See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/367219883

Factors Affecting Behavioural Intention of Online Food Delivery Service

Consumers in Kathmandu Valley

Article in Journal of Business and Social Sciences Research · January 2023

DOI: 10.3126/jbssr.v7i2.51494

CITATIONS READS

6 1,104

2 authors:

Laxman Pokhrel Rinku Shah

South Asian Institute of Management South Asian Institute of Management
27 PUBLICATIONS 37 CITATIONS 1 PUBLICATION 6 CITATIONS

SEE PROFILE SEE PROFILE

All content following this page was uploaded by Laxman Pokhrel on 18 January 2023.

The user has requested enhancement of the downloaded file.

 DOI URL: https://doi.org/10.3126/jbssr.v7i2.51494

Factors Affecting Behavioural Intention of Online Food

Delivery Service Consumers in Kathmandu Valley

Laxman Pokhrel1
Rinku Shah2
SAIM College, Pokhara University, Nepal

Article History Abstract

Received 2 Oct 2022 The paper aims to investigate the factors influencing
Revised 8 Oct 2022 behavioural intention of online food delivery services in the
Reviewed 3 Nov 2022 Kathmandu Valley. The paper applied a cross-sectional
Revised 28 Nov 2022 survey research design with structured questionnaires. The
Plagiarism Checked data were collected from 277 respondents. The Covariance-
12 Dec 2022 Based Structural Equation Model (CB-SEM) was used to test
Revised 14 Dec 2022 hypotheses. The behavioural intention of online food delivery
Accepted 15 Dec 2022 services is positively influenced by performance expectancy,
social influence, and facilitating conditions. However, effort
Keywords
expectancy has no significant influence on behaviour
behavioural intention,
intention for online food delivery services. In this paper, the
effort expectancy,
facilitating condition, researcher and manager will gain theoretical and managerial
performance expectancy, insights. This is among the few studies that investigate the
social influences factors influencing online food delivery services by applying
the unified theory of acceptance and use of technology
Journal of Business and (UTAUT) in the Nepalese context.
Social Sciences Research
(ISSN: 2542-2812).
Vol VII, No. 2,
December 2022

Introduction and Study markets have seen steady growth in

Objectives several countries over the past few years.
Over the past decade, the e-commerce
The growth and acceptance of shared market has experienced strong growth
economy delivery by consumers (Yeo et as customers increasingly shop online
al., 2017), online food delivery services (Sthapit & Sthapit, 2022; Devkota et al.,
have become increasingly popular in 2021). The change in how consumers
the food delivery market. Food delivery shop has been influenced by a wide range

1
An MPhil in Management, Mr. Pokharel is Programme Director at SAIM College. His email is:
laxmanpokhrel98@gmail.com
2
Ms Shah is an MBA Graduate of SAIM College, Pokhara University

79
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

of factors, some of which are influenced unexplored to understand consumers'

by markets and countries, others by behavioural intentions regarding online
global developments (Saad, 2021). food delivery services.
Urban consumers' changing habits
have contributed to the emergence of Behavioral intention refers to a customer's
online food delivery services. Many likelihood of acting or subscribing to a
consumers use food delivery services system in the future (Brown & Venkatesh,
because they want quick and convenient 2005; Dwivedi, 2005; Venkatesh et al.,
meals after a busy day at work. Food 2003). It refers to a kind of purchase
and beverage companies are slowly but intention that is used to predict a
surely embracing online food delivery customer's purchasing behavior. This will
(OFD) services because they can help affect an individual's choice of whether
grow their businesses, ensure employee to adopt OFD in the future. According to
productivity, deliver accurate orders, and Yeo et al. (2017), an individual's attitude
build customer databases. As reported can be highly indicative of their intent
by Pigatto et al. (2017), online food to perform a behavior. Researchers
delivery services process orders, make found that an individual's behaviour will
payments, and monitor processes, but depend on their behaviour criteria, and
do not prepare food. The use of mobile a positive attitude will subsequently lead
apps and internet-based tools for online them to adopt a novel technology or
communication, such as e-mail, chat, product. Behavioral intention is related
and SMS, has replaced face-to-face to customer experience, according to
engagement in online retail transactions, research conducted by Olorunniwo et
as well as the use of company websites al. (2006). Customers are more likely
for searching, retrieving, and placing to adopt OFD if they have a positive
orders. experience. A customer who prefers to
limit personal interaction with others may
There are a number of reasons why be willing to use the online takeaway
consumers prefer to use online services, system if they are satisfied with the online
including convenience, usability, and takeaway system, especially if they have
prior experience (Saarijärvi et al., had a difficult experience with frontline
2014). Since food is a low involvement staff or sales staff (e.g., Collier & Kimes,
product, consumers do not recall the 2013; Katawetawaraks & Wang, 2011).
price, indicating that they make rational
choices for food prices at the time Several theories explain online food
rather than relying on past transactions. delivery behaviour. The theory of planned
Since consumers spend less time behaviour (Ajzen, 1991); the technology
and energy to purchase products, the acceptance model (TAM) (Davis, 1989);
value of services is enhanced. Tsang and the unified theory of acceptance and
and Tse (2005) have documented that use of technology (UTAUT) (Venkatesh
shoppers are motivated to shop by value et al., 2012) describe online food delivery
and pleasure. Therefore, it remains services. UTAUT is reported to explain

