Online food delivery (OFD) has gained popularity because of rapid urbanization and busy lifestyles of individuals in the last decade. Nevertheless, despite the surging fame and significance of OFD, certain gaps in research demand attention. Thus, this study aims to examine comprehensive barriers (economic, efficiency, experience), trust, post-usage usefulness, loyalty, and electronic word-of-mouth (e-WoM) within OFD services. It also considers the moderating effect of moral obligation on the relationship between these concepts. PLS-SEM was employed for data analysis (n=650). The findings of the study indicate that barriers related to economic, efficiency, and user experience have a significant and detrimental impact on trust, the utility of the service after usage, electronic word-of-mouth (e-WoM), and loyalty in the context of adopting online food delivery (OFD) services. The findings contribute to a better understanding of consumers’ perception of OFD. Several theoretical and practical implications were offered.

中文翻译：

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从点击到美食：通过障碍、信任、使用后有用性和道德义务解开在线食品配送服务的相互作用


由于过去十年的快速城市化和个人忙碌的生活方式，在线食品配送 （OFD） 越来越受欢迎。然而，尽管 OFD 的名气和重要性激增，但研究中的某些差距需要关注。因此，本研究旨在检查 OFD 服务中的综合障碍（经济、效率、体验）、信任、使用后有用性、忠诚度和电子口碑 （e-WoM）。它还考虑了道德义务对这些概念之间关系的调节作用。采用 PLS-SEM 进行数据分析 （n=650）。研究结果表明，在采用在线食品配送 （OFD） 服务的情况下，与经济、效率和用户体验相关的障碍对信任、使用后的服务效用、电子口碑 （e-WoM） 和忠诚度具有重大和有害的影响。这些发现有助于更好地了解消费者对 OFD 的看法。提出了一些理论和实践意义。