Exploring the meteoric rise of online food ordering apps (OFOAs): the moderating role of visibility

Abstract

Purpose

Online food ordering apps (OFOAs) have become increasingly popular, and consumers have widely recognized their benefits, particularly during pandemics or lockdowns. Despite the growing popularity of OFOAs, little is known about technology acceptance theories and their impact on purchase intention. The current study proposes the amalgamation of three theories to bridge this gap, better explaining customer behaviour toward OFOAs.

Design/methodology/approach

To create a model, the researcher applied technology acceptance theories, visibility and purchase intention. To obtain results, the researcher used structural equation modelling (SEM) and moderation analysis on 432 responses obtained through a questionnaire.

Findings

According to the research, all constructs were found to have a favourable and significant impact on the intention to use OFOAs, except compatibility. The moderating effect of visibility on intent to purchase is shown in the study. The study's findings add to the knowledge of consumer behaviour and practice.

Research limitations/implications

This work sheds light on technology acceptance theories that ensure that OFOA platforms are used indefinitely. Furthermore, the significance of visibility as a mediator of purchase intention provides a deep insight into customer behaviour.

Originality/value

This model, which combines technology acceptance theories' original constructs with visibility to moderate purchase intention on OFOA platforms, is the first of its type in the current literature. Furthermore, this theoretical progress paves the way for future research.

Citation

Chakraborty, D. (2022), "Exploring the meteoric rise of online food ordering apps (OFOAs): the moderating role of visibility", British Food Journal, Vol. 124 No. 11, pp. 3871-3887. https://doi.org/10.1108/BFJ-08-2021-0906