Investigating the Effect of Online Service Delivery on Purchasing Intention: Experience from Food Shoppers in Mogadishu, Somalia

Abstract

This study aims to investigate the impact of online service delivery on the purchasing intention of food buyers using the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to provide a more robust understanding of online food purchase intention. A total of 416 questionnaires were obtained from consumers who had experience with online food delivery services in Mogadishu, Somalia. A partial least square (PLS) path modelling approach was used to analyze the collected data. The study result revealed that Attitude, Subjective Norms, Perceived Control, and Perceived Ease of Purchase substantially impact the purchasing intention of food buyers in Mogadishu, Somalia. However, the findings did not support the hypotheses about Perceived Usefulness and Personal Awareness. This study contributes to the existing literature by examining the TPB and TAM theories in relation to the intention to purchase food online. The study also encourages further research to gain deeper insights and explore additional variables that might shape purchasing intention in this context, including political stability and technology infrastructure.