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Article
Publication date: 20 July 2021

Anwar Allah Pitchay, Yuvaraj Ganesan, Nurul Syifa Zulkifli and Ahmad Khaliq

The study aims to examine factors that influence customers' intention to use online food delivery applications using a smartphone. The factors examined in this study are based on…

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Abstract

Purpose

The study aims to examine factors that influence customers' intention to use online food delivery applications using a smartphone. The factors examined in this study are based on the existing theory of Unified Theory of Acceptance and Use of Technology (UTAUT) namely performance expectancy, effort expectancy, social influence, information quality, price-saving orientation and time-saving orientation towards intention to use the applications. Moreover, this research model also has been expanded with an additional dimension, attitude towards online food delivery services which lead to the intention to use online food delivery services through a smartphone. Furthermore, the present study also tested the role of age as moderator constructs between attitude towards online food delivery services and intention to use online food delivery services through a smartphone.

Design/methodology/approach

The study employed a quantitative method and 256 respondents participated in this study. The questionnaires are distributed using a convenience sampling technique and the data is analysed using partial least square approach.

Findings

The result shows that four (4) constructs, i.e. social influence, information quality, price-saving orientation and time-saving orientation have a positive relationship and significant effect on attitude towards online food delivery service where it enhances the intention to use the application. Attitude towards online food delivery services also has a significant effect on the intention to use. Furthermore, age was not found significant to moderate the relationship between attitude and intention to use.

Practical implications

The output of this study has several practical contributions such as enhances the existing knowledge and skillset of the shared-economy industry, online food delivery service providers as well as restaurant owners in improving the quality of life of the customers. It also provides contextual knowledge and a deeper understanding of online food delivery applications for customers in Malaysia.

Originality/value

The findings provide a guiding principle for improving the present determinant factors, attitude towards online food delivery service and intention to use online food delivery applications.

Details

British Food Journal, vol. 124 no. 3
Type: Research Article
ISSN: 0007-070X

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