Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan

Pei-Hsuan Tsai, Chih-Jou Chen, Wei-Hung Hsiao and Chin-Tsai Lin

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: Understanding consumer preferences is crucial in helping online food delivery services (OFDS) increase operating revenue and competitiveness while achieving sustainable development. Prior studies on OFDS employed qualitative research and methods for statistical analysis, but few researchers have discussed the importance of the primary factors influencing consumers' selection and intention of OFDS from multiple-attribute decision-making (MADM) perspective. Based on a consumer's perspective, the MADM techniques were utilised in this study to build an assessment model for consumers' selection of OFDS. First, to determine the relative weight of each evaluation criterion and dimension, the analytic hierarchy process (AHP) was utilised. Subsequently, the complex proportional assessment of alternatives (COPRAS) was utilised to analyse the feasible solutions. Lastly, the modified VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) was employed to discuss the performance gap between each evaluation dimension and criterion. The three methods helped identify the primary evaluation criteria and determine the rankings of feasible solutions and related performance gaps. The methods were used to conduct an empirical analysis of the data. Several conclusions and suggestions have been provided based on the findings. The findings are anticipated to serve as a reference for OFDS operators to learn from, allowing them to better understand consumers' demands and provide better service. Finally, theoretical and managerial implications are explored.

Keywords: Online food delivery service; Consumer preferences; AHP; COPRAS; Modified VIKOR (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923000760

DOI: 10.1016/j.jretconser.2023.103329

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