The Effect of Perceived Benefits and Risks on Purchase Intention from Ghost Kitchens af Academicians

Abstract

One of the sectors most affected by technological developments and global crises is the food and beverage sector. Along with the digitalization process in the sectors, the Covid-19 pandemic has been instrumental in/caused the emergence of innovations and new business models in restaurants operating in the food and beverage industry. In order to reduce the negative effects of the pandemic on the sector, restaurants have started to turn to the "Ghost Kitchen" business model, which refers to virtual restaurants based only on takeaway service. Food is not physically served in these restaurants, instead, takeaway service is provided to homes or workplaces. Consumers' purchasing behavior from ghost kitchens through distribution channels can affect their perceptions of benefit and risk. The purpose of research is to determine the effect of perceived benefit and risk on purchase intention from ghost kitchens. In the research, data were collected online from 387 academicians via questionnaire. According to the research findings, personal benefit and social / societal benefit have a positive effect on the intention to buy from ghost kitchens, while personal risk and social / societal risk have a negative effect on purchase intention from ghost kitchens.