Factors Associated with the Intention to Use Online Food Delivery (OFD) Apps Among University Students: A Case of UiTM’s Students in The East Coast Region
Abstract
Online Food Delivery (OFD) service is a process by which an order for food is put online and delivered to the customer at the designated location. It is an exciting new trend that is currently booming in the food and beverage industry in Malaysia. Individuals who are caught with tight schedules or heavy traffic tend to have little or no time to go out to get their foods, which includes university students. Normally, some university students might find it difficult to get their food since they are busy with their daily routine such as attending classes, sports and extracurricular activities on campus. That said, there are insufficient studies that focus on the trends and antecedents of OFD service among students. Thus, the aim of this study is to describe the preferred factors that are associated with the intention to use OFD apps among UiTM's students in the East Coast region, particularly regarding convenience, usefulness and mobility. Cluster sampling was used and data from 377 respondents were obtained through online survey questionnaires and were analysed using SPSS software. The results indicated that all the factors identified including convenience, usefulness and mobility are associated with the intention to use OFD apps among UiTM’s students in the East Coast region. The factor of mobility in terms of time is the most preferred factor that associated with the intention to use OFD apps among students. Finally, as recommendation, future research could explore more in terms of the influence and relationship between the factors and its effects towards the customers. Other than that, future research should use a wider and more varied sample size involving all students in Malaysia in order to have more generalized results.
References
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Punj, G. (2012). Income Effects on Relative Importance of Two Online Purchase Goals: Saving Time Versus Saving Money? Journal of Business Research, 65(5), 634-640.
Rathore, S. S., & Chaudhary, M. (2018). Consumer’s Perception on Online Food Ordering. 12-17.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do People use Food Delivery Apps (FDA)? A Uses and Gratification Theory Perspective. Journal of Retailing and Consumer Services, 51, 221 - 230. https://doi.org/10.1016/j.jretconser.2019.05.025.
Salleh, R., Hamir, N., Azmi, N. A. N., Abdul Rahim Siddiqe, A. S. K. (2020). Hotel Restaurant Food Delivery App: Customer Intention, Journal of Social Sciences and Humanities, Volume 4 Special Issue 1.
Shroff, A., Shah, B.J. and Gajjar, H. (2022). Online Food Delivery Research: A Systematic Literature Review, International Journal of Contemporary Hospitality Management, ISSN: 0959-6119
Singh, A., Pathan, S., & Kanade, V. (2017). Online Food Ordering System. International Journal of Computer Applications,180(6), 22 – 24.
Spykerman, N. (2013). Malaysian Second in World Broadband Penetration Ranking. Retrieved on 8th April, 2020, from The Star, Malaysia.
Troise, C., O'Driscoll, A., Tani, M. & Prisco, A. (2021). Online Food Delivery Services and Behavioral Intention – A Test of An Integrated TAM And TPB Framework. British Food Journal, Vol. 123 No. 2, pp. 664-683.
Vinaik, A., Goel, R., Sahai, S., & Garg, V. (2019). The Study of Interest of Consumers in Mobile Food Ordering Apps. International Journal of Recent Technology and Engineering, 8(1), 3424 - 3429.
Wang, Y., Wang, H. and Xu, H. (2021). Understanding the Experience and Meaning of App-based Food Delivery from a Mobility Perspective. International Journal of Hospitality Management, Vol. 99, p. 103070.
Yeo, V. C., Goh, S.-K., & Rezaei, S. (2017). Consumer Experiences, Attitude and Behavioral Intention Toward Online Food Delivery (OFD) services. Journal of Retailing and Consumer Services, 150-162.
Alreck, P. L., & Settle, R. B. (2002). The hurried consumer: Time-saving perceptions of Internet and catalogue shopping. Journal of Database Marketing & Customer Strategy Management, 10(1), 25 - 35.
Azizul, J., Albattat, A., Ahmad Shahriman, I., & Irfan, K. F. (2019). The Relationship Between Food Delivery Apps Attributes Towards Customer Perceived Value Among Young Working Adults in Shah Alam. International Journal of Scientific and Technology Research, 8(11), 2478-2482.
Bert, F., Giacometti, M., Gualano, M. & Siliquini, R. (2014). Smartphones and Health Promotion: A Review of the Evidence. Journal of Medical Systems. 38. 9995. https://doi.org/10.1007/s10916-013-9995-7.
Chai, L. T., & Yat, D. N. (2019). Online Food Delivery Services: Making Food Delivery the New Normal. Journal of Marketing Advances and Practices, 1(1).
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), 21-36. https://doi.org/10.19030/ijmis.v19i1.9086.
Cummins, S., Berger, N., & Cornelsen, L. (2020). COVID-19: Impact on the Urban Food Retail System and Dietary Inequalities in the UK. Cities & Health. https://doi.org/10.1080/23748834.2020.1785167.
Filieri, R. (2015). What Makes Online Reviews Helpful? A Diagnosticity-Adoption Framework to Explain Informational and Normative Influences in e-WOM. Journal of Business Research, 68(6), 1261-1270.
Gunawan, F. E., Sondakh, B. L., & Alamsjah, F. (2020). Factors Affecting the User of Online Food Delivery. ICIC Express Letters, 14(11), 1069-1081.
Jacob, A. M., Sreedharan, N. V., & Sreena, K. (2019). Consumer Perception of Online Food Delivery Apps in Kochi. International Journal of Innovative Technology and Exploring Engineering, 8 (752), 2278 - 3075.
