The Relationship Between Perceived Factors Related to Consumers’ Purchase Intention Towards Online Food Delivery

Abstract

In Malaysia's food and beverage (F&B) industry, online food delivery (OFD) services are a growing trend. With various food distribution firms providing OFD services in Malaysia, online food ordering has become the new eating out. With the recent pandemic outbreak of COVID-19, consumers’ are demanding to have food delivered in accordance with the government directives. Despite the importance of OFD services in Malaysia, research on the purchase intention is limited. Hence, this research study aims to examine the relationship between perceived factors related to consumers’ purchase intention towards OFD services in the context of COVID-19 Pandemic in Klang Valley, Malaysia. Data collection was conducted by using quantitative, non-probability of purposive sampling with screening questions. A total of 428 of samples were collected from the Klang Valley areas through online questionnaires. From this research study, four major factors that lead to consumers’ purchase intention which include perceived usefulness, perceived ease of use, perceived value, and perceived safety. The findings are targeted to redound to the benefit of society considering that OFD services are in greater demand especially during the COVID-19 pandemic which justifies the need for more reliable and life-changing approaches in order to better understand the purchase intention among consumers.