Factors Affecting Customers' Perceptions and Firms' Decisions Concerning Online Fast Food Ordering

This study aims to research issues such as e-commerce potentials in the fast food industries, the acceptance of e-commerce alternatives by the consumers and the collaboration between businesses and customers. The purpose of this paper is to examine firstly the industries' use of electronic ordering and their experiences on the deployment of e-commerce technologies. Secondly, the current study investigates consumers' views about and factors affecting the use of those distribution channels. The paper's aim is accomplished through an empirical investigation of a sample of 767 students, examining buyers' attitudes and perception levels towards online fast food ordering and 260 Greek fast food firms, examining their use of electronic ordering and their experiences. Cluster analysis was first employed for profiling online users in Greece and for grouping the firms based on their characteristics. Secondly, factor analysis was utilized in order to examine the critical factors affecting students' decision towards online fast food ordering and to examine the factors influences industries' use of electronic ordering. The findings indicate that Greek consumers seem to pay more attention in cost issues and in special offers and Greek firms are more interested in their reputation and the appeal online orders have on their customers.