2A 2 Final Research Paper YaotoSaavedraBinasChingNuenay

ATENEO DE DAVAO UNIVERSITY
SCHOOL OF BUSINESS AND GOVERNANCE
Consumers attitudes of Ateneo de Davao students towards
mobile online food delivery
A Research Paper Submitted to the Faculty of the
Undergraduate Business and Governance in Fulfilment of the
Requirements of the Marketing Research
Biñas, Nick Anthony
Ching, Richmond
Nuenay, Mikaela
Saavedra, Maria Cielo
Yaoto, Ryan
2021
ii
ABSTRACT
The study identified the consumers' attitudes regarding the mobile online
food delivery services and understand the variables affecting their perception. It
will benefit the mobile online food delivery service providers identify the different
behaviors and variables that affect and influence the customers' buying intention.
The study took place in Davao City and is limited to the enrolled students of
Ateneo de Davao University who use mobile applications of online food delivery
services. Stratified and snowball sampling was used in selecting the respondents.
Furthermore, the data was processed using Pearson-r correlation, and multiple
regression analysis as statistical tools.
The Ateneo de Davao Students preferred mobile food delivery app Food
Panda as the most preferred. A very high level of Perceived Usability in using
mobile applications for online food delivery. A very high level of Perceived
Advantage in terms of using mobile applications for online food delivery. A very
high level of Facilitating Conditions using mobile applications for online food
delivery. Finally, a very high level of trust in using mobile applications for online
food delivery. Perceived usability, perceived Advantage, facilitating conditions, and
trust have a significant relationship with consumers' attitudes towards mobile
online food delivery. Lastly, only trust significantly influence consumer's attitudes
towards mobile online food delivery.
Keywords: Attitude, Facilitating Conditions, Perceived Usability, Perceived

Advantage, Technology, Trust
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ACKNOWLEDGEMENT
Without the combined efforts of these key persons, this study would not
have been feasible. As a result, it is important to note their significant contributions:
To Dr. Rodilina B. Marte, DBA, the researchers' Marketing Research and
Thesis Writing professor, respectively, for the assistance and advice essential in
completing this academic research.
To Dr. Jenner Y. Chan, DBM, the researchers' Research Adviser, for the
patience, guidance, words of inspiration, and support to help overcome
challenges.
To Dr. Danilo M. Te, DBA, Dr. Felicitas Cruz, DBA, and Ms. Donna Vida
M. Abrina, MBA the researchers' panel, for their expertise and shared insights to
improve this academic research.
To the research respondents for their time and participation in making this
research possible with their valuable input.
To the researcher's parents who supported financially and served as a
source of encouragement and inspiration.
Above all else, to our Almighty Father, for giving us strength, wisdom, and
blessings in this endeavor that helped pursue the end goal of the study. All of these
are dedicated to all of them.

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TABLE OF CONTENTS
COVER PAGE i
Abstract ii
Acknowledgement iii
Table of Contents iv
List of Tables vii
List of Figures viii
CHAPTER I: INTRODUCTION
Background of the Study 1
Theoretical Framework 3
Technology Acceptance Model 3
Innovation Diffusion Theory 4
Decomposed Theory of Planned Behavior 4
Expectancy Value Model 6
ABC Model of Attitude 6
Conceptual Framework 7
Statement of the Problem 10
Hypothesis of the Study 11
Significance of the Study 11
Scope and Limitations of the Study 12
Definition of Terms 13
CHAPTER II: REVIEW OF RELATED LITERATURE
Perceived Usability 14
Facilitating Conditions 14
Perceived Advantage 17
Trust 17
Attitude 18
ABC Model of Attitude 20
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Synthesis 24
CHAPTER III: METHODOLOGY
Research Design 25
Data Gathering and Procedures 26
Research Locale 26
Respondents of the Study 27
Sampling Procedure 27
Sample Size 28
Research Instrument 28
Statistical Treatment 32
Ethical Considerations 33
CHAPTER IV: RESULTS AND DISCUSSION
Demographic Profile of Respondents 35
Level of perceived usability of using mobile applications for online 37
food delivery
Level of perceived advantage of using mobile applications for online 39
food delivery
Level of Facilitating Conditions of using mobile applications for 41
online food delivery
Level of Trust of using mobile applications for online food delivery 43
Level of Favorability of using mobile applications for online food 45
delivery
Correlation Matrix 47
Consumers Attitudes Towards Mobile Online Food Delivery 48
CHAPTER V: SUMMARY, CONCLUSION, AND RECOMMENDATION
Summary of Findings 53
Conclusion 54
Recommendation 55
References 57
vi
Appendices
Survey Questionnaire 62
Questionnaire Validation Sheets 66
Curriculum Vitae 72
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LIST OF TABLES
TABLE NO. PAGE NO.
Table 1: Variables Literatures 8
Table 2: Distribution of Respondents to Each Department 28
Table 3: Level of Perceived Usability 29
Table 4: Level of Perceived Advantage 30
Table 5: Level of Facilitating Conditions 30
Table 6: Level of Trust 31
Table 7: Level of Favorability 32
Table 8.1: Age 35
Table 8.2: Sex 36
Table 8.3: School Department 36
Table 8.4: Mobile Food Delivery App 36
Table 9: Level of Perceived Usability 38
Table 10: Level of Perceived Advantage 40
Table 11: Level of Facilitating Conditions 42

