Antecedents of using the online food delivery subscription services

Abstract

Purpose

This study aims to explicate consumers’ intentions to use online food delivery systems (OFDS) subscription services. The study revisited the unified theory of acceptance and use of technology.

Design/methodology/approach

A typical methodology that involved a confirmatory factor analysis, followed by structural equation modeling, was used to test the hypotheses using a sample of 573 OFDS users from the USA.

Findings

The results revealed that social influence has the most significant impact on consumers’ intentions to use OFDS subscription services, while effort expectancy and perceived security have relatively lower impacts on consumers’ intentions to use OFDS subscription services. In addition, the study revealed the role of compatibility and convenience orientation in shaping consumers’ OFDS system perceptions (e.g. performance and effort expectancy).

Research limitations/implications

The results provide several theoretical and managerial implications and open new avenues for future research. The study advances the literature by validating the set of antecedents of important core perceptions (e.g. performance expectancy and effort expectancy). The study also provides implications for two types of practitioners, such as OFDS and restaurants.

Originality/value

To the best of the authors’ knowledge, this is the first study to examine consumers’ intentions to use OFDS subscription services. This study is also the first to examine key factors influencing consumers’ intentions to use OFDS subscription services.

研究目的

本研究旨在阐明消费者使用在线订餐（OFDS） 订阅服务的意图。该研究重新审视了 Unified Theory of Acceptance and Use of Technology 理论（UTAUT2）。

研究方法

本研究采用典型的量化研究方法, 包括确认性因子分析和结构方程建模, 并使用来自美国的573名OFDS用户的样本来测试假设。

研究发现

结果显示, 社会影响对消费者使用OFDS订阅服务的意图具有最显著的作用, 而努力期望和感知安全对消费者使用OFDS订阅服务的意图影响较小。此外, 研究揭示了兼容性和便利性取向在塑造消费者对OFDS系统感知（例如, 性能和努力期望）方面的作用。

研究局限性/启示

研究结果提供了多方面的理论和管理启示, 并为未来研究开辟了新的途径。本研究通过验证重要核心感知（例如, 性能期望和努力期望）的前因完善了相关文献。另外, 本研究还为OFDS和餐厅等两类从业者提供了重要启示。

独创性/价值

本研究是第一个调查了消费者使用OFDS订阅服务意图的研究, 也是首次研究了影响消费者使用OFDS订阅服务意图的形成因素。

Citation

Sorathia, N.G. and Morosan, C. (2023), "Antecedents of using the online food delivery subscription services", Journal of Hospitality and Tourism Technology, Vol. 14 No. 5, pp. 762-779. https://doi.org/10.1108/JHTT-02-2022-0047