An Investigation of Customer Acceptance of Food Delivery Systems

Abstract

This quantitative research study focuses on platform-to-consumer internet-based food delivery systems (FDS), which unlike full-service companies that exclusively serve their own food, enables consumers to compare the multiple providers registered in the platform. Specifically, it aims to identify the factors that may affect the use of FDS. It combines various constructs from well-known theoretical models of technology adoption (TPB, TAM, and UTAUT) with FDS-specific aspects. Age, income, gender, and experience were hypothesized as FDS-use moderators. 400 FDS-experienced Bangkok- and metropolitan-based volunteers participated in this study. Structural equation modeling was used to analyze the theoretical model. The results show that out of the thirteen model variables hypothesized in this study, Relative Advantage influences intention to use the most, followed by Mobility, Complexity, Product Information, Self-Efficacy, Promotion, Facilitating Conditions, Observability, Triality, Compatibility, Social Influence, and Delivery Cost. Among the constructs hypothesized to moderate the model variables, gender was found to moderate Self-Efficacy and Compatibility, experience to moderate Relative Advantage, and income to moderate Complexity. These findings suggest new theoretical model constructions, which could benefit FDS providers, Food suppliers, FDS users, software vendors, and any other FDS stakeholders.