THE EFFECT OF ONLINE FOOD DELIVERY SERVICES ON CONSUMER BEHAVIORAL INTENTIONS
DOI:
https://doi.org/10.31539/costing.v7i6.13269Keywords:
Online Food Delivery Services, Perceived Ease of Use, Time-Saving Orientation, Convenience Motivation, Behavioral Intention, Repurchase IntentionsAbstract
The research explored the Special Region of Yogyakarta towards online food delivery services, which had become a prominent trend within the food and beverage industry. Consumers were increasingly opting for the convenience of ordering food online rather than traditional dining out or takeout. This study aimed to develop an integrated model to examine the relationship between several antecedents (perceived ease of use, time-saving orientation, convenience motivation, privacy and security, and behavioral intention) and repurchase intention towards OFD services. The findings revealed that time-saving orientation, convenience motivation, and privacy and security positively influenced behavioral and repurchase intentions. These results offered valuable insights for OFD service providers and researchers, shedding light on the key factors driving urbanites to adopt and continue using these services.
References
Ahuja, K., Chandra, V., Lord, V., & Peens, C. (2021). Ordering in: The rapid evolution of food delivery. McKinsey & Company, 22.
Bashir, R., Mehboob, I., & Bhatti, W. K. (2015). Effects of online shopping trends on consumer-buying Behavior: An empirical study of Pakistan, Journal of Management and Research, 2(2), 1–25.
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484–506.
Chiu, C. M., & Wang, E. T. G. (2008). Understanding Web-based learning continuance intention: The role of subjective task value, Information & Management, 45(3), 194-201.
Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment, International Journal of Management & Information Systems (IJMIS), 19(1), 21-35.
Consult, A. N. (2002). China Online Banking Study. Available: http://estore.chinaonline.com/chinonlbanstu.html.
Ghozali, I. (2017). Model persamaan struktural konsep dan aplikasi program. AMOS 24. Semarang: Badan Penerbit Universitas Diponegoro.
Hellier, P. K., Geursen G. M., Carr R. A., & Rickard, J. A. (2003). Customer repurchase intention general structural equation model. European Journal of Marketing, 37(11), 1762-1800.http://dx.doi.org/10.1108/03090560310495456
Inthong, C., Champahom, T., Jomnonkwao, S., Chatpattananan, V., & Ratanavaraha, V. (2022). Exploring factors affecting consumer behavioral intentions toward online food ordering in Thailand. Journal of Sustainability, 14(14), 8493.
Jahangir, N., & Begum, N. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking, African Journal of Business Management, 2(1), 32–40.
Leong, L., Hew, T., Tan, G. W., & Ooi, K. (2013). Predicting the determinants of the NFCenabledmobile credit card acceptance: A neural networks approach. Expert Systems with Applications, pp. 40, 5604–5620.
Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Journal of Sustainability, 12(14), 5528.
Liu, H. K. (2023). A Study on Consumers' Perception of Food Delivery Platforms. Qeios. https://doi.org/10.32388/FFSG78
Miyazaki, A. D., & Fernandez, A. (2000). Internet privacy and security: an examination of online retailer disclosures, Journal of Public Policy & Marketing, 19(1), 54–61.
Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during the COVID-19 pandemic. Journal of theoretical and applied electronic commerce research, 16(5), 1297-1310.
Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during the COVID-19 pandemic. Journal of theoretical and applied electronic commerce research, 16(5), 1297-1310.
Satishprakash, S. (2020). Research Methodology and Statistics. Ahmedabad: Rishit Publications.
Sgroi, F., & Marino, G. (2022). Environmental and digital innovation in food: The role of digital food hubs in the creation of sustainable local agri-food systems. Science of The Total Environment, 810, 152257.
Shafiee, S. N. Z., & Wahab, M. R. A. (2021). Consumer attitude, satisfaction, food safety awareness, and purchase intention of food ordered through online food delivery using the mobile application in Penang Island, Malaysia. Malaysian Applied Biology, 50(2), 165–175.
Shukla, S., (2016). Research – Methods. (Gujarati) Ahmedabad: Kshiti Prakashan.
Sultan, M. U., & Uddin, M. (2011). Consumers’ Attitude towards Online Shopping: Factors influencing Gotland consumers to shop online. Unpublished Master’s Thesis, Gotland University.
Sultan, M. U., & Uddin, M. (2011). Consumers’ Attitude towards Online Shopping: Factors influencing Gotland consumers to shop online. Unpublished Master’s Thesis, Gotland University.
Tajvidi, R., & Tajvidi, M. (2021). The growth of cyber entrepreneurship in the food industry: Virtual community engagement in the COVID-19 era. British Food Journal, 123(10), 3309-3325.
Tian, G., Lu, L., & McIntosh, C. (2021). What factors affect consumers’ dining sentiments and their ratings: Evidence from restaurant online review data. Food Quality and Preference, 88, 104060.
