The Influence of Technology Acceptance Factors and Usage of Online Food Delivery Applications (OFDA) in Sarawak

Nur Suriayanti, Gadiman (2024) The Influence of Technology Acceptance Factors and Usage of Online Food Delivery Applications (OFDA) in Sarawak. PhD thesis, Universiti Malaysia Sarawak.

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Abstract

In Malaysia, the increasing popularity of the smartphone has contributed to the expansion of Online Food Delivery Applications (OFDA). The vast majority of Malaysian customers are increasingly turning to their mobile devices to complete their online purchase transactions. Despite the significance of OFDA in Malaysia and the shifting consumer behaviour towards these services, however the nature of this market is poorly understood especially in the context of Sarawak. Therefore, this study intended to determine the influence of technology acceptance factors that influencing the behavioural intention to use and usage of OFDA in the Sarawak context. The data was collected by distributing an online questionnaire using convenient sampling technique that yielded a total of 400 responses for data analysis. It was found that the technology acceptance factors such as effort expectancy, facilitating condition, hedonic motivation, trust and risk have significant direct effects on behavioural intention to use. In addition, behavioural intention to use had a significant direct effect on usage. Apart from analysing the direct effects among the constructs, the mediating effects and moderating effects were also analysed. Behavioural intention to use acted as a partial mediator of the relationships between performance expectancy, social influence, price value, hedonic motivation, habit and usage. Besides, behavioural intention to use fully mediated the relationships between other technology acceptance factors (effort expectancy, facilitating condition, trust and risk) and usage. In addition, age, gender, and experience acted as partial moderator in the relationship between behavioural intention to use and usage. Finally, this study has outlined the directions that future researchers may take to further investigate the relationships in the aforesaid context. As well as a steppingstone and a guideline that can be used as a future research agenda, also enable to highlight the important factors for promoting OFDA to satisfy the customers’ needs, besides encouraging and enhancing the level of customer engagement among users in aforesaid context.

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