How Customers Decide: Unveiling the Drivers of Customers’ Online Purchase Behavior on Online Food Delivery Apps

Mohamad Haziq Izzuddin Baharin, Muhammad Izzat Zulkifly, Zurena Shahril and Mohd Aliff Abdul Majid
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Mohamad Haziq Izzuddin Baharin: Department of Foodservice Management, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM, Puncak Alam), Malaysia
Muhammad Izzat Zulkifly: Department of Foodservice Management, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM, Puncak Alam), Malaysia
Zurena Shahril: Department of Foodservice Management, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM, Puncak Alam), Malaysia
Mohd Aliff Abdul Majid: Department of Foodservice Management, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM, Puncak Alam), Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 1922-1946

Abstract: Online Food Delivery (OFD) applications have become integral to modern consumer behavior, offering convenience in food and beverage purchases. However, challenges such as inconsistent user experiences, safety concerns, unreliable delivery, and food quality issues continue to impact customer satisfaction and purchase behavior. This research explores the factors influencing Customers’ Online Purchase Behavior (COPB) on OFD platforms in Malaysia, using the Unified Theory of Acceptance and Use of Technology (UTAUT2) framework. Data was collected through convenience sampling from OFD users in the Klang Valley region, and analyzed using descriptive and inferential statistics via the Statistical Package for Social Sciences (SPSS) and Partial Least Squares Structural Equation Modelling (PLS-SEM) respectively. The findings indicate that Social Influence, Hedonic Motivation, Price Value, Habit, and Trialability significantly impact COPB. Among these, Social Influence had the strongest positive effect (β = 0.171, p

Date: 2025
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