Consumers’ Motivational Factors on The Use of Online Food-Delivery Apps in Malaysia

Abstract

Online Food-Delivery (OFD) Apps are online platforms that provide food-and-beverage businesses between food-service operators and consumers. The digital environment has advocated the ever-increasing use of smartphones and the Internet, as well as changes in lifestyle, which leads to the booming of food-delivery businesses. However, there are a moderately limited number of studies that have offered a profound understanding on consumers' perspectives on the use of the online food-delivery apps in Malaysia. With that notion, the primary purpose of this study is to determine the factors that motivate consumers to use the online food-delivery apps in Malaysia. The survey has been distributed among respondents through several online platforms, such as WhatsApp, e-mail, and social media. The results unveil several pieces of important information related to the Malaysians' OFD use frequency, which are the fact that Foodpanda is their highly preferable app, dinner is the ultimate mealtime for delivery, and online transactions are the most opted mode of payment for Malaysian consumers. Furthermore, the use of the OFD apps has also been motivated by the ease-of-use (EOU) factor and trust (T) factor. Hence, despite of all the problems encountered when using online food-delivery apps, the study shows that there are numerous amounts of consumers who have perceived that these apps are beneficial for their desirable purposes.