Table12: Level of Trust 44
Table 13: Level of Favorability 47
Table 14: Correlation Matrix 48
Table15: Test of Normality 50
Table 16: VIF 50
Table 17: Model Summary 51
Table 18: ANOVA 51
Table 19: Coefficients 52
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LIST OF FIGURES
FIGURE NO. PAGE NO.
Figure 1: Schematic Diagram 7
Figure 2: The Slovin’s Formula 27
Figure 3: Model Adequacy Plots 49

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Chapter I
INTRODUCTION
This chapter includes the background of the research, theoretical and
conceptual framework, statement of the problem, objectives of the research,
hypothesis of the research, the significance of the research, scope, and limitations,
and definition of terms.
Background of the study
Mobile applications have opened many entries for today's marketing.
Around the Globe, there are 4.66 billion internet users worldwide, and the number
is multiplying day by day (Clement, 2020). While the Internet's capabilities become
more complicated than before, marketing, accounting, advertising, educating
habits and methods also change simultaneously. Online shopping is a new
developing business, by which customers can reach the products on the Internet,
and sellers can reach customers in the same way. It becomes possible to compare
products, compare prices, and shop from various magazines simultaneously. E
commerce has already gone beyond its definition (Jones, 2013).
One of the branches of E-commerce is food delivery services. The rise of
online food delivery services changed the way consumers and food suppliers
interact. With this, online food delivery is a global trend with different countries
worldwide and has at least one central platform for food delivery. Some reports
that most Chinese university students use their app called Eleme; they said that it
saves time, is convenient and can provide options tastier than the canteen meals
(Li & Zhang. 2018). Moreover, the Philippines also has an online food delivery
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system. The most visited online food delivery website in the Philippines is'
FoodPanda, LaLaFood, GrabFood, and Zomato' has shared the user statistics of
2018. FoodPanda now delivers food in Mindanao; in May 2018, FoodPanda Davao
City started delivering food from over 40 restaurants partnered directly to
customers' doors. However, there are issues with online food delivery services in
the Philippines. Some people order a lot of food and immediately cancel their
orders, which causes the drivers of the food delivery services to waste their money
and effort for the customers that they are serving. Moreover, food stores registered
to the online food ordering website take much time to confirm their order. This
problem also exists even in Davao City, and other issues are the availability of
restaurants in these delivery services and the availability of the menu of such food
places. Secondly, the modes of payments. Some customers prefer to pay online
rather than cash, and other food chains and delivery services do not offer this kind
of payment method.
This study is conducted for Ateneo de Davao University students to help
them solve the problems/struggles regarding the mobile online food delivery
application in terms of consumers' buying intention, especially on the ongoing
Covid-19 pandemic. Furthermore, this study is being conducted to know the
preferences and opinions of Ateneo de Davao University students who order food
online towards mobile online food delivery services.

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Theoretical Framework
During the global 2020 COVID-19 outbreak, online food delivery benefits
were evident as it facilitated consumer access to prepared meals and allowed food
suppliers to retain operation to prepare meals (Li, Mirosa & Bremer, 2020). The
study used five theories which are Technology Acceptance Model for the variable
perceived Usability and facilitating conditions, Innovation DiffusionTheory for the
variable perceived Advantage, Decomposed Theory of Planned Behavior for the
variable trust, and The Expectancy-Value Model and ABC Model of Attitudes for
the dependent variable attitude towards online food delivery.
The technology acceptance model (TAM) shows the user's acceptance and
use of technology (Davis, 1986, as cited in Huni et al., 2020). The technology
acceptance model (TAM) concentrates on the factor perceived Usability and
facilitating condition, which describes the individual beliefs that technology can
increase their work performance (Davis et al., 1989 as cited in Huni et al., 2020).
A person's tendency to use or not to use technology is shaped by his/her
expectation that technology can increase job efficiency. It implies reducing the time
needed to do the job and having better efficacy and accuracy (Teo, 2009 as cited
in Huni et al., 2020). The facilitating condition applies to which a person assumes
an organizational and technological infrastructure to support a system's use.
(Venkatesh et al., 2003 as cited in Hamzat & Mabawonku, 2018). Facilitating
Conditions such as the availability of resources, expertise, and technological
infrastructure may play an essential role in online food delivery, given that a person
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thinks that using a system will increase his job performance (Hamzat &
Mabawonku, 2018). The Technology Acceptance Model (TAM) believes that
people would have a positive attitude toward technology if they viewed the
technology as easy to use and useful (Huni et al., 2020).
Roger's 1983 theory about innovation diffusion considers at a single level
as a process influenced by actions taken to minimize uncertainty by potential
adopters (Li, Mirosa, & Bremer, 2020). The innovation diffusion theory (IDT)
concentrates on the factor of perceived Advantage. Perceived Advantage is "The
degree to which innovation is perceived as better than the idea it substitutes"
(Rogers, 2003 as cited in Li, Mirosa, & Bremer, 2020). From Rogers' point of view,
what matters is for individuals to see if innovation is more advantageous than
whether that innovation is objectively better. The greater an innovation has a
perceived relative advantage, the quicker its rate of adoption becomes. The degree
of relative advantages needs to be measured economically and consider other
aspects such as the social prestige factors (Rogers, 2003 as cited in Li, Mirosa, &
Bremer, 2020).
Taylor and Todd (1995) presented the decomposed theory of planned
behavior (DTPB), a planned behavior theory intended to clarify technology use.
The theory supposes that people still reason when people decide to use modern
technologies and are determined to use the information they get. The innovative
perspective diffusion presented uses the factors of individual characteristics,

