Consumers' Motives and Intentions to Use Third-Party Food Delivery Services: Understanding the Role of Technology Anxiety

Document Type : Original Article

Authors

1 Associate professor at Hotel Studies Department, faculty of Tourism and Hotels Alexandria University, Alexandria, Egypt

2 a researcher at Hotel Studies Department, Faculty of Tourism and Hotels, Alexandria University

Abstract

The food service sector is always coming up with new ideas to keep up with these demands and remain competitive. The emergence of third-party delivery services in the restaurant industry has offered a practical way to enhance delivery capabilities and expand the customer base. Thus, the purpose of the current study is to evaluate the factors motivating customers on placing meal orders using third-party food delivery service. Convenience sampling was employed to gather customer responses from online surveys.
The findings demonstrated that four factors—perceived ease of use, perceived usefulness habit, and trust—have an impact on customers' inclinations to use third-party food delivery service. It was also shown that consumers' perceptions of usefulness depended on convenience of service and the variety of food choices offered. Furthermore, it was proved that customers' anxiety about technology had an impact on the relationships between their behavioral intentions and their perceptions of its ease of use or usefulness. The research provides suggestions on how restaurants and third-party food delivery service providers could work together and alter meal delivery service to satisfy both the customer's wants and their own objectives.

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