Kapoor, A. P., & Vij, M. (2018). Technology at the Dinner Table: Ordering Food Online Through Mobile Apps. Journal of Retailing and Consumer Services, 342-351.
Kedah, Z. Ismail, Y., Ahasanul Haque, A.K.M. & Ahmed, S. (2015). Key Success Factors of Online Food Ordering Services: An Empirical Study. Malaysian Institute of Management, 50(2).
Ken Research Report (2018). Rise in Income and Internet Facilities to Drive Online Food Delivery Market in India. Retrieved on 4th April 2020 from https://www.kenresearch.com/blog/2018/11/rise-in-income-and-internetfacilities-to-drive-online-food-delivery-market-in-india-ken-research/
Kimes, S. E. (2011). The Current State of Online Food Ordering in the U.S. Restaurant Industry. Cornell Hosp. Rep., 11(17), 6 - 18.
Lau, T. C., & David, N. C. (2019). Online Food Delivery Services: Making Food Delivery the New Normal. Journal of Marketing Advances and Practices, 1(1), 64 - 79.
Li, C., Mirosa, M., & Bremer, P. (2020). Review of Online Food Delivery Platforms and their Impacts on Sustainability. Journal of Sustainability, 1-17.
Liu, C. & Chen, J. (2019). Consuming Takeaway Food: Convenience, Waste and Chinese young People’s Urban Lifestyle. Journal of Consumer Culture. https://doi.org/10.1177/1469540519882487
Mokhtar, M., Yusoff, S., Asmuni, S. & M. Fauzi, N. A. (2020). An insight into online shopping behaviour among young adults in Malaysia. Journal of Emerging Economies & Islamic Research, 8(1), 77 – 88.
Moriarty, B. (2018). 5 Reasons Why Your Restaurant Needs an Online Ordering System. Retrieved on 6th April, 2020, from http://www.starmicronics.com/blog/5-reasons-why-yourrestaurant-need-anonline-ordering-system/
Mustafa, Z. (2018). Delivering good food to students on campus. Retrieved on 8th April 2020 from New Straits Times, https://www.nst.com.my/education/2018/03/342347/delivering-good-foodstudents-campus.
Panse, C., Rastogi, S., Sharma, A. & Dorji, N. (2019). Understanding Consumer Behaviour Towards Utilization of Online Food Delivery Platforms. Journal Of Theoretical and Applied Information Technology. 97. 4353-4365.
Parashar, N. M. (2017). A Study on Consumer's Attitude and Perception Towards Digital Food App Services. Amity Journal of Management.
Pigatto, G., Machado, J. G., Negreti, A. d., & Machado, L. M. (2017). Have you chosen your request? Analysis of Online Food Delivery Companies in Brazil. British Food Journal, 119(3), 639-657.
Probowo, G. T., & Nugroho, A. (2019). Factors that Influence the Attitude and Behavioural Intention of Indonesian Users toward Online Food Delivery Service by the Go-Food Application. 12th International Conference on Business and Management Research, 72, 72, 204 - 210.
Punj, G. (2012). Income Effects on Relative Importance of Two Online Purchase Goals: Saving Time Versus Saving Money? Journal of Business Research, 65(5), 634-640.
Rathore, S. S., & Chaudhary, M. (2018). Consumer’s Perception on Online Food Ordering. 12-17.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do People use Food Delivery Apps (FDA)? A Uses and Gratification Theory Perspective. Journal of Retailing and Consumer Services, 51, 221 - 230. https://doi.org/10.1016/j.jretconser.2019.05.025.
Salleh, R., Hamir, N., Azmi, N. A. N., Abdul Rahim Siddiqe, A. S. K. (2020). Hotel Restaurant Food Delivery App: Customer Intention, Journal of Social Sciences and Humanities, Volume 4 Special Issue 1.
Shroff, A., Shah, B.J. and Gajjar, H. (2022). Online Food Delivery Research: A Systematic Literature Review, International Journal of Contemporary Hospitality Management, ISSN: 0959-6119
Singh, A., Pathan, S., & Kanade, V. (2017). Online Food Ordering System. International Journal of Computer Applications,180(6), 22 – 24.
Spykerman, N. (2013). Malaysian Second in World Broadband Penetration Ranking. Retrieved on 8th April, 2020, from The Star, Malaysia.
Troise, C., O'Driscoll, A., Tani, M. & Prisco, A. (2021). Online Food Delivery Services and Behavioral Intention – A Test of An Integrated TAM And TPB Framework. British Food Journal, Vol. 123 No. 2, pp. 664-683.
Vinaik, A., Goel, R., Sahai, S., & Garg, V. (2019). The Study of Interest of Consumers in Mobile Food Ordering Apps. International Journal of Recent Technology and Engineering, 8(1), 3424 - 3429.
Wang, Y., Wang, H. and Xu, H. (2021). Understanding the Experience and Meaning of App-based Food Delivery from a Mobility Perspective. International Journal of Hospitality Management, Vol. 99, p. 103070.
Yeo, V. C., Goh, S.-K., & Rezaei, S. (2017). Consumer Experiences, Attitude and Behavioral Intention Toward Online Food Delivery (OFD) services. Journal of Retailing and Consumer Services, 150-162.
Published
2023-09-01
How to Cite
MOHD KAMAL, Malina Hanum et al.
Factors Associated with the Intention to Use Online Food Delivery (OFD) Apps Among University Students: A Case of UiTM’s Students in The East Coast Region.
International Journal of Business and Technology Management, [S.l.], v. 5, n. S1, p. 136-146, sep. 2023.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/23608>. Date accessed: 19 may 2025.