80
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

about 70% of the variation in people's Since online food service is dramatically
behaviours related to technology use increasing in Nepal especially in major
(Venkatesh et al., 2003; Venkatesh et cities like Kathmandu, it is imperative
al., 2012). This could be a parsimonious to investigate the phenomena in a
model of a person's behaviour regarding Nepali context. Therefore, this paper
online food delivery services. Venkatesh investigated the factors affecting online
et al. (2003) reported that behavioural food delivery intention among consumers
intention is influenced by performance in Kathmandu valley.
expectancy, effort expectancy, and social
influence, whereas the last construct,
Literature Review
facilitating conditions, directly influences
actual usage behaviour. This section presents review of literature.
Some more details should be added
Online Food Delivery in Nepal: here.
Kathmandu Valley has a huge food delivery
market. Some of Nepal's leading online Performance Expectancy (PE)
food delivery services are Foodmandu, It refers to the extent to which
Bhojdeals, Foodmario, and BhokLagyo M-commerce will assist consumers in
are located in Kathmandu valley. The accomplishing their goals (Venkatesh et
first company to distribute meals from al., 2012). It is the utilitarian component
hundreds of well-known eateries in Nepal that is related to the perceived utility of
is Foodmandu (Rajbhandari, 2022). It has the TAM model (Venkatesh et al., 2003).
been in operation since November 2010. In this paper, performance expectancy
It is common for online meal delivery refers to the extent to which online food
services to accept orders through their delivery service assist consumers in
websites or other digital media channels. accomplishing their goals.
The most critical targeted audience for
most foodservice players is millennials Effort Expectancy (EE)
(people under 30), so online ordering It refers to the degree of ease with
systems are the easiest way to reach them. which a consumer can use technology
The number of millennials who use their (Venkatesh et al., 2012). UTAUT defines
phones for online ordering exceeds 97%, effort expectancy (EE) as the ease with
making them one of the most lucrative which users use a particular technology
and sales-producing target audiences. (Venkatesh et al., 2003). A measure of
Therefore, restaurants and the food the ease of using food delivery apps or
industry can easily reach out to younger online food delivery services is called
demographics and target markets by effort expectancy in this paper.
providing online delivery services. Despite
a few studies on online shopping (Vaidya Social Influences (SI)
& Yogi, 2021); mobile banking (Pokhrel, It refers to the amount to which an
2022), there are only very few studies on individual perceives confirmation of
online food delivery intention in Nepal. specific behaviours from his or her peers

81
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

(Venkatesh et al., 2012). In this paper, of the eateries. Additionally, customers

social influences refer to the amount of can optimize their ordering on OFDS
which an individual perceive confirmation by perusing details about upcoming
of online food delivery services from his purchases before starting a work. This
or her peers. procedure improves the phase of their
purchasing (Saad, 2021). They search
Facilitating Condition (FC) for information which may lead to
It refers to resources such as a computer, efficient task completion. Based on the
tablet, or smartphone, and knowledge of evidence of previous studies, this paper
how to install and use relevant software hypothesized:
(Venkatesh et al., 2003). In this paper,
facilitating condition refers to how much Hypothesis 1: Performance expectancy
an online meal delivery service helps positively influences behaviour intention
customers reach their objectives. of online food delivery services in
Kathmandu valley.
Behaviour Intention (BI)
It refers to a customer’s propensity to Effort Expectancy (EE) and
use the service in the future or a person’s Behaviour Intention (BI)
likelihood to behave in expected ways Ray et al. (2019) found a positive
(Brown & Venkatesh, 2005). This paper significant influence of effort expectancy
discusses a customer's propensity to on behaviour intention in online food
use food delivery services in the future. delivery service. It implies the degree of
ease of using food delivery apps could
Relationship between Variables lead to behaviour intention of online food
Performance Expectancy (PE) and delivery service. Additionally, previous
Behaviour Intention (BI) studies have found that effort expectancy
Studies have demonstrated that is positively correlated with behaviour
performance expectancy has a positive intention in different service contexts
influence on behaviour intention to use (Alalwan et al., 2017; Farah et al., 2018).
online food delivery services (e.g., Farah Based on the evidence of previous
et al., 2018; Singh & Matsui, 2018; studies, this paper hypothesised:
Tarhini et al., 2018). It indicates that
the belief of a user that an information Hypothesis 2: Effort expectancy positively
system (IS) aids in task completion more influences behaviour intention of online
effectively than competing systems food delivery services in Kathmandu
(Venkatesh et al., 2003). In addition to Valley.
traditional systems, OFDS have been
created to make it easier to complete Social Influences (SI) and Behaviour
the chore of ordering food (e.g., direct Intention (BI)
phone or web ordering). Consumers can The growing popularity of mobile
compare deals from several restaurants social networks has enhanced the
using OFDS rather than the websites social influence of emerging mobile

