Prior research has extensively investigated the consumer behaviour of online shoppers. Yet, there is still is a paucity of ideas on the OFDS industry regarding the determining factors of purchasing intentions. Immersing (mostly) onto the theory of planned behaviour (TPB) and expectancy disconfirmation theory (EDT) we apply an integrative research framework for the appraisal of buyer´s satisfaction and consumption patterns, with the purpose to foresight the determining factors impacting the purchasing intentions at an OFDS platform. To accomplish the above, we delved into the intricate network of the individual cognitive processes occurring ex-ante a purchasing decision-making, measuring the structural relationship of major factors within these functions (motivation; utility; trust; comfort; and, value) tested along 12 variables along those functions: convenience motivation/s (CM); hedonic motivation/s (HM); perceived ease-of-use (PEU); information quality (IQ); taste and presentation (TP); hygiene & varieties (HV); brand (BR); price and value of money (PVM); on-time delivery (OTD); consumer reviews and feedback (CRF); payment options, security and privacy (POSP); and, 12-navigation and location accuracy (NLA). The unpacking of the results of the navigating experience, transaction´s process and product/service appraisal revealed a unique and intricate negative relation of satisfaction and repurchase.

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Consumer behaviour and satisfaction,Food industry,Online platforms,OFDS,Purchasing intentions