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information sources, and communication channels to determine the intention of
technology adoption and actual use (Jouda et al., 2020). Trust is recognized as a
significant factor in forecasting users' perception and intention to adopt such
technologies. Perceived trust involves individual readiness to take on such
behaviors without having any prior experience or awareness about the endeavor.
Trust has been perceived as a critical constraint to adopting online and mobile
services (Jouda et al., 2020).
The e-commerce industry, over the last decade, has witnessed rapid growth
as clients switch and become more digital. This change in how customers
purchase was driven by a wide range of diverse factors, some of which are market
or country dependent, others occur due to global changes (Li, Mirosa, & Bremer,
2020). Alalwan, cited in Vishal Jain, 2014, found that food delivery platforms
rendered ordering food more appealing by reducing the impression of waiting time.
It also helps decrease the costly call charges incurred when customers call the
store to inquire about their order status minimizing transaction costs. Operators of
food delivery platforms have developed a new technological paradigm for food
delivery services that allows customers to connect through a mobile app to different
local restaurants and food providers. Quick search features allow consumers to
add to their shopping cart the meals they want to order. Depending on their
assigned location, customers can be informed of an approximate delivery time
instantly, or they can determine their desired delivery time.

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The Expectancy-Value model recognizes the variable attitude towards
online food delivery. Attitudes are characterized by Baron & Byrne (1984) as
relatively lasting clusters of feelings, beliefs, and behavioral tendencies directed
towards specific individuals, concepts, objects, or groups. One is presented by
Rosenberg (1956) among the early expectation-value models, in which he
indicates that the 'value importance' and 'perceived instrumentality' are distinct and
probably manipulable dimensions of cognitive structures linked to attitude. It is
widely accepted that attitude can be understood as a comprehensive assessment
of an object of attitude. This model contains two components, the probability of
'expectation' for each belief and the value or effect associated with each belief
(Calder & Ross 1972, as cited in Chen et al., 2020). Fishbein & Ajzen (1975) argue
that the attitude model of expectancy value indicates that an individual holds
several beliefs about an object of attitude. An object is perceived as having many
attributes. The role of third-party food delivery service providers is advantageous
to the parties involved. They will bring a new revenue stream to restaurants without
increasing the number of seats or employees. When customers choose to order
meals, they have more options and can access relevant information, such as
restaurant feedback and reviews (Chen et al., 2020).
ABC model is one of the most listed attitude models (Eagly & Chaiken,
1998) (Van den Berg et al., 2006, cited in Vishal Jain, 2014). ABC model implies
that there are three factors of attitude, affect, behavior, and cognition. The effect
factor refers to the person's feelings regarding an attitude object, whereas the
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factor behavior refers to the individual's intention and the factor cognitive refers to
a person's belief of an attitude object. The emotional response, such as love or
devaluation to an attitude object, is the influential factor. A person's attitude
towards an object cannot be decided only by defining his beliefs because emotion
works with an object's cognitive process. The behavioral factor is a verbal or
accessible (nonverbal) portion (Wicker 1969 as cited in Vishal Jain, 2014). An
individual's behavioral tendency consists of actions or measurable responses that
are the outcome of an attitude object. It includes the response of individuals
(favorable/unfavorable) to do something about the attitude object. The cognitive
factor is an assessment entity that constitutes the opinion, such as the belief or
disbelief of a person upon the object (Vishal Jain, 2014).
Conceptual Framework
Figure. 1 table illustrates the independent variables and dependent
variables of the study. The independent variables pertain to the Perceived
Usability, Perceived Advantage, Facilitating Conditions, and Trust. The dependent
variable is attitudes towards online food delivery.
Figure 1 Schematic diagram

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Table 1
Variables Literature
Variables Related Literature
Perceived Usability The Technology Acceptance Model (TAM)
concentrates on the factor perceived Usability and
facilitating condition. The Technology Acceptance
Model (TAM) believes that people would have a
positive attitude toward technology if they viewed
the technology as easy to utilize and useful (Huni
et al., 2020). The Technology Acceptance Model
shows the user's acceptance and use of technology
(Davis, 1986, as cited in Huni et al., 2020).
Facilitating Conditions The Technology Acceptance Model (TAM)
concentrates on the factor perceived Usability and
facilitating condition, which describes the individual
beliefs that technology can increase their work
performance. The facilitating condition applies to
which a person assumes an organizational and
technological infrastructure to support a system's
use.
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Perceived Advantage The Innovation Diffusion Theory (IDT) concentrates
on the factor of perceived Advantage. Roger's 1983
theory about innovation diffusion considers at a
single level as a process influenced by actions
taken to minimize uncertainty by potential adopters
(Li, Mirosa, & Bremer, 2020).
Trust Taylor and Todd (1995) presented The
Decomposed Theory of Planned Behavior (DTPB),
a planned behavior theory intended to clarify
technology use. Trust is recognized as a significant
factor in forecasting users' perception and intention
to adopt such technologies. The theory supposes
that people still reason when people decide to use
modern technologies and are determined to use
the information they get.

