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The COVID-19 outbreak in 2019 was a great blow to the food industry. However, with government-imposed restrictions on nonessential outcomes, the use of food delivery services (FDS) in Japan has rapidly expanded. In contrast, in China, more than one-third of the population uses food delivery services. While the expansion of users due to strict stay-at-home restrictions aimed at preventing the spread of COVID-19 is certainly a factor, it is worth noting that the Chinese FDS market had already developed significantly even before the pandemic. This suggests that the Chinese FDS market could serve as a reference point for further developing the Japanese FDS market. Therefore, this study conducts a comparative analysis of the factors affecting consumer well-being and the enrichment of home life based on family meals, as influenced by FDS usage in Japan and China, using interpretable machine learning techniques, specifically a Shapley additive explanations (SHAP) analysis. The results indicate several structural differences between the two countries regarding how FDS usage enriches their lives. In Japan, trying seasonal dishes or new products, convenience at home, and providing special experiences are key factors in consumer well-being and improving quality of life. Japanese FDS consumers seem to place greater value on the special and enriching experiences of FDS than on its practical utility, which, in turn, enriches their lives. However, in China, reducing food waste, enhancing a sense of luxury, and saving time and costs are major contributors to the enrichment of life through FDS usage. This implies that Chinese consumers routinely enjoy the practical benefits derived from FDS, leading to a greater sense of life enrichment. These findings contribute to a better understanding of the strategies that FDS providers should adopt to meet consumer expectations in different national markets. It has become clear that while consumers in both countries hold different values, their sense of life enrichment is influenced by FDS usage.

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Important Elements of Food Delivery Services on Consumer Well-Being: A Comparative SHAP Analysis of Japan and China During COVID-19

  • 会议论文

  • 发表日期：

    2026年

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  • Kenta Yuzawa,
  • Michiko Tsubaki,
  • Shoji Yamamoto

摘要

The COVID-19 outbreak in 2019 was a great blow to the food industry. However, with government-imposed restrictions on nonessential outcomes, the use of food delivery services (FDS) in Japan has rapidly expanded. In contrast, in China, more than one-third of the population uses food delivery services. While the expansion of users due to strict stay-at-home restrictions aimed at preventing the spread of COVID-19 is certainly a factor, it is worth noting that the Chinese FDS market had already developed significantly even before the pandemic. This suggests that the Chinese FDS market could serve as a reference point for further developing the Japanese FDS market. Therefore, this study conducts a comparative analysis of the factors affecting consumer well-being and the enrichment of home life based on family meals, as influenced by FDS usage in Japan and China, using interpretable machine learning techniques, specifically a Shapley additive explanations (SHAP) analysis. The results indicate several structural differences between the two countries regarding how FDS usage enriches their lives. In Japan, trying seasonal dishes or new products, convenience at home, and providing special experiences are key factors in consumer well-being and improving quality of life. Japanese FDS consumers seem to place greater value on the special and enriching experiences of FDS than on its practical utility, which, in turn, enriches their lives. However, in China, reducing food waste, enhancing a sense of luxury, and saving time and costs are major contributors to the enrichment of life through FDS usage. This implies that Chinese consumers routinely enjoy the practical benefits derived from FDS, leading to a greater sense of life enrichment. These findings contribute to a better understanding of the strategies that FDS providers should adopt to meet consumer expectations in different national markets. It has become clear that while consumers in both countries hold different values, their sense of life enrichment is influenced by FDS usage.