Intention to use online food ordering service among university students at Universiti Teknikal Malaysia Melaka (UTeM)

Mohd Pauzi, Aina Najwa (2023) Intention to use online food ordering service among university students at Universiti Teknikal Malaysia Melaka (UTeM). Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this paper is to determine the students’ behavioral intention to use electronic food ordering in Universiti Teknikal Malaysia Melaka (UTeM). The quantitative method was applied through an online questionnaire survey distributed to randomly selected respondents in UTeM, and 171 online questionnaires were completed and returned with reliable and meaningful results. The result clearly shows that the majority of the students have a positive intention to use electronic food ordering services due to perceived convenience, customer control, attractive marketing, and eagerness to use technology. Besides, they feel that electronic food ordering is user friendly, and they can get sufficient information to order. Therefore, this study is vital in providing knowledge and information to the food industry player in identifying all the advantages of having an online ordering system especially during the pandemic.In line with that, online ordering is the only source of revenue for local food businesses by helping them from permanent closures during this challenging time and take advantage of electronic food ordering as one of their long-term marketing strategies.

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