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Statement of the problem
1. What is the respondent’s profile in terms of age, sex, and preferred Mobile
Application for online food delivery
2. What is the level of perceived Usability of using mobile applications for
online food delivery?
3. What is the level of the perceived Advantage of using mobile applications
for online food delivery?
4. What is the level of facilitating conditions of using mobile applications for
online food delivery?
5. What is the level of trust in using mobile applications for online food
delivery?
6. Is there a significant relationship between these factors perceived Usability,
perceived Advantage, facilitating conditions, and trust and consumers'
attitudes towards mobile online food delivery?
7. Do perceived Usability, perceived Advantage, facilitating
conditions, and trust significantly influence consumers' attitudes towards
mobile online food delivery?

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Hypothesis
The researchers formulated the following hypotheses to test the significant
difference in the respondent's experience if their profile is considered:
Ho1: There is no significant relationship between perceived usability, perceived
advantage, facilitating conditions, and trust and consumers' attitudes towards
Ho2: There is no significant influence between perceived Usability, perceived
Advantage, facilitating conditions, and trust and consumers' attitudes towards
The Significance of the Study
The study is imperative, especially to the viewpoints of the following:
Food Service Provider. This study may help mobile online food service providers
improve their services by identifying the different behaviors and variables that
affect and influence the customers' buying intention.
Customers of Food Service Provider. This study would benefit the customers in
the decision-making process since it provides them with a different perception of
choosing the mobile online food service.
Future Researchers. The study can serve as a future reference by other
researchers for their respective researchers taking the same topic or course. The
ideas in this study can help create relevant facts when testing the validity of their
related findings.
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Scope and Limitation
The study is to determine the Consumer's attitudes of Ateneo de Davao
students towards mobile online food delivery. The researchers gathered data on
the respondents' experiences and their attitudes towards mobile online food
delivery. The study focused on Ateneo de Davao students using any mobile online
delivery applications within Davao City in knowing the consumers' attitudes
regarding the services and understand the variables affecting their perception. The
researchers were limited solely to Ateneo de Davao University students who
utilizes mobile online food delivery applications. The researchers were limited to
access the list of names of the Ateneo de Davao students due to the hindrance of
the Data Privacy Act. The researchers were limited to conduct the survey in the
school premises and can only conduct it on online platforms due to the pandemic.
The results and findings of the study may help the online food delivery service
providers work upon the variables to fill up the consumers' mindsets gaps and
improve their offered services.

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Definition of terms
To better understand the paper, each term was operationally defined:
Attitude - is a person's feeling, beliefs, or perceptions about a product or service.
Attitude object - any judgment targets, including people, places, and things, that
have an attitude or opinion associated with it.
Facilitating Conditions - defined as the objective factors in the environment that
observers agree that make an act easy to accomplish.
Mobile Online food delivery - a software that allows restaurant businesses to
accept and manage orders placed over the Internet.
Perceived Advantage - having to use mobile applications that provide
convenience and flexible transactions.
Perceived Usability - the extent to which a person believes that it is free of
physical and mental effort in using a particular system.
Technology - New technological paradigm for mobile online food delivery services
that allows customers to connect through a mobile app to different local restaurants
and food providers.
Trust - to believe that someone is fair and honest and will not harm you or that
something is safe and reliable.