Vitsentzatou, E., Tsoulfas, G. T., & Mihiotis, A. N. (2022). The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach. Sustainability, 14(22), 15228.
Warshaw, P. R., & Davis, F. D. (1985). Disentangling Behavioral Behavioral Intention and Expectation. Journal OF Experimental Social Psychology and Organizational Behavior, p. 21. https://doi.org/10.1016/0022-1031(85)90017-4
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services, Journal of Retailing and Consumer Services, 35, 150–162.
Bashir, R., Mehboob, I., & Bhatti, W. K. (2015). Effects of online shopping trends on consumer-buying Behavior: An empirical study of Pakistan, Journal of Management and Research, 2(2), 1–25.
Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484–506.
Chiu, C. M., & Wang, E. T. G. (2008). Understanding Web-based learning continuance intention: The role of subjective task value, Information & Management, 45(3), 194-201.
Cho, Y. C., & Sagynov, E. (2015). Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment, International Journal of Management & Information Systems (IJMIS), 19(1), 21-35.
Consult, A. N. (2002). China Online Banking Study. Available: http://estore.chinaonline.com/chinonlbanstu.html.
Ghozali, I. (2017). Model persamaan struktural konsep dan aplikasi program. AMOS 24. Semarang: Badan Penerbit Universitas Diponegoro.
Hellier, P. K., Geursen G. M., Carr R. A., & Rickard, J. A. (2003). Customer repurchase intention general structural equation model. European Journal of Marketing, 37(11), 1762-1800.http://dx.doi.org/10.1108/03090560310495456
Inthong, C., Champahom, T., Jomnonkwao, S., Chatpattananan, V., & Ratanavaraha, V. (2022). Exploring factors affecting consumer behavioral intentions toward online food ordering in Thailand. Journal of Sustainability, 14(14), 8493.
Jahangir, N., & Begum, N. (2008). The role of perceived usefulness, perceived ease of use, security and privacy, and customer attitude to engender customer adaptation in the context of electronic banking, African Journal of Business Management, 2(1), 32–40.
Leong, L., Hew, T., Tan, G. W., & Ooi, K. (2013). Predicting the determinants of the NFCenabledmobile credit card acceptance: A neural networks approach. Expert Systems with Applications, pp. 40, 5604–5620.
Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Journal of Sustainability, 12(14), 5528.
Liu, H. K. (2023). A Study on Consumers' Perception of Food Delivery Platforms. Qeios. https://doi.org/10.32388/FFSG78
Miyazaki, A. D., & Fernandez, A. (2000). Internet privacy and security: an examination of online retailer disclosures, Journal of Public Policy & Marketing, 19(1), 54–61.
Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during the COVID-19 pandemic. Journal of theoretical and applied electronic commerce research, 16(5), 1297-1310.
Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during the COVID-19 pandemic. Journal of theoretical and applied electronic commerce research, 16(5), 1297-1310.
Satishprakash, S. (2020). Research Methodology and Statistics. Ahmedabad: Rishit Publications.
Sgroi, F., & Marino, G. (2022). Environmental and digital innovation in food: The role of digital food hubs in the creation of sustainable local agri-food systems. Science of The Total Environment, 810, 152257.
Shafiee, S. N. Z., & Wahab, M. R. A. (2021). Consumer attitude, satisfaction, food safety awareness, and purchase intention of food ordered through online food delivery using the mobile application in Penang Island, Malaysia. Malaysian Applied Biology, 50(2), 165–175.
Shukla, S., (2016). Research – Methods. (Gujarati) Ahmedabad: Kshiti Prakashan.
Sultan, M. U., & Uddin, M. (2011). Consumers’ Attitude towards Online Shopping: Factors influencing Gotland consumers to shop online. Unpublished Master’s Thesis, Gotland University.
Sultan, M. U., & Uddin, M. (2011). Consumers’ Attitude towards Online Shopping: Factors influencing Gotland consumers to shop online. Unpublished Master’s Thesis, Gotland University.
Tajvidi, R., & Tajvidi, M. (2021). The growth of cyber entrepreneurship in the food industry: Virtual community engagement in the COVID-19 era. British Food Journal, 123(10), 3309-3325.
Tian, G., Lu, L., & McIntosh, C. (2021). What factors affect consumers’ dining sentiments and their ratings: Evidence from restaurant online review data. Food Quality and Preference, 88, 104060.
Vitsentzatou, E., Tsoulfas, G. T., & Mihiotis, A. N. (2022). The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach. Sustainability, 14(22), 15228.
Warshaw, P. R., & Davis, F. D. (1985). Disentangling Behavioral Behavioral Intention and Expectation. Journal OF Experimental Social Psychology and Organizational Behavior, p. 21. https://doi.org/10.1016/0022-1031(85)90017-4
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services, Journal of Retailing and Consumer Services, 35, 150–162.
Downloads
Issue
Section
Articles
