A Review Study on Influential Factors towards Online Food Delivery Services Adoption

Abstract

Advent of technology and internet has redefined the process of acquiring food that has contributed to the popularity of online food delivery services exerting profound changes in the lives of people. Consumers now can purchase their favourite food instantly with instant e-billing and fast delivery at their doorstep. Owing to which Indian food-tech market has made presence in more than 500 cities and estimated to cross $21.41 billion by 2026. The expansion of such services often leads to a question as to what are the factors which influence the consumers to adopt online food delivery services. To answer this question, this paper reports the findings of descriptive study to get insights about the concept of online food ordering and delivery services and to identify which factors are influencing the consumers to order food online. This is a review paper which is based on descriptive study and data is sourced from articles, journals, news etc. It has been found from the literature that the factors behind its adoption and popularity are convenience, doorstep delivery, reduced time & efforts, plethora of options, changing lifestyle and demographics, better promotional offers, ease of payment, presence on social media, effective customer relationship management.