Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/241595 
Year of Publication: 
2021
Citation: 
[Journal:] Journal of Open Innovation: Technology, Market, and Complexity [ISSN:] 2199-8531 [Volume:] 7 [Issue:] 1 [Publisher:] MDPI [Place:] Basel [Year:] 2021 [Pages:] 1-23
Publisher: 
MDPI, Basel
Abstract: 
Evolving internet technology has brought about changes in consumer lifestyle and increased online shopping. Grounded in the theory of technology readiness (TR), this study aims to examine the effect of factors such as optimism, innovativeness, insecurity, and discomfort that may motivate consumers' adoption intentions towards online food delivery ordering (OFDO) services. Additionally, this study intends to investigate the moderating role of situational influences (COVID-19) in affecting such an online behavior. By using survey methods, a total of 439 usable responses were gathered through an online survey. Data were analyzed by using Partial least square (PLS) and multigroup analysis (MGA) techniques. The results revealed that optimism and innovativeness have positive influences on adoption intentions while insecurity and discomfort have negative influences on adoption intentions in the use of OFDO services. The results also supported the moderating role of situational influences such as the COVID-19 pandemic. Furthermore, the PLS-MGA results indicate that the effects of optimism and innovativeness are stronger in demographic variables, i.e., young, male, high income, high education, etc. On the contrary, the effects of insecurity and discomfort are stronger for the opposite, i.e., elder, female, low income, low education, etc. Finally, this paper depicts remarkable insights for researchers, practitioners, service providers, and marketers.
Subjects: 
online food delivery ordering (OFDO) services
situational influences COVID-19
technology readiness (TR) model
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size
902.65 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.