Factors that Influence the Attitude and Behavioral Intention of Indonesian Users toward Online Food Delivery Service by the Go-Food Application

Abstract

The internet as one of the medias that grows fast in Indonesia makes the people of Indonesia have a tendency to do various activities through internet facilities and other supporting applications. Some Indonesians prefer to use an online shop because it provides better convenience motivation and economic value than traditional shopping. This also occurs in the food and beverage sector, which encourages the emergence of online food delivery services or OFD services. This study aims to examine the influence of convenience motivation and post-usage usefulness as well as several other factors toward Attitudes by Online Food Delivery service (AOFDs) and Behavioral Intention by Online Food Delivery service (BIOFDs), with the case study of mobile application service Go-Food's users. The sample of this study is the Go-Food service users in various regions in Indonesia, which is supported by the Go-Food service area. The result of this study shows that the attitude and behavioral intention toward the Go-Food application (app) is determined by the usefulness perception, while its usefulness is influenced by external factors such as hedonic motivations and time-saving orientation.

Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation

“…Customer perceptions toward OFDS can be measured by how much money they can save by using it. The more money a customer saves, or the lower the price that the customers pays, the more the customer tends to perceive that a related service is convenient to use [9]. Interestingly, SEM revealed that price has the second-largest effect after HM on the model framework.…”

“…Instead, customers make a purchase in order to fulfill a pleasure, and it is heavily influenced by the surroundings in which the user is in. Moreover, HM strongly affects emotional arousal, which triggers customers to make a purchase [9]. The respondents mostly felt that they utilized OFDS, not only for fulfilling the basic needs, but also as an enjoyable platform for buying food for someone else.…”

“…However, HM does not only influence the user to use OFDS, but also information quality (IQ). IQ can be described as the extension of a system that provides the user with useful and relevant information in a speedy and accurate manner [9]. The SEM indicated that IQ had a significant direct effect on ITU (β = 0.17, p = 0.042).…”

“…Yeo et al [8] analyzed convenience motivation, price, and time-saving orientation, as well as hedonic motivation towards OFDS. In addition, Prabowo and Nugroho [9] discussed prior online purchase experiences as determining factors that influence attitude and behavioral intentions to OFDS. Furthermore, Gunden et al [10] explained habitual factors that influence one's intentions to use OFDS.…”

“…Furthermore, Yeo et al [8] utilized theory of planned behavior to analyze factors (hedonic motivation, prior online purchase, time saving orientation, and price saving orientation) influencing convenience motivation and post usage usefulness to determine attitude and behavioral intention towards OFDS apps. Despite the availability of existing studies about customer satisfaction and loyalty towards OFDS apps [4,[8][9][10]12], there is a significant lack of research on addressing OFDS during the COVID-19 pandemic in Indonesia. It is important for further application of TPB to be implemented in the context of OFDS during the COVID-19 pandemic in Indonesia.…”