Assessing Consumer Intentions for Online Food Delivery in a Post-Coronavirus Pandemic

Abstract

The rise in online food delivery (OFD) services during the COVID-19 pandemic has significantly altered consumer behavior and provided a lifeline to many restaurants. As Malaysia transitions from the pandemic to endemic phases, marked by the reopening of physical dining options, prompts a pertinent question: will the increased reliance on OFD continue as a dominant food consumption method? This study adopts a quantitative methodology to explore the factors influencing customer intentions toward the continued use of OFD services after the pandemic. Utilizing a descriptive research design, this study specifically examined the evolving landscape of OFD utilization in Setiawangsa, Kuala Lumpur. Data were gathered through purposive sampling with 384 respondents participating in an online survey. The findings reveal a strong positive correlation between perceived usefulness and customer intention to use OFD services, underscoring the critical influence of perceived usefulness in promoting OFD adoption. Conversely, no significant correlations are observed between price-saving benefits, time-saving benefits, and customer intentions, indicating that more complex factors drive consumer behavior. This research offers crucial insights into the post-pandemic adoption dynamics of OFD, providing valuable information for industry stakeholders and policymakers on the necessary strategic adjustments to align with changing consumer preferences. By employing a thorough quantitative approach and effective sampling strategy, this study elucidates the determinants of customer intentions towards OFD services during the endemic phase, aiding the development of informed and sustainable business strategies in the evolving post-COVID-19 pandemic.