Antecedents of using the online food delivery subscription services

Abstract

Purpose This study aims to explicate consumers’ intentions to use online food delivery systems (OFDS) subscription services. The study revisited the unified theory of acceptance and use of technology. Design/methodology/approach A typical methodology that involved a confirmatory factor analysis, followed by structural equation modeling, was used to test the hypotheses using a sample of 573 OFDS users from the USA. Findings The results revealed that social influence has the most significant impact on consumers’ intentions to use OFDS subscription services, while effort expectancy and perceived security have relatively lower impacts on consumers’ intentions to use OFDS subscription services. In addition, the study revealed the role of compatibility and convenience orientation in shaping consumers’ OFDS system perceptions (e.g. performance and effort expectancy). Research limitations/implications The results provide several theoretical and managerial implications and open new avenues for future research. The study advances the literature by validating the set of antecedents of important core perceptions (e.g. performance expectancy and effort expectancy). The study also provides implications for two types of practitioners, such as OFDS and restaurants. Originality/value To the best of the authors’ knowledge, this is the first study to examine consumers’ intentions to use OFDS subscription services. This study is also the first to examine key factors influencing consumers’ intentions to use OFDS subscription services.