Factors influencing consumers' attitude and repurchase intention towards Online Food Delivery (OFD) services in Indonesia

Abstract

Online Food Delivery (OFD) services transaction in Indonesia has been growing rapidly and become more popular compared to the pre-COVID-19 pandemic situation. Considering this issue, this study aims to empirically investigate consumers’ attitude and repurchase intention towards OFD services in Indonesia by employing the technology acceptance model (TAM), a theory of planned behavior (TPB), and partial adoption of the extended information technology continu- ance model (ITCM). The study examined the structural relationship between hedonic motivation, price saving orientation, time saving orientation, prior online purchase experience, information fit-to-task, visual appeal, convenience motivation, postusage usefulness, attitude towards OFD services, and repurchase intention towards OFD services. There were 207 questionnaires collected to test the research model using structural equation modeling (SEM). It was found that eight of the sixteen proposed hypotheses were accepted. In addition, this study discusses its practical implication, limitation, and suggestion. 1