Drivers of online food delivery orientation

Abstract

The aim of this study is to validate the effects of three selected major drivers; namely technological, marketing, and behavioral on online food delivery orientation. A conceptual framework is developed based on the three selected major drivers from the previous studies. To achieve the study objective, a quantitative method, a cross-sectional survey of the users of online food delivery applications, was used and one-hundred and fifty four questionnaires were gathered and analyzed via IBM SPSS and AMOS software. The finding revealed that the model was valid and technological, marketing, and behavioral drivers were found to positively predict online food delivery orientation. Based on the study results, several recommendations were suggested in this study to improve the food delivery.