82
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

Performance Expectancy

Effort Expectancy
Behavioural Intention
Social Influences

Facilitating Conditions

Independent variables Dependent variable

Figure 1. Proposed Model of the Study

technologies, such as OFDS. Previous facilitating condition has a significant

study has found a significant determinant influence on behavioural intention (e.g.,
of users’ intention to online food delivery Chopdar et al., 2017; Hew et al., 2015;
service (Roh & Park, 2019). It indicates Lu et al., 2008). It can infer that facilitating
that confirmation of online food delivery condition lead to behaviour intention of
services from his or her peers could lead online meal delivery services. Based on
to intention of using online food delivery. the empirical and theoretical evidence,
Prior study found a significant positive this paper hypothesized,
relationship between social influences
and behaviour intention of online food Hypothesis 4: Facilitating condition posi-
delivery services (Reich et al., 2018). tively influences behaviour intention of
Based on the argument, this paper online food delivery services in Kath-
hypothesised. mandu valley.

Hypothesis 3: Social influences positively Conceptual Framework

influences behaviour intention of online Saad (2021) suggested replicating
food delivery services in Kathmandu the study in different countries and
valley. contexts, so a conceptual framework
developed in the Bangladeshi context
Facilitating Condition (FC) and has been applied to the Nepali
Behaviour Intention (BI) context. Considering the differences
The favourable perception of customers between Pakistan's and Nepal's online
such as support and / or getting help food delivery services, and the lack
from others could result in increased of research on online food delivery
behavioural intentions to adopt and services (e.g., Pokhrel, 2022; Vaidya
use online food services (Chopdar et & Yogi, 2021), this study proposed to
al., 2017). Earlier studies found that develop a conceptual framework.

83
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

study has sample size of 277, this paper

Research Methods
justifies the sample size standard for the
The purpose of the study was not to study.
manipulate independent variables such
as performance expectancy, effort A pilot study was conducted prior to a
expectancy, social effects, and facilitating full-scale research project to evaluate
condition to examine their relationship feasibility, duration, and costs. It is
on the dependent variable (Behaviour considered reliable when Cronbach's
Intention). Therefore, correlation study alpha is higher than 0.60 (Pallant,
has been applied for the study. Previous 2020). Considering that all Cronbach
studies in the Nepalese context support Alpha values exceeded 0.60, a full-
this finding (e.g., Devkota et al., 2021; scale survey was administered to online
Pokhrel, 2022). food delivery customers. Before the
questionnaires were distributed, the
The population of the study was online purpose, confidentiality, and rights of the
food delivery service recipient in respondents were explained. The data
Kathmandu valley. Since there is no active were collected from January 10 to March
list online food consumers or online food 10, 2022.
service providers were not unwilling to
give information due to privacy concerns, Instrumentation
the convenience sampling method was The study employed 5 measures to
used to reach out to the representative capture different variables related to
sample. It is aligned with previous studies this study. First, demographic variables
in Nepalese context (e.g., Devkota et al., were measured by 5 items and later
2021, Pokhrel, 2022). were measured by the Likert Scale.
It was measured with 5-point Likert
To reach the targeted population, this scale (1=Strongly Disagree, 5=Strong
study applied sample size standard Agree). The variables of Behaviour
proposed by Hair et al. (2016). The Intention, Performance Expectancy,
authors suggest that the sample size Effort Expectancy, Social Influence and
should be five times (minimum) or 10 Facilitating Condition were adopted from
times (maximum) larger than the items AbuShanab and Pearson (2007).
utilized in advanced multivariate analysis
such as structural equation modelling
Data Analysis and
(Hair et al., 2016). This study has
Discussion
included 18 items (mention the items)
to cover responses to five variables Demographic Profile of Respondents
(e.g., behaviour intention, performance This paper found that most respondents in
expectancy, effort expectancy, social the research were male (n=184, 66.4%).
influence and facilitating conditions). As However, the proportions of male and
per the requirement, this study should female respondents are almost double.
be between 250 and 300. Since this Most of the respondents order online food

