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Customer’s Intention to Use Online Food Delivery Services (OFDS) in Penang, Malaysia

Author

Listed:
  • Mohd Adib Izzat Mohd Nor

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia)

  • Zubaidah Mohd Ali Tan

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia)

  • Mohamad Daim Darson

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia)

  • Akmal Adanan

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia)

  • Saidatul Afzan Abdul Aziz

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia)

Abstract

This study aimed at investigating the factors that affect the decision of customers to use Online Food Delivery Services (OFDS) in Penang, Malaysia after the COVID-19 outbreak. Due to the change in consumer behavior, the research was conducted to determine the factors that may encourage or hinder the use of OFDS. A quantitative approach was used where data was gathered from 384 respondents using an online survey that was sent through social media platforms in order to ensure that the respondents were well-represented. The research variables identified for the study are Perceived Ease of Use, Social Influence, Price Value, and Performance Expectancy. The study uses descriptive and correlation analyses to examine the relationships among these variables. The results show that Perceived Ease of Use and Social Influence have positively and significantly affected the intention to use the OFDS, indicating that the users appreciate the ease of navigation and recommendations from their social networks. On the other hand, the study results showed that Price Value does not have a significant impact on this intention, which means that other factors besides the cost may be more important in the consumer choice in the present environment.

Suggested Citation

  • Mohd Adib Izzat Mohd Nor & Zubaidah Mohd Ali Tan & Mohamad Daim Darson & Akmal Adanan & Saidatul Afzan Abdul Aziz, 2025. "Customer’s Intention to Use Online Food Delivery Services (OFDS) in Penang, Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 4557-4568, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:4557-4568
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    References listed on IDEAS

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    2. Dong-Gill Kim & Elisa Grieco & Antonio Bombelli & Jonathan E. Hickman & Alberto Sanz-Cobena, 2021. "Challenges and opportunities for enhancing food security and greenhouse gas mitigation in smallholder farming in sub-Saharan Africa. A review," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 13(2), pages 457-476, April.
    3. Kapoor, Anuj Pal & Vij, Madhu, 2018. "Technology at the dinner table: Ordering food online through mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 342-351.
    4. Yeo, Vincent Cheow Sern & Goh, See-Kwong & Rezaei, Sajad, 2017. "Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 150-162.
    5. Charlene Li & Miranda Mirosa & Phil Bremer, 2020. "Review of Online Food Delivery Platforms and their Impacts on Sustainability," Sustainability, MDPI, vol. 12(14), pages 1-17, July.
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