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Factors Affecting the Behavioural Intentions of Indian Millennials: An Analysis of Online Food Delivery Services

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  • Samantak Chakraborty

    (Aligarh Muslim University, India)

  • Mohammad Khalid Azam

    (Aligarh Muslim University, India)

  • Sana

    (Al Barkaat Institute of Management Studies, India)

Abstract

Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.

Suggested Citation

  • Samantak Chakraborty & Mohammad Khalid Azam & Sana, 2022. "Factors Affecting the Behavioural Intentions of Indian Millennials: An Analysis of Online Food Delivery Services," International Journal of Online Marketing (IJOM), IGI Global Scientific Publishing, vol. 12(1), pages 1-16, January.
    • Handle: RePEc:igg:jom000:v:12:y:2022:i:1:p:1-16
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