Determinants of Food Ordering Applications Adoption among Saudi Consumers and their Effect on Dietary Habits

Abstract

Objectives: This study aims to contribute knowledge toward understanding the effect of food ordering applications (FOA) on consumer behavior regarding food consumption and dietary habits of the Saudi population. Methods: This cross-sectional study tested the Theory of Planned Behavior (TPB) within the domain of FOA with adult users (N=834) using an online questionnaire. Results: Structural equation modeling (SEM) analysis revealed that among the TPB constructs, attitude had the largest positive and direct effect on participants' intention in FOA's adoption followed by subjective norms and perceived behavioral control variables. Overall, the 3 TBP constructs accounted for 49% of the variance in intention, whereas intention accounted for 33% of the variance in behavior. Conclusion: Our results suggest that TPB constructs represent an important aspect in studying consumer behavior regarding FOA. Moreover, the use of FOA may influence healthy dietary habits.