IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v73y2023ics0969698923000760.html
   My bibliography  Save this article

Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan

Author

Listed:
  • Tsai, Pei-Hsuan
  • Chen, Chih-Jou
  • Hsiao, Wei-Hung
  • Lin, Chin-Tsai

Abstract

Understanding consumer preferences is crucial in helping online food delivery services (OFDS) increase operating revenue and competitiveness while achieving sustainable development. Prior studies on OFDS employed qualitative research and methods for statistical analysis, but few researchers have discussed the importance of the primary factors influencing consumers' selection and intention of OFDS from multiple-attribute decision-making (MADM) perspective. Based on a consumer's perspective, the MADM techniques were utilised in this study to build an assessment model for consumers' selection of OFDS. First, to determine the relative weight of each evaluation criterion and dimension, the analytic hierarchy process (AHP) was utilised. Subsequently, the complex proportional assessment of alternatives (COPRAS) was utilised to analyse the feasible solutions. Lastly, the modified VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) was employed to discuss the performance gap between each evaluation dimension and criterion. The three methods helped identify the primary evaluation criteria and determine the rankings of feasible solutions and related performance gaps. The methods were used to conduct an empirical analysis of the data. Several conclusions and suggestions have been provided based on the findings. The findings are anticipated to serve as a reference for OFDS operators to learn from, allowing them to better understand consumers' demands and provide better service. Finally, theoretical and managerial implications are explored.