84
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

Table 1
Descriptive Statistics and Inter-Items Correlation
Constructs Mean Std. Deviation 1 2 3 4 5
1. Behaviour Intention 3.930 1.109 1
2.Performance Expectancy 4.109 0.883 0.763** 1
3. Effort Expectancy 4.162 0.880 0.733** 0.838** 1
4. Social Influence 4.051 0.949 0.751** 0.756** 0.792** 1
5. Facilitating Condition 4.163 0.944 0.728** 0.668** 0.759** 0.763** 1
Note. Calculations based on the Survey, 2022

at least once a week (n=104, 37.5%). (SI), and facilitating conditions (FC) are
This shows the respondents can capture significantly associated with behavioural
the variable of the interest. A majority intention. However, correlation analyses
of the respondents have a bachelor’s are not robust enough to test the pro-
degree (n=123, 44.6%). Likewise, posed hypotheses. This study applied
most of the respondents are Employed structural model to estimate the relation-
but not self-employed and come from ships among variables.
Kathmandu valley. Furthermore, most of
the respondents were between 21 and Structural Equation Model (SEM)
30 years old (n=220, 79.4%). The SEM, a statistical technique for
analysing and estimating relationships
Descriptive Statistics and Inter-Item between variables, is primarily used to
Correlation test and estimate multivariate causal
It is a valuable technique for describing linkages (Hair et al., 2016). Gefen et
data by arranging and summarizing data al. (2000) define SEM as a second-
in a simple and clear manner (Cooper & generation multivariate analysis
Schindler, 2014). In the present study, for theory testing and extension,
the descriptive statistics describe the the technique assists in testing or
state of online food delivery. Likewise, validating a theoretical model. Since
inter-item correlation shows relationship this paper intended to investigate
among variables. online food delivery intention applying
UTAUT model, the Covariance Based
It is shown in table 1 that BI (Behaviour SEM was applied with IBM AMOS 23
Intention) is positively related to perfor- version. The SEM model is estimated
mance expectancy, effort expectancy, with measurement model and structural
social influence, and facilitating condi- model.
tions (γ = 0.763, p < 0.01; γ = 0.733, p
< 0.01; γ = 0.751, p < 0.01, γ = 0.728, Measurement Model
p < 0.01 respectively). According to the According to Ringle et al. (2015),
results, performance expectancy (PE), reliability analysis, convergent validity,
effort expectancy (EE), social influence and discriminant validity are three

85
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

Figure 2. Measurement Model

major criteria for measurement model Reliability

reliability and validity. To estimate With a cut-off value of 0.7, composite
measurement model, this study reliability (CR) and Cronbach's alpha
employed model fitness indicators, were measured. CR and Cronbach's
reliability and validity of measures. alpha were both greater than 0.70
This paper estimated measurement (Ringle et al., 2015), supporting the
model as a whole to estimate the factor model's reliability. The Cronbach's
loadings of different items. The factor Alpha ranges from 0.816-0.839, and
loadings less than 0.50 is indicated to the Composite Reliability ranges
be excluded from the study (JÖreskog from 0.82-0.839 in table 3. As all
& Sorbom, 1993). estimated Cronbach's Alpha values
and Composite Reliability values are
Model Fitness greater than 0.60, the measurement
model appears to be reliable (Hair et
Model fit is the term used to describe
al., 2016).
a model that suggests relationships
between variables in a dataset. To
estimate structural model, the different Validity
model fitness indicators should be The average variance extracted (AVE)
satisfied such as CMIN/df, RMSEA, value of the measurement model is used
GFI, AGFI, PCFI and PNFI (Gaskin, in this study to evaluate the convergent
2021). Since the threshold value of each validity of the model. When constructs
indicator is shown together with their have an average variance extracted
observation values, it satisfies model (AVE) value close to or higher than
fitness. 0.5, convergent validity is said to be

86
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

Table 2
Model Fitness Indicators
Fit Indicators Authors Threshold values Observation values
CMIN/df Hair et al. (2009) <3 2.960
RMSEA Meyers et al. (2005) < 0.5 0.084
GFI Segars and Grover (1993) > 0.90 0.868
AGFI Hair et al. (2016) > 0.80 0.820
PCFI Meyers et al. (2005) > 0.50 0.762
PNFI Meyers et al. (2005) > 0.50 0.738
Note. Calculations based on the Survey, 2022

Table 3
Reliability and Validity of Measurement Model
Measurements and Items Factor Loadings Average Composite Cronbach's
Variance Explained Reliability Alpha

Facilitating Conditioning
FC1 0.852
FC2 0.706 0.630 0.839 0.839
FC3 0.826
Behaviour Intention
BI1 0.818
BI2 0.889 0.712 0.881 0.877
BI3 0.823
Social Factors
SF1 0.792
SF2 0.805 0.533
SF3 0.799 0.873 0.872
SF4 0.782
Effort Expectancy
EE1 0.778
EE2 0.781 0.623 0.868 0.867
EE3 0.811
EE4 0.786
Performance Expectancy
PE1 0.710
PE2 0.760 0.533 0.82 0.816
PE3 0.731
PE4 0.717

