Consumers' attitudes and purchase intentions toward food ordering via online platforms

Abstract

With the rapid advancements in technology, the Internet and mobile applications have become integral to everyday life, offering unprecedented convenience and value, particularly in the realm of online retail. Among these innovations, online food delivery services have emerged as a significant shift in consumer behavior, providing an alternative to traditional dining experiences. This research aims to explore the impact of key motivational factors—e-service quality, personal aspects, perceived food quality, trust, time-saving orientation, and convenience motivation—on consumer attitudes toward online food delivery services. Additionally, the study hypothesizes that these attitudes mediate the relationship between consumer motivations and their intention to order food online. A regression analysis was performed on the cross-sectional data collected from a random sample of 280 respondents. The findings reveal critical insights into the complex dynamics between motivational factors and consumer behavior in the context of online food ordering. Notably, the study identifies attitudes toward online food delivery as a pivotal mediator, linking consumer motivations to their intention to engage in online food delivery. These results highlight the importance for businesses to thoroughly understand and strategically address these motivational factors and consumer attitudes to remain competitive and responsive to evolving consumer demands in the digital age. This research contributes to the literature by offering a comprehensive framework that integrates multiple consumer motivations, providing original insights into how these factors collectively influence the adoption of online food delivery services, particularly in the context of Lebanon's unique social, economic, and political challenges.