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The phantom of ghost kitchens: examining the influence of knowledge, eWOM, perceived benefits and trust on purchase decisions

The phantom of ghost kitchens: examining the influence of knowledge, eWOM, perceived benefits and... Ghost kitchens are reshaping the food service industry by leveraging technology to optimise operations and meet the rising demand for convenient, high-quality meal delivery. Despite being a relatively new model, their growth potential is substantial. This study examines the factors driving customer purchase decisions, with a focus on the mediating roles of perceived benefits and trust in product assurance.Design/methodology/approachA quantitative, correlational study was conducted, targeting consumers aged 18 and above with prior experience of purchasing from ghost kitchens. Data were collected in Klang Valley, Malaysia, and 292 valid responses were analysed using SPSS and SmartPLS. The reliability and validity of the data were confirmed.FindingsThe results indicate that customer knowledge, perceived benefits, and trust in product assurance directly influence purchase decisions, while electronic word-of-mouth does not. However, electronic word-of-mouth indirectly influences purchase decisions through perceived benefits and trust in product assurance. Furthermore, perceived benefits and trust in product assurance were identified as significant mediators between customer knowledge and purchase decisions.Originality/valueThis study advances ghost kitchens research by uncovering the cognitive and perceptual factors that shape consumer purchase decisions. Unlike previous studies that primarily focused on operational efficiency and the direct benefits of ghost kitchens from the consumer’s perspective, this study specifically examines the cognitive and perceptual factors that directly influence actual purchasing behaviour. By empirically validating these relationships, this study contributes to refining consumer decision-making models within the context of digital food service platforms. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

The phantom of ghost kitchens: examining the influence of knowledge, eWOM, perceived benefits and trust on purchase decisions

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References (42)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
eISSN
1758-4108
DOI
10.1108/bfj-03-2025-0322
Publisher site
See Article on Publisher Site

Abstract

Ghost kitchens are reshaping the food service industry by leveraging technology to optimise operations and meet the rising demand for convenient, high-quality meal delivery. Despite being a relatively new model, their growth potential is substantial. This study examines the factors driving customer purchase decisions, with a focus on the mediating roles of perceived benefits and trust in product assurance.Design/methodology/approachA quantitative, correlational study was conducted, targeting consumers aged 18 and above with prior experience of purchasing from ghost kitchens. Data were collected in Klang Valley, Malaysia, and 292 valid responses were analysed using SPSS and SmartPLS. The reliability and validity of the data were confirmed.FindingsThe results indicate that customer knowledge, perceived benefits, and trust in product assurance directly influence purchase decisions, while electronic word-of-mouth does not. However, electronic word-of-mouth indirectly influences purchase decisions through perceived benefits and trust in product assurance. Furthermore, perceived benefits and trust in product assurance were identified as significant mediators between customer knowledge and purchase decisions.Originality/valueThis study advances ghost kitchens research by uncovering the cognitive and perceptual factors that shape consumer purchase decisions. Unlike previous studies that primarily focused on operational efficiency and the direct benefits of ghost kitchens from the consumer’s perspective, this study specifically examines the cognitive and perceptual factors that directly influence actual purchasing behaviour. By empirically validating these relationships, this study contributes to refining consumer decision-making models within the context of digital food service platforms.

Journal

British Food Journal – Emerald Publishing

Published: Sep 10, 2025

Keywords: Ghost kitchens; Knowledge; eWOM; Trust; Purchase decision; Online delivery

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