Chapter II
Review of Related Literature
This chapter includes different literature and studies related to the study.
Online food delivery has recently gained tremendous popularity due to
many advantages received by consumers when purchasing food online. Many
previous researchers have highlighted these advantages as a key factor in further
growing this industry. It has been observed that the attitude towards online food
production is dependent on the perceptions of easy to use and the technological
developments in food delivery (Serhat Murat Alagoz & Haluk Hekimoglu 2012 as
cited in Anupama Chirag Dave and Rinky Trivedi, 2019) as well as perceived
Usability, facilitating conditions, perceived Advantage, and trust.
Perceived Usability & Facilitating Conditions
Customer's view of online food purchasing reveals how comfortable it is to
use food apps. Also, the option of interpretation based on customer reviews is their
preferred choice for mobile food apps. The smart system has reduced paperwork
and time taken by a restaurant waiter to write down the order because technology
is used at any given point in time to deliver the food. In retrospect, these emerging
innovations focused on food orders have become a challenge for healthy dining.
This can be tailored to a balanced diet along with a custom diet plan (Preetha and
Iswarya, 2019).
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The technology acceptance model was used to access the user's computer
acceptance. It is determined by the intention and the influence of attitude,
perceived usefulness, and perceived Usability towards the choice to use (Lim,
Osman, Salahuddin, Romle, & Abdullah, 2016, Davis et al., 1989).
Chuttur (2009) and Davis (1985) articulated in the technology acceptance
model that the importance of perceived Usability and perceived usefulness can
predict a person's behavior. He also added that perceived Usability is the extent to
which a person believes that it is free of physical and mental effort in using a
particular system.
Perceived Usability is one of the critical factors of having online food delivery
since it uses the Internet. Online food delivery services use a website to
communicate with their clients through the Internet. Website usability contains the
ease in which a user can learn to use the system and memorize the functions, the
website's design, the scale of error avoidance, and the user's general satisfaction
(Flavián, Guinalíu, & Gurrea, 2006, Nielsen, 1994).
Considering that the online food delivery service uses wireless
communication devices to connect with the people, it is significant to facilitate
conditions to support the people in using their technology. Includes the availability
of training and providing support (Lu, Yu, & Liu, 2005., Triandis, 1979).
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Furthermore, facilitating conditions contribute to an organized way of
transacting electronically and compliance with those protocols that contribute to
best corporate practices for e-market participation (Patnasingam, Gefen & Pavlou,
2005).
Mobile applications are an important part of daily life today. High-speed
Internet connectivity, increased availability of smartphones, developments in
customized and interactive apps, and the fast pace of modern life have created a
fertile environment for mobile applications. Indeed, 90 percent of the time they
spend on their mobiles on smartphones is spent by the 2.7 billion smartphone
users around the world. The typical mobile users use 30 apps a month and nine
apps a day, altered the way they live and turning occasional use of the application
into everyday practice. Concentrating on food delivery, a third of US customers
spend more than USD 50 per order, and food orders placed through mobile apps
will amount to USD 38,000,000,000 by the end of 2020 (Daniel Belanche, Marta
Flavián, and Alfredo Pérez-Rueda, 2020).
However, if there are any problems, social uncertainty comes in the way.
Social tension is the uncertainty applied to any communication with other entities
since they are autonomous actors whose actions can never be wholly accounted
for. On the other hand, facilitating conditions build trust by removing nonsocial
uncertainty that is the technology's product (Patnasingam, Gefen, & Pavlou, 2005;
Gefen, 2000).
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Perceived Advantage
Technology has played a significant role in different fields, and recent
developments of the Internet have increased the e-commerce industries in various
countries worldwide. Ordering food online for people who prefer to get their food
delivered is seamless due to e-commerce development over time. Even though
some people still tend to take meals, other consumers prefer online food delivery
services since it is more convenient and hassle-free (Beliya et al., 2019).
Various studies revealed that online food ordering services were utilized by
most of the respondents (Saini, Sethu, 2016). Chaudhary & Rathore (2018)
mentioned that through e-commerce, people could easily select their desired
restaurant, choose their preferred food on the menu, and place their orders within
a few minutes. With just the use of electronic devices, and without going, they can
get their food delivered right on their doorsteps.
Trust
An e-vendor is an IT interface. It is a business entity with whom the
customers are economically engaged. Trust is crucial in many such transactional,
buyer-seller relationships, especially those containing an element of risk, including
interacting with an e-vendor (Reichheld & Schefter 2000).
Perceived trust entails individual readiness to take on certain behaviors
without having any experience or information about the endeavor. Trust has been
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identified as a critical hindrance in online and mobile services adoption (Kim &
Prabhakar, 2004).
Trust is an essential belief of maintaining social cooperation, and it is also a
necessary foundation for daily routine interaction (Zuker, 1986). Moreover, trust is
generalized loyalty, which includes substantial behavioral commitment and
emotional, cognitive dedication. In e-commerce, when consumers trust the internet
trading partner, it has a positive, beneficial effect on purchasing behavior. It
contributes to a positive, beneficial impact on the subsequent transaction or online
purchase behavior. The online trust influences the reliability of data from the
Internet and further affects the online purchase behavior intention (Novak, Hoffman
& Yung, 2000).
Attitude
Food retailers, reasons for encouraging consumers to purchase from an
online medium are essential. Several studies have shown that behavioral intention
and attitude in technological adoption are linked positively (Chang et al., 2012;
Ingham et al., 2015; Wagner et al., 2016 as cited in Rezaei et al., 2017). Due to
the comfort, usefulness, and other factors, customers generally use online services
(Kimes, 2011; Littler & Melanthiou, 2006; Saarijärvi et al., 2014, as cited in Rezaei
et al., 2017).
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Food is categorized as a low participation product, so customers do not
appear to remember the costs, implying that customers make food price decisions
rationally at a given time without considering past purchases (Monroe & Lee, 1999
as cited in Rezaei et al., 2017). The time-saving factor raises the value of the
services offered by minimizing the amount of time and energy the customer
extends to purchasing a product (Jeng, 2016 as cited in Rezaei et al., 2017).
Past research has shown that users can now access the Internet
conveniently. The convenience of online food delivery is the primary motivator
behind these services' (H. S. Sethu & Bhavya Saini, 2016 as cited in Anupama
Chirag Dave & Rinky Trivedi, 2019). Non-users of Online Food Delivery were
technically anxious to use the services while the users of Online Food Delivery
services provided them the much-needed supervision and comfort (Dave & Rinky
Trivedi, 2019). Thus, the system's convenience and ease of use are the main
factors in this industry's growth (Varsha Chavan et al., 2015 as cited in Anupama
Chirag Dave & Rinky Trivedi, 2019).
Researchers emphasize that attitude is distinguished because they can
guide customers as they build favorable or unfavorable feelings. That is why
colossal research has been conducted to define the elements contributing to the
attitude model. (Anupama Chirag Dave & Rinky Trivedi, 2019).
Rosenberg (1956) presents among the early expectation-value models that
"value relevance" and 'perceived instrumentality' are distinct and potentially

