Determinants of customers' intention to use online food delivery application through smartphone in Malaysia

Abstract

PurposeThe 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/approachThe 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.FindingsThe 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 implicationsThe 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/valueThe 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.

Application and extension of the UTAUT2 model for determining behavioral intention factors in use of the artificial intelligence virtual assistants

“…Despite a number of studies pointing at PE and benefit perceived in VAs toward higher adoption rate (Fan et al, 2022) for providing a pleasurable experience (Tsay and Patterson, 2018), that in turn will add to intention of use and to adoption rates (Almaiah et al, 2019), for the present case scenario didn't show a significant impact toward an increase in user perception or an improved expectation for performance. This bottom line is backed up by the referenced studies (Khalid et al, 2021;Pitchay et al, 2021). From a user skill consideration of VAs usage and adoption, most participants in the 52% spectrum were millennials and digital natives, so, functioning and display of simple commands, searches, and chat natural to the interface did not require any upgrades for the users' technical knowledge (Melián-González et al, 2021).…”

A model of online food delivery service quality, customer satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches

“…Pal et al (2021) found that the visual design and information design of the OFD apps are significant factors of customer satisfaction and customer loyalty. Similarly, information quality was a significant factor in consumers' attitudes towards OFD services (Allah Pitchay et al, 2021). Another study by Wen et al (2021) reported that when consumers find it easy to use food delivery apps, they exhibit higher levels of perceived behavioural control, leading to a higher intention to use the food delivery apps.…”

“…With the new social norms of social isolation and staying at home, there is a growing demand for OFD services worldwide (Ramos, 2021), especially in Malaysia, the context of the study (Allah Pitchay et al, 2021). It was reported that 38% of new OFD users began using OFD after the Malaysian government imposed movement control, resulting in a 61% increase in OFD customers (Vodus, 2021).…”

Determinants of intentions to use foodpanda mobile applications in Bangladesh: the role of attitude and fear of COVID-19

“…In addition, four items of fear of COVID-19, including afraid of coronavirus, uncomfortable thinking of coronavirus, afraid of losing life, and anxiety of watching news of coronavirus suggested by Jian et al (2020), are adopted. Lastly, four items of ITUFPMA, including intention to continue, use in daily life, frequent usage and usage next time, are adapted from Pitchay et al (2021). All items of each construct are measured employing a five-point Likert scale, where "1" denotes "strongly disagree" and "5" denotes "strongly agree."…”