Factors Influence Consumer’s Buying Intention Towards Online Food Delivery Service In Kuala Lumpur, Malaysia

Hong, Khea Loong (2019) Factors Influence Consumer’s Buying Intention Towards Online Food Delivery Service In Kuala Lumpur, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The tendency of people ordering food outside or called as “dabao” has seen a significant rise over the past few years. The emergence of technology and online platform have boosted up and even changed the outside food ordering culture through online food delivery service. In other words, online food delivery service is a new way to make food-ordering via online. This research aims to investigate the factors that influence consumer’s buying intention towards online food delivery service. This research is mainly focused at Kuala Lumpur, Malaysia and three locations are selected in constructing this research. There are four variables include convenience factor, time-saving orientation, information availability and web/apps design quality in which researcher intends to investigate throughout the research. The Technology Acceptance Model (TAM) is adopted in this research to examine the acceptance of consumer’s towards new technology. Besides, quantitative data have been applied in this research to collect the responds from 150 respondents through questionnaire. Software Package for Social Science (SPSS) system is applied in this research to analyse the collected data. The data analysis techniques that conducted in this research are the descriptive analysis, Pearson correlation and multiple regression analysis to determine the relationship and significant level of the mentioned factors towards the consumer’s buying intention in making food-ordering through online. The results proved that all the four independent variables are having different relationship and significant level towards the dependent variable. Convenience factor is the most influential factor and all research objectives are achieved in this research. Implication and recommendation for further study are also mentioned in this research.

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