Assessing Customer Behavioural Intention To Participate In Online Food Ordering Systems (S/O 14715)

• Main Author: Nor Azam, Nor Rabiatul Adawiyah
• Format: Monograph
• Language: English
• Published: UUM 2021
• Subjects: HF Commerce
• Online Access: https://repo.uum.edu.my/id/eprint/31590/1/14715.pdf; https://repo.uum.edu.my/id/eprint/31590/

Due to the numerous online food ordering system providers available via the Internet and mobile application, online food ordering (OFO) systems are getting more advanced. The growth of OFO systems can be traced back to the changing nature of urban customers. Customers benefit from OFO systems, enticing individuals to use them in their daily lives. Customers may order meals online and have them delivered rather than purchasing them from a physical location. People from all walks of life may order food with a single click on their smartphones in the information technology (IT) age. It has made many jobs more manageable, especially for customers who are pressed for time due to tight deadlines or excessive traffic, leaving them with little time to go out and buy food. With a total of 219 online questionnaires submitted for data processing, this study seeks to analyse customer behavioural intention to engage in OFO systems in Selangor and Kuala Lumpur. This study shows that convenience motivation, time-saving orientation, privacy and security, and behavioural intention are positively connected. The findings show that the significant sources of impact on behavioural intention are convenience motivation and time-saving orientation. As a result, this research is critical in providing information and facts to food industry players in ascertaining all of the benefits of having an OFO system. It also provides customers in Malaysia with contextual knowledge and a more excellent grasp of online food delivery applications