How the consumer’s attitude and behavioural intentions are influenced: A case of online food delivery applications in India

Abstract

Purpose This study aims to identify various risk and benefit perceptions related to the consumers’ use and selection of online food delivery applications (OFDAs) in India. It also discovers the reasons behind consumers’ OFDAs selection behaviour and how it influences their inclusive attitudes and behavioural intentions (word of mouth and re-use intentions). Design/methodology/approach Responses from 337 OFDAs users were subjected to exploratory factor analysis for 5 risk and 2 benefit factors which were tested on a factor model using 31 constructs followed by the structural model. Findings It was found that consumers’ usage and selection behaviour related to OFDAs are not only influenced by the perceived risk and benefit factors but are also responsible for their overall attitudinal and behavioural variations. It was also found that a decrease in risk perception or an increase in benefit perception of consumers will positively influence their overall attitude towards the use of OFDAs. Originality/value Though a lot of studies related to OFDAs have been conducted in India, but they were limited to identifying the technology used in the apps, analysing the user interface or promoting them as start-ups. Moreover, previous literature related with the risk/benefit perceptions linked with the OFDAs is addressed towards Western countries such as USA, Italy and UK. To the best of the authors’ knowledge, this is one of the first studies that explored the risk/benefit perceptions related to the use and selection of OFDAs in the context of India. Besides, it may also help the stakeholders in OFDA business to align their OFDA features as per the needs of the consumers.