20
manipulable aspects of cognitive structures relevant to attitudes. Attitude has a
common acceptance that can be understood as a thorough evaluation of an
attitude object. This model consists of two components: the probability of
'expectancy' of each belief making up an attitude and the importance of 'value or
affect' associated with each belief (Calder & Ross 1972 as cited in Chen et al.,
2020). The Expectation-value attitude model argues that an individual has many
beliefs on the object of an attitude and is observed to have many attributes argued
by Fishbein & Ajzen (1975). The multi-attribute measurement model is one of the
most popular and established attitude models based on expected value. Fishbein
proposed the multi-attribute measurement model (1963). According to him, attitude
is an independent indicator of control for or against the object of attitude, which is
a function of belief strength and an evaluative aspect of each attribute (Chen et al.,
2020).
ABC Model of Attitudes
Due to its role in the consumer decision-making process, the attitude has
become an essential subject in consumer research (Dave et al., 2019). Long-term
sales stability, though, is not only about making a great product; it is about meeting
the needs of consumers, knowing what makes them tick, and communicating to
them in ways that make them want to participate. To do this, advertisers turn to a
range of papers, polls, and resources to understand one thing, the customer's
mindset.
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Social psychologists have assumed attitude, an umbrella terminology used
to represent concepts like (values, feelings, emotions, preferences, intentions,
opinion, expectation, judgment). (Bagozzi & Burnkrant 1979), However, Wicker
(1969) opposed that attitude has a lot to do with individuals' social actions and not
merely about internal factors, of which a concept like this affects consumers'
purchasing decisions acquired tremendous importance in market research.
These eminent researchers' characterization of attitude emphasizes that
perspective can direct consumers' behavior as they generate feelings that may be
favorable or unfavorable. Enormous research was carried out to identify the
components that contribute to the model's attitude generation. (Rosenberg, 1956)
created the 'Expectancy-Value Model,' which recommended 'value importance'
and 'perceived instrumentality' as dimensions to measure attitude.
One of the most cited models developed for perspective has been the ABC
model, which suggested that attitude has three elements, i.e., Affect, Behavior, and
Cognition (Eagly & Chaiken 1998; Van den Berg et al. 2006). According to
(Schiffman & Kanuk 2004), they created the CAC model, which suggested three
components formed attitude, i.e., Cognitive-Affective-Conative.
Among all these models mentioned above, the ABC model of philosophy
happens to be the most recognized one in the social psychology literature (Bohner
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& Dickel 2011; Crano & Prislin, 2006; Eagly & Chaiken 1993; Fazio & Petty 2008)
hence, this research has tried to measure attitude by utilizing 'ABC model.'
A further study conducted by Hong Lan et al. claimed that the market for an
online food distribution is still immature; some apparent issues can be seen from
customers' negative comments. Such as food delivery firms should provide
consumers with detailed information about their protection procedures, not only as
a simple feature but as a strategy to grow through customers and their platforms.
Managers need to understand that breaches of security are a concern for
customers. Investing in data protection, malware threat barriers, and providing
guidance on privacy policies will help users increase their expectations for security.
Not only should app developers comply with the minimum safety criteria laid down
by industry regulations, but they should also comply with the highest safety
standards for food delivery applications on the market (Daniel Belanche, Marta
Flavián, and Alfredo Pérez-Rueda, 2020). We may not necessarily rely on online
food delivery restaurants' self-discipline or the monitoring and management of
online food delivery platforms to solve these problems. They further suggested that
only by taking laws as the criterion, with the joined efforts of the online food delivery
platforms and restaurants, the government departments concerned, consumers,
and all parties in the society, can these problems be solved, and an excellent online
takeaway environment can be created.
Furthermore, Dave et al. (2019) claimed that in their study, respondents had
a moderately positive attitude towards the online food delivery system; in the
23
service sector, it is very vital to have a highly positive attitude to sustain in a
competitive environment. Therefore, it had carried out to understand which
component of attitude in the ABC model had the most influence on creating the
SEM attitude. SEM's findings identified affective components as the most
influential component, followed by behavioral and cognitive components of
attitude. The findings show that the moderately positive attitude towards OFD was
greatly affected by the affective component. The factors that significantly
contributed to creating a moderate attitude towards online food delivery had
identified as enjoyment. Personal attention of visiting restaurants had missed in
OFD. Respondents felt that it was inconvenient to use technology as it made them
nervous, and they found the system to be not very user friendly. The positive
aspects they enjoyed about OFD were the convenience it offered in not leaving
home, saving time, and giving them the required control. These results were close
to McKinsey's findings, based on a sample of 16 countries. As a result, OFD
service providers should carefully draft strategies for delivering good service, good
food quality, secured online transactions, and offering good discounts while
providing services to customers, as these criteria have been included in the
practical portion.
24
SYNTHESIS
The first part of the literature emphasizes the function of perceived usability
to the extent to which a person believes that it is free of physical and mental effort
in using a particular system. Facilitating conditions contribute to an organized way
of transacting electronically and compliance with those protocols that contribute to
best corporate practices for e-market participation such as mobile applications as
an essential part of daily life today.
The second part emphasizes perceived advantage as technology has
played a significant role in different fields, and recent developments of the Internet
have increased the e-commerce industries in various countries worldwide. The
variable trust is generalized loyalty, which includes substantial behavioral
commitment and emotional, cognitive dedication.
The third part of the literature emphasizes that attitude is distinguished
because it can guide customers as they build favorable or unfavorable feelings.
The Expectation-value attitude model argues that an individual has many beliefs
on the object of an attitude and is observed to have many attributes argued by
Fishbein & Ajzen (1975). The ABC model, which suggested that attitude has three
elements, i.e., Affect, Behavior, and Cognition (Eagly & Chaiken 1998; Van den
Berg et al. 2006)

