Understanding consumer switching behavior: how mobile O2O transforms the food delivery industry in Tanzania

The Tanzanian food delivery industry has not yet fully embraced the online-to-offline (O2O) model. This study adopts the push-pull-mooring framework to examine consumers’ intention to switch to the O2O model. Purposive and snowball sampling techniques were used to collect 282 responses, which were analyzed using SmartPLS. The findings indicate that service quality and user satisfaction are push factors, self-efficacy is a mooring factor, and relative advantage and compatibility are pull factors. Perceived security acts as a moderating factor. The study has identified theoretical and practical implications for scholars and policymakers to enhance O2O adoption in Tanzania.