Assessing Consumer Intentions for Online Food Delivery in a Post-Coronavirus Pandemic
Abstract
The rise in online food delivery (OFD) services during the COVID-19 pandemic has significantly altered consumer behavior and provided a lifeline to many restaurants. As Malaysia transitions from the pandemic to endemic phases, marked by the reopening of physical dining options, prompts a pertinent question: will the increased reliance on OFD continue as a dominant food consumption method? This study adopts a quantitative methodology to explore the factors influencing customer intentions toward the continued use of OFD services after the pandemic. Utilizing a descriptive research design, this study specifically examined the evolving landscape of OFD utilization in Setiawangsa, Kuala Lumpur. Data were gathered through purposive sampling with 384 respondents participating in an online survey. The findings reveal a strong positive correlation between perceived usefulness and customer intention to use OFD services, underscoring the critical influence of perceived usefulness in promoting OFD adoption. Conversely, no significant correlations are observed between price-saving benefits, time-saving benefits, and customer intentions, indicating that more complex factors drive consumer behavior. This research offers crucial insights into the post-pandemic adoption dynamics of OFD, providing valuable information for industry stakeholders and policymakers on the necessary strategic adjustments to align with changing consumer preferences. By employing a thorough quantitative approach and effective sampling strategy, this study elucidates the determinants of customer intentions towards OFD services during the endemic phase, aiding the development of informed and sustainable business strategies in the evolving post-COVID-19 pandemic.
References
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Roh M, and Park K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation, International Journal of Information Management, 47 (262-273), ISSN 0268-4012, https://doi.org/10.1016/j.ijinfomgt.2018.09.017.
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Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Tan, S. Y., Lim, S. Y., & Yeo, S. F. (2021). Online food delivery services: a cross-sectional study of consumers’ attitude in Malaysia during and after the COVID-19 pandemic. F1000Research, 10, 972. https://doi.org/10.12688/f1000research.73014.1
World Health Organization, WHO. (2020). Coronavirus disease (COVID-19) in Malaysia. Retrieved July 8, 2022, https://www.who.int/malaysia/emergencies/coronavirus-disease-(covid-19)-in-Malaysia.
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. https://doi.org/10.1016/j.jretconser.2016.12.013
Zhang M, Luo M, Nie R, Zhang Y. (2017). Technical attributes, health attribute, consumer attributes, and their roles in the adoption intention of healthcare wearable technology. Int J Med Inform, 108:97-109. doi: 10.1016/j.ijmedinf.2017.09.016.
Zolkiffli, N. N., Ramlan, R., & Wei, C. S. (2021). Online Food Delivery (OFD) apps: What do the customers look at? 1797–1803.
Chai, L. T., Deng, C., Tsui, E., & Lei, Z. (2019). Understanding the intention to use commercial bike-sharing systems in China. International Journal of Sustainable Transportation, 13(7), 494-507.
Che Ahmat, N. H., Rahamat, S., Wan Ismail, W. R., Ramli, R. A., & Baiomy, A. (2022). Understanding the Challenges Faced by Hospitality Managers during the COVID-19 Pandemic in Malaysia. Environment-Behaviour Proceedings Journal, 7(19), 183–188.
Chiu, Chao-Min, Wang, Eric, Fang, Yu-Hui & Huang, Hsin-Yi. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value, and perceived risk. Information Systems Journal, 24. 10.1111/j.1365-2575.2012.00407. x.
Cho, M., Bonn, M. A., & Li, J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108-116. https://doi.org/10.1016/j.ijhm.2018.06.019
Correa, J. C., Garzón, W., Brooker, P., Sakarkar, G., Carranza, S. A., Yunado, L., & Rincón, A. (2019). Evaluation of collaborative consumption of food delivery services through web mining techniques. Journal of Retailing and Consumer Services, 46, 45-50. https://doi.org/10.1016/j.jretconser.2018.05.002
Gentry, L., & Calantone, R. (n.d.) (2002). A Comparison of Three Models to Explain Shop Bot Use on the Web. Psychology and Marketing, 19(11), 945-956, DOI:10.1002/mar.10045
Gunden, N., & Morosan, C., (2020). Consumers’ persuasion in online food delivery systems. Journal of Hospitality and Tourism Technology, 11(3), DOI:10.1108/JHTT-10-2019-0126
Halim, A., & Mohi, N. S. (2021). User experiences using e-hailing food delivery service in Klang Valley. Journal of Tourism, Hospitality & Culinary Arts, 13(2), 33–53.
