Abstract

Purpose: This research integrates the Technology Adoption Model (TAM) and the Theory of Planned Behavior (TPB) to examine the determinants of consumers' behavioral intentions towards online food delivery (OFD) service distribution. It extends TAM by incorporating variables such as perceived ease of use (PEU), perceived usefulness (PU), and time-saving benefit (TSB) as antecedents of attitude towards OFD. Research design, data, and methodology: A non-probability sampling method was employed in this study, with 308 customer intentions toward OFD collected through a Google Forms questionnaire. The analysis utilized SmartPLS to confirm the constructs' reliability and validity and to examine the proposed hypotheses. Results: These findings showed that users' attitudes in OFD-based distribution systems were significantly influenced by PU and TSB, while PEU had no effect. In addition, attitudes, subjective norms (SN), and perceived behavioral control (PBC) were found to have a positive relationship with behavioral intentions regarding OFD. Conclusion: This study enhances the understanding of the key factors that shape consumers' behavioral intentions regarding OFD. It also offers insights for OFD service distribution managers by highlighting how PU and TSB influence users' attitudes toward OFD. Additionally, it clarifies how attitudes, SN, and PBC collectively drive consumers' behavioral intentions to use OFD service distribution.