CHAPTER III
Research Methodology
This chapter includes the research design, research locale, population and
sampling technique, research instrument, data gathering procedure, and statistical
tools.
Research Design.
In conducting this research, the researcher utilized quantitative and
descriptive correlational research designs. The data are answered, collated, and
distributed using the survey questionnaires gathered from the respondents to
describe the customers' attitude towards the perceived usability, perceived
advantage, facilitating conditions, and trust of utilizing mobile online food delivery.
The independent variable, the online food delivery, will apply the theory
Technology Acceptance Model focused on the variable perceived Usability and
facilitating conditions, Innovation Diffusion Theory focused on the variable
perceived Advantage. Decomposed Theory of Planned Behavior focused on
variable trust. The attitude of customers will apply the Expectancy-Value Model
and ABC Model of Attitude. The chosen respondents are Ateneo de Davao
Students who use online mobile delivery applications within Davao City.
26
Data Gathering and Procedures
The following are the procedures that are followed by the researchers to get
adequate data through online data gathering from the respondents regarding the
customer's attitude towards online food delivery:
1) Connect to a social media account and look for students studying at the
Ateneo de Davao University.
2) Enlist all the names of the students chosen to be the respondents for the study.
3) The researchers will connect to the selected Ateneo de Davao students and
ask if they would accept the request to participate in the data gathering.
4) With the student's approval, the researchers will provide the survey
questionnaire by sending it online.
5) Researchers will wait for the respondents to reply and send their answers.
6.) Researchers will compile all the answered survey questionnaires.
7) Once completed, collation and tabulation of the data will commence. This is to
check if enough samples are collected.
8) Seek assistance with a Statistician in computing the data needed for analysis.
Research Locale
The study took place in Davao City within the community of Ateneo de
Davao University. In conducting the research, the researchers deliberated their
primary objective to Ateneo de Davao students' attitude towards online food
delivery. Although there were numerous schools in Davao City that can be
selected, the researchers chose Ateneo de Davao University as it will be
convenient to select and connect to students to be the respondent for the study.
27
Respondents of the Study
The researchers chose Ateneo de Davao Students to be the respondents.
Students have already been familiar with using online food delivery apps. Thus,
their experience will be essential for gathering the necessary data for the study.
Sampling Procedure
With a population size of five thousand seven hundred two (5702), the
researchers used Slovin's Formula to determine the required sample. Using 90%
confidence levels with a margin of error (MOE) of 5.72%, the researchers
developed a sample size of two hundred (200).
Figure 2
The Slovin’s Formula
A stratified sampling technique is applied in this study for dividing the
population into subgroups based on each department of the school. Also, snowball
sampling was used to recruit participants via other participants. The respondents
are those who use and avail the services of mobile online delivery service
providers. There is a strict inclusion in the survey gathering since it should only
gather information from students who have only used the mobile online food
delivery service.
28
Sample Size
Table 2 shows the distribution of the respondents by Ateneo de Davao
University using Slovin’s formula. The researcher used ratio and proportion to
distribute the number of respondents to each department.
Ideally, the researchers follow the distribution per department. Due to the
ongoing pandemic, data gathering is online, so the result may not follow the proper
distribution but varies on the student’s availability in each department.
Table 2
Distribution of Respondents to Each Department
School Department Population Distribution
School of Arts and Sciences (1542/5702) * 200 54
School of Business and Governance (2143/5702) * 200 75
School of Education (104/5702) * 200 4
School of engineering and Architecture (1525/5702) * 200 53
School of Nursing (388/5702) * 200 14
Total 200
Research Instrument
The researchers used a self-constructed questionnaire through a google
document in conducting the study. It is a primary tool to gather the data. Data
gathering is a method utilized to collect, analyze, and interpret the views of a group
of people from a target population. The mode of response is evaluated through a
4-point Likert scale on attitudes towards mobile online food delivery, and four
different variables is derived from what will be agreed upon and discussed by the
researchers. These variables would affect the preference of customers who are
using mobile online food delivery service. In answering the questionnaires, the
study applied the 4-Point Likert Scale: (4) Strongly Agree, (3) Agree, (2) Disagree,
and (1) Strongly Disagree.

29
The survey questionnaire consists of six parts. The first part dealt with the
respondents' demographic characteristics regarding age, sex category, and
preferred mobile online food delivery application. The second part dealt with the
descriptions about the student's intention in terms of perceived usability,
measuring the usability of mobile online food delivery applications.
Table 3
Level of Perceived Usability
Scale Range Scaling Levels Interpretation

Rating Interval Description
4 3.26 - Strongly Agree Very The mobile online food

4.00 High application is very useful l to the
user when ordering their food
3 2.51 - Agree High The mobile online food

3.25 application is useful l to the user
when ordering their food
2 1.76 - Disagree Low The mobile online food

2.50 application is not useful to the
user when ordering their food
1 1.00 - Strongly Very Low The mobile online food

1.75 Disagree application is not very useful to
the user when ordering their
food
The third part presented the significant role of technology in terms of
perceived advantage, measuring the mobile online food delivery application's level
of convenience.
30
Table 4
Level of Perceived Advantage

4 3.26 - Strongly Agree Very High Users find it very convenient

4.00 using the mobile online food
application
3 2.51 - Agree High Users find it convenient using

3.25 the mobile online food
application
2 1.76 - Disagree Low Users doesn’t find it

2.50 convenient using the mobile
online food application
1 1.00 - Strongly Very Low Users doesn’t find it very

