THE RELATIONSHIP BETWEEN CONVENIENCE MOTIVATION, ATTITUDE, AND BEHAVIORAL INTENTION OF FOOD DELIVERY APPLICATIONS' USERS

Abstract

This study aims to analyze the impact of convenience motivation on behavioral intention of food delivery apps' users with the mediating role of attitude. The research object is three major Food Delivery Apps (FDA) in Indonesia namely GoFood, GrabFood, and ShopeeFood. Primary data was collected through online questionnaire to 195 samples of FDA users. Data was then analyzed with path analysis with three hypothesis. Findings show that user first assess the ease of use in operating FDA above anything else, in which driving in adopting FDA, as well as emerging the intention to purchase food through FDA. However, attitude was found mediate the relationship between convenience motivation and user's behavioral intention. The impact of convenience motivation on behavioral intention of FDA users is mediated by attitude. It means that users' intention to order food through FDA at first emerges because there is a positive attitude, where that attitude is formed when users feel that using FDA is easy. FDA are expected to prioritize ease of use from the application from its design, writing style, symbol, map, and process sequences. Small food enterprises might consider placing their products in existing FDA as consumer prefer to order from the application that familiar with.