Consumers’ intentions to use online food delivery systems in the USA
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 10 April 2020
Issue publication date: 23 April 2020
Abstract
Purpose
The recent development of online food delivery systems (OFDS) consolidated the restaurant industry’s representation in the electronic distribution landscape. The purpose of this study is to examine consumers’ intentions to use OFDS.
Design/methodology/approach
A comprehensive structural model was developed based on UTAUT2 and extended the model with three additional constructs: impulse buying tendency, congruity with self-image and mindfulness. Data were collected from 605 US respondents. Confirmatory factor analysis and structural equation modeling were used to test the model.
Findings
Performance expectancy was the strongest predictor of intentions to use OFDS, followed by congruity with self-image. Low-magnitude predictors included habit and mindfulness, while impulse buying tendency had a negative impact on intentions to use OFDS.
Research limitations/implications
The study validates a comprehensive yet parsimonious conceptual model that explains consumers’ intentions to use OFDS. The model brings together constructs that capture the essence of the online food ordering tasks and the consumers’ cognitive processes that inform such tasks.
Practical implications
This study offers substantial practical implications for two types of practitioners: OFDS developers and restaurants and provides a mapping of the factors influencing consumers’ intentions to use OFDS.
Originality/value
This study provides a first theoretical perspective on consumers’ intentions to use OFDS, which have not been studied so far. Studying such intentions provides insight into consumers’ adoption behaviors, which are critical to the success of OFDS.
Keywords
Acknowledgements
This research has been conducted with the support of Hospitality Financial and Technology Professionals (HFTP).
Citation
Gunden, N., Morosan, C. and DeFranco, A. (2020), "Consumers’ intentions to use online food delivery systems in the USA", International Journal of Contemporary Hospitality Management, Vol. 32 No. 3, pp. 1325-1345. https://doi.org/10.1108/IJCHM-06-2019-0595
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited