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Publication
O impacto do medo da Covid-19 nos hábitos de consumo da geração millenial no setor da restauração e serviços de encomenda de comida online
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| 2.35 MB | Adobe PDF |
Advisor(s)
Abstract(s)
À medida que a pandemia do coronavírus (Covid-19) se espalhou globalmente, o setor da restauração foi significativamente abalado, devido às restrições impostas que impediam os consumidores de manter os hábitos de convívio a que estavam habituados.
Esta investigação examinou de que forma a pandemia modificou os hábitos e/ou comportamentos dos consumidores, da geração millenial, no respeitante ao setor da restauração e encomenda de comida online. Pretende-se compreender os principais receios, desejos e preferências dos consumidores nesta área. Para alcançar esse objetivo, procedeu-se a uma revisão da literatura, que abordou temas chave como o medo da covid-19, a perceção da segurança dos restaurantes, a intenção de visitar um restaurante, conveniência e intenção de continuidade de encomendar comida online.
Posteriormente, foi realizado e analisado um inquérito através de um questionário online, que recolheu um total de 195 inquéritos validados, de inquiridos com idades compreendidas entre os 21 e 41 anos. Os resultados revelaram que grande parte dos inquiridos revela medo em contrair a Covid-19 e evita encontrar-se com outras pessoas por precaução. Percebeu-se também que a perceção da segurança e da marca de um restaurante tem influência no incremento da intenção dos consumidores de visitar um restaurante. Contudo, essa intenção foi afetada negativamente com o aparecimento da pandemia. Para além disso, a Covid-19 influenciou a frequência e despesas mensais das idas dos inquiridos aos restaurantes. Constatou-se ainda que, a procura por serviços de entrega de alimentos online aumentou, tal como a percentagem de frequência com que os inquiridos encomendam comida para casa. Todavia, concluiu-se que a intenção de encomendar comida online não anula a intenção/desejo de ir a um restaurante, havendo maior preferência em jantar fora a encomendar comida para casa.
As the coronavirus (COVID-19) pandemic spread globally, the restaurant industry was significantly shaken due to the restrictions imposed that prevented consumers from maintaining the previous socializing habits. This research examines how the pandemic changed the habits and/or behaviors of millennial consumers in the restaurant industry and online food ordering. It aimed to understand consumers' main fears, desires, and preferences in this area. To achieve this goal, a literature review was be carried out, which addressed key themes such as fear of covid-19, perception of restaurant safety, intention to visit a restaurant, convenience and intention to continue ordering food online. Afterwards, a survey was conducted and analyzed through an online questionnaire, wich collected a total of 195 validated respondents, aged between 21 and 41 years. The results revealed that most of the respondents are afraid of contracting Covid-19 and avoid meeting other people out of caution. The perceived safety and brand of a restaurant has an influence on increasing consumers' intention to visit a restaurant, and this intention after the outbreak of the pandemic was negatively affected. In addition, Covid-19 influenced the frequency and monthly expenses of the respondents' restaurant visits. It was also found that the demand for online food delivery services increased, as did the percentage of frequency with which respondents order food at home. However, it was concluded that the intention to order does not annul the intention to go to the restaurant. Costumers still prefer dining out than ordering food at home.
As the coronavirus (COVID-19) pandemic spread globally, the restaurant industry was significantly shaken due to the restrictions imposed that prevented consumers from maintaining the previous socializing habits. This research examines how the pandemic changed the habits and/or behaviors of millennial consumers in the restaurant industry and online food ordering. It aimed to understand consumers' main fears, desires, and preferences in this area. To achieve this goal, a literature review was be carried out, which addressed key themes such as fear of covid-19, perception of restaurant safety, intention to visit a restaurant, convenience and intention to continue ordering food online. Afterwards, a survey was conducted and analyzed through an online questionnaire, wich collected a total of 195 validated respondents, aged between 21 and 41 years. The results revealed that most of the respondents are afraid of contracting Covid-19 and avoid meeting other people out of caution. The perceived safety and brand of a restaurant has an influence on increasing consumers' intention to visit a restaurant, and this intention after the outbreak of the pandemic was negatively affected. In addition, Covid-19 influenced the frequency and monthly expenses of the respondents' restaurant visits. It was also found that the demand for online food delivery services increased, as did the percentage of frequency with which respondents order food at home. However, it was concluded that the intention to order does not annul the intention to go to the restaurant. Costumers still prefer dining out than ordering food at home.
Description
Keywords
Perceção do risco da COVID-19 Perceção da segurança dos restaurantes Intenção de visitar um restaurante Conveniência de encomendar comida online Intenção de continuidade de encomendar online Millenials Covid-19 risk perception Restaurant safety perception Intention to visit a restaurant Convenience of ordering food online Intention to continue ordering online