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An empirical study on buying behaviour of diners through online food delivery platforms

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  • Hari Krishnan
  • Rupesh Kumar

Abstract

This research investigates the buying behaviour of online diners, exploring the factors influencing their choices through food delivery application. It examines how touchpoints offered by online businesses affect consumer decisions, the impact of social influence and opinion leadership. The study is a descriptive one and the survey was conducted with 206 respondents. It analyses the data using statistical tools like principal component analysis and correlation. The findings highlight the significance of demographic variables and key attributes driving buying behaviour. The principal component analysis reveals three crucial aspects: rationality, emotions, and attractiveness factors. These insights appeal to the online food aggregators to offer tangible cues that trigger rational, emotional, and attractive responses by the diners during their usage of the platform. The offers and discounts not only enhance convenience but also cater to consumers' rational perspectives.

Suggested Citation

  • Hari Krishnan & Rupesh Kumar, 2026. "An empirical study on buying behaviour of diners through online food delivery platforms," International Journal of Knowledge Management in Tourism and Hospitality, Inderscience Enterprises Ltd, vol. 5(1), pages 47-61.
    • Handle: RePEc:ids:ijkmth:v:5:y:2026:i:1:p:47-61
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