Note. Calculations based on the Survey, 2022

87
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

Figure 3. Structural Model

established. In table 3, all AVE values Structure Model

range from 0.533 to 0.722, proving the The structural model estimates each
convergent validity of the model (Hair et potential dependency based on path
al., 2010). analysis (Bagozzi et al., 1991). Structural
equations are used to express the
Discriminant Validity relationships in the proposed structural
According to Bagozzi et al. (1991), model.
discriminant validity is the degree to which
one concept's indicators differ from those BI= Behaviour Intention; PE= Perceived
of another. To test discriminant validity, Ease of Use; EE= Effort Expectancy;
Fornell and Larcker's criteria were used. SI= Social Influences; FC= Facilitating
As long as there is a negative correlation Conditioning
between items within constructs,
discriminant validity is assured (Fornell & The table 4 shows the result of the
Larcker, 1981). As shown in Table 4, the proposed hypotheses. First, H1
diagonal values (square roots of AVEs) examines whether the performance
are significantly more significant than the expectancy has a significant positive
correlation coefficients, demonstrating influence on behaviour intention for
adequate discriminant validity. online food delivery services. The

88
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

Table 4
Discriminant Validity (Fornell’s and Larker Criteria)
Constructs 1 2 3 4 5
1. Behaviour Intention 0.794
2. Performance Expectancy 0.763 0.844
3. Effort Expectancy 0.733 0.838 0.794
4. Social Influence 0.751 0.756 0.792 0.789
5. Facilitating Condition 0.728 0.668 0.759 0.763 0.730
Note. Calculations based on the Survey, 2022

Table 5
Hypotheses Testing
Hypotheses Estimate S.E. C.R. P Label
1. BI <---PEU 0.555 0.07 7.84 *** Significant
2. BI<---EE 0.005 0.04 0.10 0.916 Not significant
3. BI<---SI 0.324 0.05 5.80 *** Significant
4. BI<---FC 0.371 0.04 7.98 *** Significant
Note. Calculations based on the Survey, 2022;

result shows that PE has a significant =0.371, p<0.05). Therefore, H4 was

influence on BI (β =0.555, p<0.001). supported. The paper can summarize
Therefore, H1 was supported. Second, the econometric model as;
H2 examines whether effort expectancy
has a significant influence on behaviour Behavioural Intention (Y) = β0+ 0.555
intention to online food delivery (performance expectancy) + 0.005 (effort
services. However, the result shows expectancy) + 0.324 (social influence) +
EE has no significant influence on BI 0.371 (facilitating conditions)
(β =0.005, p>0.05). Thus, the H2 was
not supported. Third, H3 investigates Discussions
whether social influences have positive First, the aim of this study was to investigate
influence on behaviour intention for the influence of performance expectancy
online food delivery services. The finding on behaviour intention of online food
shows that SI has a significant influence delivery services in Kathmandu valley.
on BI (β =0.324, p<0.01). Therefore, Performance expectancy significantly
the H3 was supported. Finally, H4 influences behaviour intention in this
examines whether facilitating condition study. It is consistent with the findings
has a significant positive influence of previous studies (e.g., Terhrani et al.,
on behaviour intention for online food 2014; Venkatesh et al., 2003; Venkatesh
delivery service. The findings show that et al., 2016). It suggests that consumers
FC has a significant influence on BI (β who ordered online food would intend to

