Factors Influencing Customer Decisions to Use Online Food Delivery Service during the COVID-19 Pandemic

Abstract

Despite the popularity of online food delivery systems in the foodservice industry, there have been few studies into customers’ decision-making process to use online food delivery services during the Coronavirus disease (COVID-19) pandemic. This study applied the technology acceptance model (TAM) to examine the factors affecting customers’ intention to use online food delivery services. Results showed (a) the perceived usefulness affects customer’s online food delivery usage directly and indirectly through customer attitude; (b) enjoyment and trust are also key factors determining behavior intention toward customer attitude using online food delivery services; (c) positive relationship between social influence and customer attitude; and (d) a positive relationship between customer attitude and behavior intention in the online food delivery service context. These findings provide theoretical and managerial implications that contribute to the online food delivery service industry.