Suggested Citation

  • Tsai, Pei-Hsuan & Chen, Chih-Jou & Hsiao, Wei-Hung & Lin, Chin-Tsai, 2023. "Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    • Handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000760
    DOI: 10.1016/j.jretconser.2023.103329
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923000760
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103329?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Li, Wenhua & Yu, Suihuai & Pei, Huining & Zhao, Chuan & Tian, Baozhen, 2017. "A hybrid approach based on fuzzy AHP and 2-tuple fuzzy linguistic method for evaluation in-flight service quality," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 49-64.
    2. Shankar, Amit & Rishi, Bikramjit, 2020. "Convenience matter in mobile banking adoption intention?," Australasian marketing journal, Elsevier, vol. 28(4), pages 273-285.
    3. Abbas Mardani & Ahmad Jusoh & Khalil MD Nor & Zainab Khalifah & Norhayati Zakwan & Alireza Valipour, 2015. "Multiple criteria decision-making techniques and their applications – a review of the literature from 2000 to 2014," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 28(1), pages 516-571, January.
    4. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    5. Ebru Turanoglu Bekar & Mehmet Cakmakci & Cengiz Kahraman, 2016. "Fuzzy COPRAS method for performance measurement in total productive maintenance: a comparative analysis," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 17(5), pages 663-684, September.
    6. Itani, Omar S. & Jaramillo, Fernando & Paesbrugghe, Bert, 2020. "Between a rock and a hard place: Seizing the opportunity of demanding customers by means of frontline service behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    7. Montazeri, Samaneh & Tamaddoni, Ali & Stakhovych, Stanislav & Ewing, Michael, 2021. "Empirical decomposition of customer responses to discount coupons in online FMCG retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Huang, Hsien-Long, 2023. "Challenges for contactless online food delivery services during the COVID-19 pandemic in Taiwan: Moderating effects of perceived government response," Evaluation and Program Planning, Elsevier, vol. 97(C).
    9. Ishizaka, Alessio & Siraj, Sajid, 2018. "Are multi-criteria decision-making tools useful? An experimental comparative study of three methods," European Journal of Operational Research, Elsevier, vol. 264(2), pages 462-471.
    10. Li, Xiong & Zhao, Xiaodong & Xu, Wangtu (Ato) & Pu, Wei, 2020. "Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Somsuk, Nisakorn & Laosirihongthong, Tritos, 2014. "A fuzzy AHP to prioritize enabling factors for strategic management of university business incubators: Resource-based view," Technological Forecasting and Social Change, Elsevier, vol. 85(C), pages 198-210.
    12. Kwak, N. K. & Lee, Chang Won & Kim, Ji Hee, 2005. "An MCDM model for media selection in the dual consumer/industrial market," European Journal of Operational Research, Elsevier, vol. 166(1), pages 255-265, October.
    13. Sherry, John F, Jr, 1990. "A Sociocultural Analysis of a Midwestern American Flea Market," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 13-30, June.
    14. Tapio Niemi & Ari-Pekka Hameri & Petro Kolesnyk & Patrik Appelqvist, 2020. "What is the value of delivering on time?," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 17(4), pages 473-503, June.
    15. Qing, Tang & Haiying, Du, 2021. "How to achieve consumer continuance intention toward branded apps—from the consumer–brand engagement perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    16. Jiang, Yuqing & Liu, Fan & Lim, Andrew, 2021. "Digital coupon promotion and platform selection in the presence of delivery effort," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    17. Lee, Junho & Kim, Ikjun & Kim, Hyomin & Kang, Juyoung, 2021. "SWOT-AHP analysis of the Korean satellite and space industry: Strategy recommendations for development," Technological Forecasting and Social Change, Elsevier, vol. 164(C).
    18. Kumar, Sushant & Jain, Aarushi & Hsieh, Jung-Kuei, 2021. "Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    20. Shaikh, Aijaz A. & Alharthi, Majed D. & Alamoudi, Hawazen O., 2020. "Examining key drivers of consumer experience with (non-financial) digital services—An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    21. Correa, Juan C. & Garzón, Wilmer & Brooker, Phillip & Sakarkar, Gopal & Carranza, Steven A. & Yunado, Leidy & Rincón, Alejandro, 2019. "Evaluation of collaborative consumption of food delivery services through web mining techniques," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 45-50.
    22. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    23. Kumar, Sushant & Shah, Arunima, 2021. "Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    24. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    25. Kapoor, Anuj Pal & Vij, Madhu, 2018. "Technology at the dinner table: Ordering food online through mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 342-351.
    26. Dhiman, Harsh S. & Deb, Dipankar, 2020. "Fuzzy TOPSIS and fuzzy COPRAS based multi-criteria decision making for hybrid wind farms," Energy, Elsevier, vol. 202(C).
    27. Tapio Niemi & Ari-Pekka Hameri & Petro Kolesnyk & Patrik Appelqvist, 2020. "What is the value of delivering on time?," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 17(4), pages 473-503, June.
    28. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    29. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    30. Büyüközkan, Gülçin & Havle, Celal Alpay & Feyzioğlu, Orhan, 2020. "A new digital service quality model and its strategic analysis in aviation industry using interval-valued intuitionistic fuzzy AHP," Journal of Air Transport Management, Elsevier, vol. 86(C).
    31. Sheehan, Daniel & Hardesty, David M. & Ziegler, Alexander H. & Chen, Haipeng (Allan), 2019. "Consumer reactions to price discounts across online shopping experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 129-138.
    32. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
    33. Jagannath Roy & Haresh Kumar Sharma & Samarjit Kar & Edmundas Kazimieras Zavadskas & Jonas Saparauskas, 2019. "An extended COPRAS model for multi-criteria decision-making problems and its application in web-based hotel evaluation and selection," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 32(1), pages 219-253, January.
    34. Keshavarz Ghorabaee, Mehdi & Amiri, Maghsoud & Zavadskas, Edmundas Kazimieras & Turskis, Zenonas & Antucheviciene, Jurgita, 2017. "A new hybrid simulation-based assignment approach for evaluating airlines with multiple service quality criteria," Journal of Air Transport Management, Elsevier, vol. 63(C), pages 45-60.
