Abstract
Online food ordering and delivery service are the platforms that provide a system and service to the consumer to order and buy food products from foodservice or restaurant operators. The service is an up-and-coming trend among Millennials and the trend has ballooned with the introduction of movement control order (MCO) due to the pandemic COVID-19. The consumer’s demand towards online food ordering and delivery service has increased markedly due to the prohibition of dine-in at restaurant premises. This study focuses on highlighting the factors that influence consumer’s intention to use online food ordering and delivery service. The survey questionnaires were distributed among 384 respondents that represent the customers of restaurants in Shah Alam, Selangor. Data analyses were conducted using SPSS and multiple regression analysis. Findings revealed that usefulness, ease of use, and consumer’s enjoyment are the factors that influence consumer’s intention to use online food ordering service and conclusively, usefulness is the most significant factor that affects consumer’s intention to order food via online food ordering and delivery service. The findings from this study are beneficial for foodservice or restaurant operators in improving their businesses and staying competitive. Recommendations for future studies are included based on the findings of this study.
 Keywords: consumer intention, consumer demands, online food ordering, service, restaurant operators
Highlights
The growth of the internet and mobile technologies give a huge impact on consumers and businesses
Referring to Malaysian Communications and Multimedia Commission (2020), 28.4 million of Malaysians accessed the internet by using mobile smartphone and 64% of them has made an online purchase for food products by ordering through restaurant online food ordering and delivery service
Recent findings indicate that the trend of online food ordering and delivery service is growing and online applications and technologies rapidly developing in Malaysia contribute to positive impacts on the business sector
Summary
The growth of the internet and mobile technologies give a huge impact on consumers and businesses. Online shopping becomes an exciting trend that is currently booming in business sectors as the technologies and applications provide simple, easy, and accessible methods for consumers to search varieties of products compared to the traditional method of shopping (Bauerova & Klepek, 2018). Referring to Malaysian Communications and Multimedia Commission (2020), 28.4 million of Malaysians accessed the internet by using mobile smartphone and 64% of them has made an online purchase for food products by ordering through restaurant online food ordering and delivery service. Recent findings indicate that the trend of online food ordering and delivery service is growing and online applications and technologies rapidly developing in Malaysia contribute to positive impacts on the business sector. GrabFood has expanded its service with 5,000 restaurants and 10,000 riders (Chai & Yat, 2019)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
