Model fit testing.

Online food delivery (OFD) service, is a catering service model taking the Internet as the platform, where customers place orders online and enjoy offline delivery services. Customers’ attention on calorie labels when ordering food online is increasing with the increased health awareness in recent years. According to SERVQUAL model and Theory of Planned Behavior, this article constructed a structural equation model and then introduced calorie labels as a moderator variable. The data was obtained through a questionnaire survey, and a total of 222 valid responses from Chinese OFD service users were collected. Data was measured by SPSS software, and the structural equation model was analyzed by AMOS software. The results showed that food quality (path coefficient = 0.652, p < 0.001) and the kitchen photos (path coefficient = 0.849, p < 0.001) had greater influence on customers’ consumption intention. At the same time, calorie labels for OFD service stores have partly moderating effect on customers’ consumption intention. Regarding light-meal food and home-cooked food stores, calorie labels have a significantly positive moderating effect on the impact of OFD service quality on customers’ consumption intention. Regarding dessert and fried food stores, calorie labels have no moderating effect. The above researches put forward model reference and decision-making reference for improving OFD service quality and customers’ consumption intention and also contribute to the literature on OFD service by offering new insights into calorie labels.

在线外卖（Online Food Delivery，OFD）服务是一种以互联网为平台的餐饮服务模式，消费者通过线上下单并享受线下配送服务。近年来，随着公众健康意识的提升，消费者在在线外卖点餐时对热量标识的关注度日益提升。本研究基于SERVQUAL模型与计划行为理论（Theory of Planned Behavior）构建结构方程模型，并引入热量标识作为调节变量。数据通过问卷调查收集，最终获取来自中国在线外卖服务用户的有效问卷共222份。数据采用SPSS软件进行测度分析，结构方程模型则通过AMOS软件开展分析。研究结果显示，食品质量（路径系数=0.652，p<0.001）与商家后厨照片（路径系数=0.849，p<0.001）对消费者消费意向具有更为显著的正向影响。与此同时，在线外卖商家的热量标识对消费者消费意向存在部分调节效应。针对轻食与家常菜类商家，热量标识对在线外卖服务质量影响消费者消费意向的路径具有显著正向调节效应；而针对甜品与油炸食品类商家，热量标识则未表现出显著调节效应。本研究可为提升在线外卖服务质量与消费者消费意向提供模型参考与决策依据，同时也为在线外卖服务领域的相关研究提供了关于热量标识的全新视角，丰富了该领域的学术文献。