An Investigation Into Individual Factors That Result In Customer Intention To Order Food Online

Abstract

The rapid growth of the internet and mobile technology has significantly transformed the food industry in India, with the emergence of online food ordering services playing a pivotal role in reshaping the way consumer’s access and enjoy their meals. These innovative platforms have not only enhanced the convenience and accessibility of food delivery but have also brought about a shift in consumer preferences and behavior. One of the key driving forces behind the success of online food ordering services in India is the increasing popularity of smart devices and the growing digital literacy among the population. The availability of affordable smart phones and cheap internet data has led to a surge in internet usage. This research aimed to investigate individual or personal factors that affect customer intention to order food online in Lucknow. Unified Theory of Acceptance and Use of Technology (UTAUT) was used to underpin this research. UTAUT has been quite popular among researchers investigating facets related to online food delivery. The study collected data through surveys from 326 users of online food delivery service. Through analysis of the collected data, it was found that individual factors of performance expectancy, effort expectancy and facilitating conditions had an impact on people’s intentions to order food online. Social influence, which is another individual factor, was not found to have any impact. The research contributes by reporting the critical nature of individual factors in the field of online food delivery services.