Work

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

Year: 2026

Type: article

Abstract: 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.

Source: Acta Psychologica

DOI: 10.1016/j.actpsy.2026.107224

Authors: Xi Chen, Chenshuo Feng, Weishun Rong, Mintaek Kwon

Institutions: Shandong Jianzhu University, Shandong Huayu University of Technology, Woosuk University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,670

Funder: Shandong Jianzhu University