89
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

order it again. The findings of this study of online food delivery services in
are consistent with the UTAUT theoretical Kathmandu Valley. This study found that
framework (e.g., Venkatesh et al., 2003; facilitating conditions have no significant
Venkatesh et al., 2016; Williams et al., influence on behaviour intention. This
2015). implies that facilitating conditions are not
required to help customers because the
Second, the intent of the study was market for online food delivery services
to investigate the influence of effort in Nepal is new. In addition, consumers
expectancy on behaviour intention are also unfamiliar with the standard of
of online food delivery services in services provided to them online.
Kathmandu valley. This study found
that effort expectancy has a significant
Conclusion and
influence on behaviour intention. It is
Implications
consistent with the findings of previous
studies (e.g., Venkatesh et al., 2003; In Nepal, online food ordering is a
Venkatesh et al., 2011; Yuan et al., relatively recent phenomenon, and it has
2016). Consumers' ease with online been growing worldwide. As the internet
food delivery services might lead to their has developed and become more
behavioural intention to order food online. accessible, businesses have been forced
This finding is aligned with the theoretical to address another consumer need,
framework of UTAT (Venkatesh et al., delivering food to consumers' doorsteps.
2003; Venkatesh et al., 2012). The consumer landscape must be better
understood since e-commerce can affect
Third, the study examined the influence the economy, businesses, and quality
of social influences on the behaviour of life. The purpose of this study is to
intention of online food delivery services examine factors influencing behaviour
in the Kathmandu valley. A significant intentions toward online food delivery
influence of social influence on behaviour services in the Kathmandu valley.
intention was found in this study. It is Online food delivery services influence
consistent with the findings of previous behavioural intentions in several ways
studies (e.g., Venkatesh et al., 2003; such as performance expectancy, social
Venkatesh et al., 2012). The results influences, and facilitating conditions. The
suggest that people make behavioural growing use of online food in Kathmandu
choices regarding online foo d delivery in valley among graduate students is a sign
response to peers' confirmation of those of the promising field of online shopping
services. It aligns with the assumptions in Nepal. Paying attention to behaviour
of UTAT theory (Venkatesh et al., 2003; intention is essential for both retailers
Williams et al., 2015). and customers in this scenario.

Finally, the objective of the research was Theoretical implication: This study
to examine the influence of facilitating applied UTAT as a theoretical framework
conditions on the behaviour intention for the study of intention of online food

90
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

delivery services. It shows that PE, SI by ensuring that products are delivered
and FC have a significant influence on effectively, quickly, and on time. In
BI. The UTAT theory has been tested addition, this research may be expected
in different context and reconfirmed its to have implications for providing food
external validity. This study could provide delivery training to the team. It is also
critical juncture for researcher because possible to improve delivery channels,
EE has no significant influence on BI in vehicles, and address notation in
food delivery services in Nepali context. order to improve the delivery of goods.
Furthermore, online retailers and
Managerial implication: The study vendors can enhance delivery services
aimed at identifying factors critical to by training delivery staff, expanding
the intention of online food delivery delivery networks, improving the online
services. E-commerce platforms can order-taking procedure with correct
be fully realized if we understand the addressing notation technology,
consumer landscape better. Our study properly packaging food or products
provides some useful implications for based on their nature.
these platform managers. Performance
expectancy, social influence, and Direction for the Further Research.
facilitating conditions determine Our study examined online food
behaviour intention. As a result, managers delivery service behaviour intentions in
should devise policies allowing users to Kathmandu valley. There is a possibility
order and receive all their food together, that the findings may not apply to the
even if they buy it from multiple vendors. entire population. It was not possible to
Managers should find creative ways to include all factors affecting the intention
reduce negative perceptions. By creating to use OFD services in the study.
an easy rating system to monitor riders' Moreover, it lacks diversity in terms of
correct use of PPE, these perceived risks sample size. The Kathmandu valley is
may become less relevant. the only part of Nepal surveyed, so it
does not represent the entire country.
Additionally, these findings may The study could be expanded to
have intriguing implications for include other urban areas where OFD
food businesses (e.g. restaurants) services are available. Furthermore,
and policymakers. It is crucial that structured questionnaires were used to
food venues, especially takeaways, collect data in this study. To elicit richer
make the most of OFDs by creating responses, future researchers could
dedicated channels for customer combine quantitative and qualitative
service to enhance OFD operations. data (personal interview) or use focus
By introducing and implementing groups. Likewise, researchers could
specific regulations, policymakers and examine how consumer behaviour
authorities should maintain a high level differs among individuals. Individuals
of service quality. This method can also behave differently online due to
be used to manage delivery services individual differences. Finally, this

91
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

study found facilitating conditions as recommended to study the framework

non-significant variable. To increase in different population with specific food
the generalizability of result, it is delivery service providers.

Funding
The authors declared that they received no funding or financial support from any funding
agencies for the research.
Conflict of interest
The authors declared having no conflict of interest in the research work.

