Open AccessAn Empirical Study of Consumer Attitude toward Adoption of Online Food Ordering App
Publication year - 2022
Publication title -
international journal of e-services and mobile applications/international journal of e-services and mobile applications
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.185
H-Index - 7
eISSN - 1941-6288
pISSN - 1941-627X
DOI - 10.4018/ijesma.2022010110
Subject(s) - expectancy theory , moderation , structural equation modeling , psychology , social psychology , social influence , partial least squares regression , marketing , business , mathematics , statistics
The purpose of this paper is to identify the factors influencing the adoption of online food ordering app and the degree of influence of each factor on consumer attitude with moderating effect of technical barriers. This research proposed a conceptual model aimed to test the attitude towards online food ordering app. Relationships among constructs were tested on the basis of 514 surveys collected in India and analyzed with the structural equation modeling approach of partial least squares path modeling. Findings established the positive relationship between effort expectancy (EF), performance expectancy (PE), perceived social norms (PSN), perceived complexity (PCL), perceived compatibility (PCT), perceived relative advantage (PRA), perceived risk (PR) and Attitude towards online food ordering app (ATT). In addition, TB plays a significant moderating role in the relation between PE, PCL, PCT, PR, and ATT. However, no significant moderation effect was found in the relation between EF, PSN, PRA, and ATT.