Antecedent and consequence of using O2O delivery applications: social anxiety, loneliness, and a moderated mediation model

Online-to-offline delivery applications (ODAs), which link the mobile Internet to local physical businesses, offer prompt delivery of a wide range of items, including but not limited to food delivery. Frequent use of ODAs can be problematic. While the use of ODAs has been connected to physical health issues (e.g., unhealthy diet and sedentary behavior), its association with mental health concerns (e.g., social anxiety and loneliness) remains insufficiently addressed. Consequently, this study aims to explore the relationships among ODA usage, social anxiety, and loneliness by developing and validating a moderated mediation model. Data were derived from a three-phase online survey and subsequently analyzed applying partial least squares structural equation modeling alongside PROCESS analyses. The results show that social anxiety positively predicts ODA usage, and that such usage in turn positively predicts loneliness. Furthermore, ODA usage mediates the relationship between social anxiety and loneliness, and this indirect effect is moderated by living arrangement — being significantly stronger among consumers living alone. This study expands the scope of problematic technology use while providing nuanced practical insights for understanding consumer behavior and their psychological well-being.

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