References
AbuShanab, E., & Pearson, J.M. (2007). Internet banking in Jordan: The unified theory
of acceptance and use of technology (UTAUT) perspective. Journal of Systems and
Information Technology, 9(1), 78-97. https://doi.org/10.1108/13287260710817700
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human
Decision Processes, 50(2), 179-211.https://doi.org/10.1016/0749-5978(91)90020-T
Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile
banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal
of Information Management, 37(3), 99-110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002
Bagozzi, R.P., Yi, Y., & Phillips, L.W. (1991). Assessing construct validity in organizational
research. Administrative Science Quarterly, 421-458. https://doi.org/10.2307/2393203
Brown, S., & Venkatesh, V. (2005). Model of adoption of technology in households: A baseline
model test and extension incorporating household life cycle. MIS Quarterly, 399-426. https://
doi.org/10.2307/25148690
Cai, S., & Jun, M. (2003). Internet users’ perceptions of online service quality: A comparison of
online buyers and information searchers. Managing Service Quality: An International Journal,
13(6), 504-519. https://doi.org/10.1108/09604520310506568
Chopdar, P.K., Korfiatis, N., Sivakumar, V.J., & Lytras, M. D. (2018). Mobile shopping apps adoption
and perceived risks: A cross-country perspective utilizing the unified theory of acceptance and
use of technology. Computers in Human Behaviour, 86,109-128. https://doi.org:/10.1016/j.
chb.2018.04.017.
Collier, J. E., & Kimes, S. E. (2013). Only if it is convenient: Understanding how convenience
influences self-service technology evaluation. Journal of Service Research, 16(1), 39-51.
https://doi.org/10.1177/1094670512458454
Cooper, D.R., & Schindler, P.S. (2014). Business Research Methods. 12th Edition, McGraw
Hill International Edition, New York.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology:
A comparison of two theoretical models, Management Science, 35(8), 982-1003. https://doi.
org/10.1287/mnsc.35.8.982
Devkota, N., Bijukshe, A., Pokhrel, L., Paudel, U. R., & Parajuli, S. (2021). Factors
influencing attitude toward online advertising in Kathmandu valley. PYC Nepal Journal of
Management, 14(1), 17-30. https://doi.org/10.3126/pycnjm.v14i1.41020
Dwivedi, Y.K., Khoumbati, K., Williams & Lal, B. (2007). Factors affecting consumers’
behavioural intention to adopt broadband in Pakistan, Transforming Government: People,
Process and Policy, 1(3), 285-297. https://doi.org/10.1108/17506160710778112
Farah, M. F., Hasni, M. J. S., & Abbas, A. K. (2018). Mobile-banking adoption: Empirical evidence
from the banking sector in Pakistan. International Journal of Bank Marketing, 36(7), 1386-1413.
https://doi.org/10.1108/IJBM-10-2017-0215
92
 Factors Affecting Behavioural Intention of Online Food Delivery Services... : Pokhrel and Shah

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and
measurement error: Algebra and statistics.
Gaskin, J. (2021). Model Fitness. Gaskination's Stat Wiki, http://statwiki.gaskination.com
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modelling and regression:
Guidelines for research practice. Communications of the Association for Information
Systems, 4(1), 7. https://doi.org/10.17705/1CAIS.00407
Hair, H., JF, H., GTM, R. C., & Sarstedt, M. (2016). A primer on partial least squares structural
equation modeling (PLS-SEM).
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R. (2010). Multivariate data analysis: A global
perspective. Pearson Prentice Hall.
Hew, J. J., Lee, V. H., Ooi, K. B., & Wei, J. (2015). What catalysis mobile apps usage intention: An
empirical analysis. Industrial Management & Data Systems. http://dx.doi.org/10.1108/IMDS-01-
2015-0028.
Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS
command language. Scientific software international.
Katawetawaraks, C., & Wang, C. L. (2011). Online shopper behaviour: Influences of online
shopping decision, Asian Journal of Business Research, 1(2). Available at SSRN: https://ssrn.
com/abstract=2345198
Kothari, C. R. (2004). Research methodology: Methods and technique. New Age International.
Lu, J., Liu, C., Yu, C.S., & Wang, K. (2008). Determinants of accepting wireless mobile data services
in China. Information & Management, 45(1), 52–64. https://doi.org/ 10.1016/j.im.2007.11.002.
Olorunniwo, F., Hsu, M.K., & Udo, G.J. (2006). Service quality, customer satisfaction, and
behavioural intentions in the service factory. Journal of Services Marketing, 20(1), 59-72. https://
doi.org/10.1108/08876040610646581
Pokhrel, L. (2021). Social media adoption intention among undergraduate business schools
students in Kathmandu valley: A structural equation modelling (SEM) approach. Quest Journal
of Management and Social Sciences, 204-216.
Pokhrel, L. (2022). Intention of social media adoption among undergraduate students of business
schools in Kathmandu valley. Journal of Business and Management Research, 34-48. https://
doi.org/10.3126/jbmr.v4i01.46681
Pallant, J. (2020). SPSS survival manual: A step by step guide to data analysis using IBM SPSS.
Routledge. https://doi.org/10.4324/9781003117452
Pigatto, G., Machado, J.G.D.C.F., Negreti, A.D.S. & Machado, L.M. (2017). Have you chosen
your request? Analysis of online food delivery companies in Brazil. British Food Journal,
119(3), 639-657. https://doi.org/10.1108/BFJ-05-2016-0207
Rajbhandari, S. M. (2022, 3 3). The business of delivering food. The Record: https://www.
recordnepal.com/the-business-of-delivering-food
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps
(FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer
Services, 51, 221-230. https://doi.org/10.1016/j.jretconser.2019.05.025
Reich, T., Kupor, D. M., & Smith, R. K. (2018). Made by mistake: When mistakes increase product
preference. Journal of Consumer Research, 44(5), 1085-1103. https://doi.org/10.1093/jcr/
ucx089
Ringle, C., Da Silva, D., & Bido, D. (2015). Structural equation modeling with the smartpls. Brazilian
Journal of Marketing, 13(2). https://ssrn.com/abstract=2676422
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The
moderating role of moral obligation in meal preparation. International Journal of Information
Management, 47, 262-273. https://doi.org/10.1016/j.ijinfomgt.2018.09.017
Saad, A.T. (2021). Factors affecting online food delivery service in Bangladesh: An empirical study.
British Food Journal, 123(2), 535-550. https://doi.org/10.1108/BFJ-05-2020-0449

