Determinants of Customer Attitude and Behavioral Intention for Online Food Delivery: A Study from Karachi

Abstract

Technology diffusion and COVID-19 pandemic have changed consumers’ attitudes toward online food purchasing. At the same time, the fast food sector has also transformed to attract and retain online food customers. Thus this study, by extending TRA and TAM model, investigates the impact of “perceived usefulness, online trust, time-saving orientation, purchase orientation” on attitudes toward online food purchase intention. It also examines the impact of attitudes and purchase intention and the mediating role of attitudes. Based on the data set of the five leading universities of Karachi, the study found that “perceived usefulness, perceived ease of use, time[1]saving orientation, and perceived saving orientation” significantly affect attitudes toward online food purchasing. The study also found a significant association between attitudes and online food purchase intention. However, we did not find any support for the association between trust and online purchase intention. Our study supported all the mediating effects except the mediating effect of attitudes on trust and online food purchase intention.