    35. Yeo, Sook Fern & Tan, Cheng Ling & Teo, Shen Long & Tan, Kim Hua, 2021. "The role of food apps servitization on repurchase intention: A study of FoodPanda," International Journal of Production Economics, Elsevier, vol. 234(C).
    36. Richard, Marie-Odile & Habibi, Mohammad Reza, 2016. "Advanced modeling of online consumer behavior: The moderating roles of hedonism and culture," Journal of Business Research, Elsevier, vol. 69(3), pages 1103-1119.
    37. Büyüközkan, Gülçin & Havle, Celal Alpay & Feyzioğlu, Orhan, 2021. "An integrated SWOT based fuzzy AHP and fuzzy MARCOS methodology for digital transformation strategy analysis in airline industry," Journal of Air Transport Management, Elsevier, vol. 97(C).
    38. Tsai, Pei-Hsuan & Tang, Jia-Wei & Chen, Chih-Jou, 2022. "Partnerships that go places: How to successfully market products from vendor partners at retail stores from the vendors’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    39. Narayanamoorthy, Samayan & Ramya, L. & Kalaiselvan, Samayan & Kureethara, Joseph Varghese & Kang, Daekook, 2021. "Use of DEMATEL and COPRAS method to select best alternative fuel for control of impact of greenhouse gas emissions," Socio-Economic Planning Sciences, Elsevier, vol. 76(C).
    40. Calabrese, Armando & Costa, Roberta & Levialdi, Nathan & Menichini, Tamara, 2019. "Integrating sustainability into strategic decision-making: A fuzzy AHP method for the selection of relevant sustainability issues," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 155-168.
    41. He, Zhou & Han, Guanghua & Cheng, T.C.E. & Fan, Bo & Dong, Jichang, 2019. "Evolutionary food quality and location strategies for restaurants in competitive online-to-offline food ordering and delivery markets: An agent-based approach," International Journal of Production Economics, Elsevier, vol. 215(C), pages 61-72.
    42. Lin, Sheng-Hau & Zhang, Hejie & Li, Jia-Hsuan & Ye, Cheng-Zhou & Hsieh, Jing-Chzi, 2022. "Evaluating smart office buildings from a sustainability perspective: A model of hybrid multi-attribute decision-making," Technology in Society, Elsevier, vol. 68(C).
    43. Alalwan, Ali Abdallah, 2020. "Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse," International Journal of Information Management, Elsevier, vol. 50(C), pages 28-44.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shehawy, Yasser Moustafa & Agag, Gomaa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Brown, Abraham & Labben, Thouraya Gherissi & Abdelmoety, Ziad H., 2024. "Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    2. Jo, Hanseul & Shin, Jungwoo, 2024. "Evidence-based equilibrium analysis of two-sided market in food delivery industry," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Tsai, Pei-Hsuan & Kao, Ya-Ling & Tang, Jia-Wei, 2023. "Key factors influencing mass willingness to use CESPs under green concept: ECOCO smart recyclers as a case study," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    4. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Ma, Bohao & Wong, Yiik Diew & Teo, Chee-Chong & Wang, Ziyan, 2024. "Enhance understandings of Online Food Delivery's service quality with online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shah, Adnan Muhammad & Abbasi, Amir Zaib & Yan, Xiangbin, 2023. "Do online peer reviews stimulate diners’ continued log-in behavior: Investigating the role of emotions in the O2O meal delivery apps context," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    2. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Dogra, Nikhil & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh & Paul, Justin, 2023. "Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Burlea-Schiopoiu, Adriana & Puiu, Silvia & Dinu, Adina, 2022. "The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).
    5. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    6. Das, Manoj & Ramalingam, Mahesh, 2022. "What drives product involvement and satisfaction with OFDs amid COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Shankar, Amit & Dhir, Amandeep & Talwar, Shalini & Islam, Nazrul & Sharma, Piyush, 2022. "Balancing food waste and sustainability goals in online food delivery: Towards a comprehensive conceptual framework," Technovation, Elsevier, vol. 117(C).
    8. Tsai, Pei-Hsuan & Kao, Ya-Ling & Tang, Jia-Wei, 2023. "Key factors influencing mass willingness to use CESPs under green concept: ECOCO smart recyclers as a case study," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    9. Tsai, Pei-Hsuan & Tang, Jia-Wei, 2023. "Consumers' switching intention towards E-commerce platforms’ store-to-store pickup services: The application of the extended PPM model," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Ilić, Damir & Milošević, Isidora & Ilić-Kosanović, Tatjana, 2022. "Application of Unmanned Aircraft Systems for smart city transformation: Case study Belgrade," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    11. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    12. Meena, Purushottam & Kumar, Gopal, 2022. "Online food delivery companies' performance and consumers expectations during Covid-19: An investigation using machine learning approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    13. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    14. Shahzad, Khuram & Zhang, Qingyu & Zafar, Abaid Ullah & Ashfaq, Muhammad & Rehman, Shafique Ur, 2023. "The role of blockchain-enabled traceability, task technology fit, and user self-efficacy in mobile food delivery applications," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    15. Fan Cheong & Rob Law, 2022. "Will Macau’s Restaurants Survive or Thrive after Entering the O2O Food Delivery Platform in the COVID-19 Pandemic?," IJERPH, MDPI, vol. 19(9), pages 1-19, April.
    16. Lu, Hsiao-Han & Chen, Ching-Fu & Tai, Yi-Wen, 2024. "Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    17. Akram, Umair & Junaid, Muhammad & Zafar, Abaid Ullah & Li, Zhiwen & Fan, Mingyue, 2021. "Online purchase intention in Chinese social commerce platforms: Being emotional or rational?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Tsai, Pei-Hsuan & Wang, Ying-Wei & Chang, Wen-Chang, 2023. "Hybrid MADM-based study of key risk factors in house-for-pension reverse mortgage lending in Taiwan's banking industry," Socio-Economic Planning Sciences, Elsevier, vol. 86(C).
    19. Calabrese, Armando & Costa, Roberta & Levialdi, Nathan & Menichini, Tamara, 2019. "Integrating sustainability into strategic decision-making: A fuzzy AHP method for the selection of relevant sustainability issues," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 155-168.
    20. Zhang, Yiyue & Ha, Hong-Youl, 2024. "The evolution of consumer restaurant selection: Changes in restaurant and food delivery application attributes over time," Journal of Business Research, Elsevier, vol. 170(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000760. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.