93
 Journal of Business and Social Sciences Research: Vol. VII, No. 2 : Dec 2022

Segars, A. H., & Grover, V. (1993). Re-examining perceived ease of use and usefulness: A
confirmatory factor analysis. MIS Quarterly, 517-525. https://doi.org/10.2307/249590
Singh, M., & Matsui, Y. (2018). What drives e-book use: A comparative study of paper-based books
and e-books in Japan. International Journal of Business and Information, 13(4), 505-534.
doi:10.6702/ijbi.201812_13(4).0005
Saarijärvi, H., Mitronen, L., & Yrjölä, M. (2014). From selling to supporting–Leveraging mobile
services in the context of food retailing. Journal of Retailing and Consumer Services, 21(1), 26-
36. https://doi.org/10.1016/j.jretconser.2013.06.009
Sthapit, A., & Sthapit, M. (2022 November, 5-6). Impact of digital marketing tools on building brand
awareness [Conference paper]. 10th WWA International Conference on ‘Emotional Intelligence
and Management of Human Resources, Information Technology, Cooperatives, and Positive
Mental Health for World Peace in the Pandemic-affected Era.’ Organised by World Without
Anger, Global Peace Foundation, World Emotional Literary League (USA), EQ4Peace (USA),
Nepal Open University, Pacific University (India), Universiti Malaya (Malaysia), and Kathmandu
Business Campus, Nepal.
Tehrani, K., & Michael, A. (2014). Wearable technology and wearable devices: Everything you
need to know. Wearable Devices Magazine, 26. http://www.wearabledevices.com/what-is-a-
wearable-device.
Tarhini, A., Alalwan, A.A., Shammout, A.B. & Al-Badi, A. (2019). An analysis of the factors
affecting mobile commerce adoption in developing countries: Towards an integrated
model, Review of International Business and Strategy, 29(3), 157-179. https://doi.
org/10.1108/RIBS-10-2018-0092
Tsang, P.M. and Tse, S. (2005). A hedonic model for effective web marketing: an empirical
examination Industrial Management & Data Systems, 105(8), 1039-1052. https://doi.
org/10.1108/02635570510624437
Vaidya, R., & Yogi, S. (2021). Opinion on service performance (SERVPERF) of online shopping
delivery in Nepal. ARRUS Journal of Social Sciences and Humanities, 94-102. https://doi.
org/10.35877/soshum630
Venkatesh, V., Thong, J.Y., Chan, F.K., Hu, P.J.H., & Brown, S.A. 2011. Extending the two-
stage information systems continuance model: Incorporating UTAUT predictors and the
role of context. Information Systems Journal, 21(6), 527-555. https://doi.org/10.1111/
j.1365-2575.2011.00373.x
Venkatesh, V., Thong, J.Y., & Xu, X. (2012). Consumer acceptance and use of information
technology: Extending the unified theory of acceptance and use of technology. MIS
Quarterly, 157-178. https://doi.org/10.2307/41410412
Venkatesh, V., Morris, M.G., Davis, G.B., & Davis, F.D. (2003). User acceptance of information
technology: Toward a unified view. MIS Quarterly, 425-478. https://doi.org/10.2307/30036540
Williams, M.D., Rana, N.P., & Dwivedi, Y.K. (2015). The unified theory of acceptance and
use of technology (UTAUT): A literature review. Journal of Enterprise Information
Management, 28(3), 443-488. https://doi.org/10.1108/JEIM-09-2014-0088
Yeo, V. C. S., Goh, S.K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral
intention toward online food delivery (OFD) services. Journal of Retailing and Consumer
Services, 35, 150-162. https://doi.org/10.1016/j.jretconser.2016.12.013
Yuan, S., Liu, Y., Yao, R., & Liu, J. (2016). An investigation of users’ continuance intention
towards mobile banking in China. Information Development, 32(1), 20-34. https://doi.
org/10.1177/0266666914522140

94
View publication stats