Factors that Influence the Attitude and Behavioral Intention of Indonesian Users toward Online Food Delivery Service by the Go-Food Application

Abstract

The internet as one of the medias that grows fast in Indonesia makes the people of Indonesia have a tendency to do various activities through internet facilities and other supporting applications. Some Indonesians prefer to use an online shop because it provides better convenience motivation and economic value than traditional shopping. This also occurs in the food and beverage sector, which encourages the emergence of online food delivery services or OFD services. This study aims to examine the influence of convenience motivation and post-usage usefulness as well as several other factors toward Attitudes by Online Food Delivery service (AOFDs) and Behavioral Intention by Online Food Delivery service (BIOFDs), with the case study of mobile application service Go–Food’s users. The sample of this study is the Go–Food service users in various regions in Indonesia, which is supported by the Go–Food service area. The result of this study shows that the attitude and behavioral intention toward the Go–Food application (app) is determined by the usefulness perception, while its usefulness is influenced by external factors such as hedonic motivations and time-saving orientation.