Hasrat, T., Mahfudnurnajamuddin,. Djamereng, A., Hasan, S., & Budiandriani, . (2020). An Examination of The Determinants of Customer Loyalty. European Journal of Business and Management Research, 5(4), 29–37. https://doi.org/10.24018/ejbmr.2020.5.4.478
He, Z., Han, G., Cheng, T. C. E., Fan, B., & Dong, J. (2019). Evolutionary food quality and location strategies for restaurants in competitive online-to-offline food ordering and delivery markets: An agent-based approach. International Journal of Production Economics, 215, 61–72. https://doi.org/10.1016/j.ijpe.2018.05.008
Hong, Y., Liao, H., Hu, J., & Jiang, K. (2021). The influence of user experience and user interface on customer satisfaction with mobile banking: The mediating role of perceived usefulness and perceived ease of use. Electronic Commerce Research and Applications, 40, 100980.
Hooi, L. W., Leong, L. Y., Tan, G. W. H., Ooi, K. B., & Chong, A. Y. L. (2021). The effects of convenience and speed in m-payment. Industrial Management & Data Systems, 121(2), 263-280.
Kaur.P, A. Dhir, A. Ray, P. Balal, A. Khalil., (2020). Innovation Resistance Theory perspective on the use of food delivery applications, JEIM, ahead-of-print (2020), 10.1108/JEIM-03-2020-0091
Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and Psychological Measurement.
Lau, T., & Ng, D. (2019). Online Food Delivery Services: Making Food Delivery the New Normal. Journal of Marketing Advances and Practices, 1(1), 17.
Li, C., & Mirosa, M. (2020). Review of Online Food Delivery Platforms and their Impacts on Sustainability. 1, 1–17.
Morganosky, M. A., & Cude, B. J. (2000). Consumer response to online grocery shopping. International Journal of Retail & Distribution Management, 28(1), pp. 17-26. https://doi.org/10.1108/09590550010306737
Nardi, V. A., Teixeira, R., Ladeira, W. J., & de Oliveira Santini, F. (2020). Exploring the antecedents of intentions to use digital services by non-user consumers. Journal of Services Marketing, 34(3), 277-289.
Norashikin, N. A. A., Sidek. J, N. I., Johari, N. A., & Mohd Ishar, M. I. (2021). Kesan Norma Baharu Terhadap Pengguna dari Aspek Aktiviti Sosial. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(3),159–170. https://doi.org/10.47405/mjssh.v6i3.702
Punj, Girish. (2012). Consumer Decision Making on the Web: A Theoretical Analysis and Research Guidelines. Psychology and Marketing, 29. 10.1002/Mar. 20564.
Ray, Arghya & Bala, Pradip. (2021). User-generated content for exploring factors affecting intention to use travel and food delivery services. International Journal of Hospitality Management, 92. 102730. 10.1016/j.ijhm.2020.102730.
Ray, Arghya & Dhir, Amandeep & Bala, Pradip Kumar & Kaur, Puneet, (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective, Journal of Retailing and Consumer Services, Elsevier, 51(C), 221-230.
Roh M, and Park K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation, International Journal of Information Management, 47 (262-273), ISSN 0268-4012, https://doi.org/10.1016/j.ijinfomgt.2018.09.017.
Sekaran, U., & Bougie, R. (2011). Research Methods for Business: A Skill-Building Approach, 6th Edition.
Subnasional, S. (n.d.). P. 118 SETIAWANGSA Kuala Lumpur.
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Tan, S. Y., Lim, S. Y., & Yeo, S. F. (2021). Online food delivery services: a cross-sectional study of consumers’ attitude in Malaysia during and after the COVID-19 pandemic. F1000Research, 10, 972. https://doi.org/10.12688/f1000research.73014.1
World Health Organization, WHO. (2020). Coronavirus disease (COVID-19) in Malaysia. Retrieved July 8, 2022, https://www.who.int/malaysia/emergencies/coronavirus-disease-(covid-19)-in-Malaysia.
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. https://doi.org/10.1016/j.jretconser.2016.12.013
Zhang M, Luo M, Nie R, Zhang Y. (2017). Technical attributes, health attribute, consumer attributes, and their roles in the adoption intention of healthcare wearable technology. Int J Med Inform, 108:97-109. doi: 10.1016/j.ijmedinf.2017.09.016.
Zolkiffli, N. N., Ramlan, R., & Wei, C. S. (2021). Online Food Delivery (OFD) apps: What do the customers look at? 1797–1803.
Published
2024-06-01
How to Cite
ZAHARUDDIN, Muhamad Zubair; ROZEKHI, Nor Azureen; HUSSIN, Shahril.
Assessing Consumer Intentions for Online Food Delivery in a Post-Coronavirus Pandemic.
International Journal of Business and Technology Management, [S.l.], v. 6, n. 2, p. 1-13, june 2024.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/26881>. Date accessed: 20 mar. 2025.
Section
English Section
