Factors Affecting Intention to Use Food Order-Delivery Feature of Ride-Hailing Applications: The UTAUT Approach

Abstract

Since ride-hailing platforms in Indonesia provide food order-delivery feature, there has been a change in public spending behavior from conventional to electronic, even on the most basic element, i.e., food. The purpose of this study is to identify critical factors affecting consumers’ adoption of ride-hailing applications to buy food using the Unified Theory of Acceptance and Use of Technology (UTAUT) approach. This study uses a cross-sectional design with a non-probability sampling method. Data was collected from self-administered questionnaire, resulting a total sample of 315 respondents across Indonesia. The respondents are GrabFood and GoFood consumers and the food order-delivery feature of Grab and Gojek (the ride-hailing applications). The study employs PLS-SEM technique to analyze the relationships among variables. The findings show performance expectancy, social influence, and facilitating conditions positively influence behavioral intention to use food order-delivery features in ride-hailing applications. On the other hand, effort expectancy does not influence behavioral intention. The results corroborate the role of food-order feature of ride-hailing applications in the change of Indonesian consumer behavior. Referring to the study results, theoretical contributions and practical implications are provided.