Consumers’ intentions to use online food delivery systems in the USA

Abstract

Purpose The recent development of online food delivery systems (OFDS) consolidated the restaurant industry’s representation in the electronic distribution landscape. The purpose of this study is to examine consumers’ intentions to use OFDS. Design/methodology/approach A comprehensive structural model was developed based on UTAUT2 and extended the model with three additional constructs: impulse buying tendency, congruity with self-image and mindfulness. Data were collected from 605 US respondents. Confirmatory factor analysis and structural equation modeling were used to test the model. Findings Performance expectancy was the strongest predictor of intentions to use OFDS, followed by congruity with self-image. Low-magnitude predictors included habit and mindfulness, while impulse buying tendency had a negative impact on intentions to use OFDS. Research limitations/implications The study validates a comprehensive yet parsimonious conceptual model that explains consumers’ intentions to use OFDS. The model brings together constructs that capture the essence of the online food ordering tasks and the consumers’ cognitive processes that inform such tasks. Practical implications This study offers substantial practical implications for two types of practitioners: OFDS developers and restaurants and provides a mapping of the factors influencing consumers’ intentions to use OFDS. Originality/value This study provides a first theoretical perspective on consumers’ intentions to use OFDS, which have not been studied so far. Studying such intentions provides insight into consumers’ adoption behaviors, which are critical to the success of OFDS.