۱- Introduction

۲- Theoretical background and hypotheses development

۳- Research method and data analysis

۴- Discussion and conclusion

References

Abstract

Prior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services. The purpose of this study is to examine the structural relationship between convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time saving orientation, prior online purchase experience, consumer attitude and behavioral intention towards OFD services. The study proposes an integrative theoretical research model based on the Contingency Framework and Extended Model of IT Continuance. 224 valid questionnaires were collected to empirically test the research model using the partial least square (PLS) path modeling approach. The results imply that the proposed hypotheses were supported, except for the relationship between prior online purchase experience and post-usage usefulness. Practical implications and limitations are discussed.

Introduction

E-commerce has surpassed its traditional definition (Jones, 2013). Consumers prefer E-commerce platforms as a shopping medium because they can shop at the comfort of their own homes and at the leisure of their own time (Jiang et al., 2013; Rezaei et al., 2016c). The explosive growth of the Internet has influenced online retailing and Ecommerce development in general (Bressolles et al., 2014; Burt and Sparks, 2003; Faqih and Jaradat, 2015; Nilashi et al., 2015; Towers and Xu, 2016). Development of online retailing means a virtually unlimited choice of products and services such that the consumer benefits from product customization, real time interactive communication and fast delivery. The food industry is a saturated market, though, retailers have begun providing additional online services to remain competitive. However, prior research has mostly examined consumer attitudes toward online services/retailing in general and a few researchers have addressed consumer experiences with online food delivery (OFD) services. According to Spykerman (2013), Malaysia has an Internet penetration rate of 67%. Although the number of users is lower than China, the percentage is higher, which shows that Malaysians in general are more assertive in e-commerce. In China alone, there are over 420 million Internet users, of which 87.88 million users are online shoppers (CNNIC, 2010). According to Euromonitor (2015), the 100% home delivery market in Malaysia has a value of RM253 million in 2014, and is expected to continue growth at 11% per annum. This is especially evident in the fast food segment that provides delivery to homes. One of the major players, Kentucky Fried Chicken (KFC) started delivery services in Malaysia in 2012 to further enhance their service quality. However, smaller food retailers are also strident to provide these delivery services with the help of food delivery intermediaries. As for online food ordering, Kimes (2011) found that 44% of adults in the US have ordered food online and 23% of large food chains provide delivery services. There are two types of retailers that provide food delivery services. The first are retailers themselves. This category is largely comprised of fast food chains such as Pizza Hut, McDonalds, Domino’s Pizza, Kentucky Fried Chicken and so on. The second category is comprised of multiple restaurant intermediaries that provide delivery services for a large range of restaurants. Examples include Food Panda, Room Service, GrubHub, Eat24hours.com, Just-eat.com, Delivery.com and more.