Determinants of Consumers’ Purchase Behaviour Towards Online Food Delivery Ordering (OFDO)

Abstract

Nowadays, customers globally are turning to online shopping for almost everything, which is considered a new norm expected to remain indefinitely. Although online food delivery ,has become a trend, several issues hinder customers from purchasing food online, such as poor customer reviews, trust issues, low food quality, poor packaging, delay in delivery, and risk associated with personal data. Thus, this study aims to identify the effect of reference groups, positive online comments, perceived risks, perceived benefits, and food safety consciousness of online food delivery ordering (OFDO) adoption. The convenience sampling technique was used to collect data from Malaysian consumers. The questionnaire survey data was collected from 288 respondents using the structural equation modelling-partial least squares (SEM-PLS) method. This study shows that reference groups, positive online comments, perceived benefits, and food safety consciousness positively affect the purchase behaviour of online food delivery services. Among all factors, the perceived benefit of online food delivery ordering (OFDO) has the largest effect on consumer behaviour (f2=0.273). Customers prefer using OFDO due to the application’s user-friendly interface, variety of choices, ease of ordering from anywhere and anytime, better discounts, rewards, and cashback.

A Deep Dive Analysis of Online Food Delivery with A 6 PS of the Digital Marketing Mix-Based Framework

“…There are currently two main types of providers: large chain restaurants, such as McDonalds, Pizza Hut, KFC or Domino's Pizza; and independent third-party intermediaries like Foodpanda, Grab, and LINE MAN. (Ali et al, 2020;Shafiee, & Wahab, 2021;Ambad et al, 2022) The food delivery business in Thailand was established a long time ago, and since 2000, has evolved in three phases. (SCB Economic Intelligence Center, 2021)Food delivery 1.0, referred to as the "marketplace era" (2000)(2001)(2002)(2003)(2004)(2005)(2006)(2007)(2008)(2009), involved food delivery providers serving in the role of middleman between food vendors and deliverers.…”

“…Most previous studies regarding online food delivery address: (1) factors driving adoptions, intentions and choices among online delivery platform (Ali et al, 2020;Shafiee & Wahab, 2021;Shah et al, 2021;Sobika & Raj, 2021;Wen et al, 2021;Kasim & Rosli, 2022;Park, 2022;Ambad et al, 2022); (2) consumer attitudes toward and satisfaction with performance and optimization of food delivery applications (Macias-Rendon et al, 2021;McCain et al, 2021;Gardan et al, 2021;Sungboonlue et al, 2022;Rowland, 2022;Michalikova et al, 2022); (3) the online food delivery landscape (Senthil et al, 2020;Keeble et al, 2021) However, a holistic analysis of online food delivery within the digital marketing perspective remains unaddressed. Hence, the aim of this article is to fill this gap by presenting key digital marketing perspectives of prominent online food delivery platforms in Thailand by leveraging the 6 Ps of the digital marketing mix.…”

A Deep Dive Analysis of Online Food Delivery With 6 Ps of The Digital Marketing Mix-Based Framework

“…There are currently two main types of providers: large chain restaurants, such as McDonalds, Pizza Hut, KFC or Domino's Pizza; and independent third-party intermediaries like Foodpanda, Grab, and LINE MAN. (Ali et al, 2020;Shafiee, & Wahab, 2021;Ambad et al, 2022) The food delivery business in Thailand was established a long time ago, and since 2000, has evolved in three phases. (SCB Economic Intelligence Center, 2021) Food delivery 1.0, referred to as the "marketplace era" (2000)(2001)(2002)(2003)(2004)(2005)(2006)(2007)(2008)(2009), involved food delivery providers serving in the role of middleman between food vendors and deliverers.…”

“…The food delivery platforms themselves also strived to upgrade service quality by adding more varieties of food choices, vendors, and number of delivery personnel. (SCB Economic Intelligence Center, 2021) Most previous studies regarding online food delivery address: (1) factors driving adoptions, intentions and choices among online delivery platform (Ali et al, 2020;Shafiee & Wahab, 2021;Shah et al, 2021;Sobika & Raj, 2021;Wen et al, 2021;Kasim & Rosli, 2022;Park, 2022;Ambad et al, 2022); (2) consumer attitudes toward and satisfaction with performance and optimization of food delivery applications (Macias-Rendon et al, 2021;McCain et al, 2021;Gardan et al, 2021;Sungboonlue et al, 2022;Rowland, 2022;Michalikova et al, 2022); (3) the online food delivery landscape (Senthil et al, 2020;Keeble et al, 2021) However, a holistic analysis of online food delivery within the digital marketing perspective remains unaddressed.…”