using Smartpls 3.0. The survey results show that menu appeals, menu informativeness and perceived risk of COVID-19 have a significant influence on a consumer's desire for food. The research also explains that the factors of openness to change and health consciousness doesn’t moderate the relationship between the desire for food and purchase intention. This research implies that the restaurant service providers should consider three factors in increasing consumer desire for their restaurant's online menu. This is because the desire for food is significantly influencing the consumer to purchase food.
Menu Appeals, Menu Informativeness, Perceived Risk COVID-19, Online Menu