Factors Affecting the Behavioural Intentions of Indian Millennials

Abstract

Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.

Determinants of Customer Attitude and Behavioral Intention for Online Food Delivery: A Study from Karachi

“…And attitudes mediate time-saving and intention to purchase online food. Since, online food shopping saves consumers time, they use it more frequently (Chakraborty & Azam, 2022).…”

“…Given its importance, many restaurants have created their online apps or use services of online intermediaries like food panda (Hakim and Sobari, 2021). In recent years, consumers' buying habits and attitudes have changed significantly, and they use such facilities more frequently (Chakraborty & Azam, 2022).…”

“…In today's busy life, consumers cannot afford to spend considerable time waiting for food delivery (Chakraborty & Azam, 2022). Timely delivery of food promotes a positive attitude and behavior intention.…”

“…Price-saving orientation is consumers' inclination to pay less than the stipulated price using discounts and promotional coupons (Chakraborty & Azam, 2022). Price perception significantly affects consumers' attitudes and behavioral intentions.…”