1.75 Disagree convenient using the mobile
The fourth part contained descriptions about transacting ways and
compliance in terms of facilitating conditions measuring the level of availability of
using the mobile online food delivery application.
Table 5
Level of Facilitating Conditions

4 3.26 - Strongly Agree Very High The users can highly access
4.00 the mobile online food delivery
by the availability of resources
3 2.51 - Agree High The users can access the

3.25 mobile online food delivery by
the availability of resources
31
2 1.76 - Disagree Low The users can’t use the mobile

2.50 online food delivery application
due to its availability of
resources
1 1.00 - Strongly Very Low The users can’t really use the
1.75 Disagree mobile online food delivery
application due to its
availability of resources
The fifth part pertains to the respondents' behavioral commitment in terms
of perceived trust, measuring the level of trust using the mobile online food delivery
application.
Table 6
Level of Trust

4 3.26 - Strongly Agree Very High Users highly trust the mobile
4.00 online food delivery application
when ordering their food
3 2.51 - Agree High Users trust the mobile online

3.25 food delivery application when
ordering their food
2 1.76 - Disagree Low Users doesn’t trust using the

2.50 mobile online food delivery
application
1 1.00 - Strongly Very Low Users doesn’t really trust using

1.75 Disagree the mobile online food delivery
application
32
Lastly, six parts represent favorable or unfavorable feelings in terms of
attitudes towards mobile online delivery, measuring the customer's favor in using
the mobile online food delivery application.
Table 7
Level of Favorability

4 3.26 - Strongly Agree Very High The users are highly favorable
4.00 in using the mobile online food
application
3 2.51 - Agree High The users are favorable in

application
2 1.76 - Disagree Low The users are not favorable in

application
1 1.00 - Strongly Very Low The users are not highly

1.75 Disagree favorable in using the mobile
Statistical Treatment
This research used the following statistical methods to generate significant
figures and convert reliable information into results for straightforward
interpretation and analysis of data.
The data were analyzed using the following statistical methods:
First, Frequency distribution was utilized to determine the demographic
profile of the respondents in terms of Age, Sex, and Preferred Mobile Applications
of Online food delivery services.

33
Second, Mean will determine the level of perceived usability, perceived
advantage, Trust and Attitudes towards mobile online food delivery.
Third, Pearson-r Correlation method was used to measure the degree of
relationship between variables.
Lastly, Multiple Regression Analysis was employed. This statistical tool
used several approaches that analyzed several variables focusing on the
significant relationship between the dependent and independent variables. Multiple
Regression Analysis (MRA) is a multivariate tool based on the dependence
technique that describes or predicts relationships between the independent
variables and the dependent variable. The Independent variables are referred to
as predictors or explanatory variables. The dependent variable is referred to as the
criteria variable or explained variable.
Ethical Considerations
In conducting the research, the researchers exercised caution in such
decision-making processes. As a result, the researchers followed the following
ethical guidelines:
1. Attached within the survey questionnaire is the informed letter of consent
that is sent out to ensure that the respondents voluntarily participated during the
conduct of the survey.
2. The researchers clearly explained the nature, methodology, and purpose of
conducting the research.

34
3. The researchers ensured that respect for anonymity and confidentiality of
the data supplied and information gathered are appropriately observed.
4. The proponents was guaranteed that any deceptive figures and information
was strictly avoided. Throughout the research, the validity of the results was
carefully examined.
CHAPTER IV
RESULTS AND DISCUSSION
This chapter presents the data gathered, the results of the statistical
analysis done, and the interpretation of the findings from the survey questionnaires
completed by the researchers.
Demographic Profile of Respondents
The demographic profile of the respondents in terms of age, sex, school
department, and mobile food delivery app was determined in the study, with a
sample size of 201. The results are presented in table 7.1, 7.2, 7.3, and 7.4.
Table 8.1 show the age of the respondents. Based on the results,
respondents that are 18 to 19 years old has a count of 33 or 16.4%, 20 to 21 has
a count of 160 or 79.6%, 22 to 23 has a count of 5 or 2.5%, 24 to 25 has a count
of 2 or 1.0%, and 26 & older has a count of 1 or 0.5%.
Table 8.1
Age
Age Frequency Percent
18 to 19 33 16.4
20 to 21 160 79.6
22 to 23 5 2.5
24 to 25 2 1.0
26 and older 1 0.5
Total 201 100.0
Table 8.2 shows the sex of the respondents. Based on the results, male
respondents have a count of 73 or 36.3% while female respondents have a count
of 128 or 63.7%.
36
Table 8.2
Sex
Sex Frequency Percent
Male 73 36.3
Female 128 63.7
Total 201 100.0
Table 8.3 shows the school department of the respondents. Based on the
results, school of arts and sciences has a count of 24 or 11.9%, school of business
and governance 158 or 78.6%, school of education 2 or 1%, school of engineering
and architecture 10 or 5%, and school of nursing 7 or 3.5%
Table 8.3
School Department
School Department Frequency Percent
School of Arts and Sciences 24 11.9
School of Business and Governance 158 78.6
School of Education 2 1
School of engineering and Architecture 10 5
School of Nursing 7 3.5
Total 201 100.0
Table 8.4 shows the mobile food delivery app the respondents are using.
Based on the results, respondents that are using Food Panda are 189 or 65.2%,
Grab Food are 93 or 32.1%, Lala Food are 3 or 1.0%, Jollibee and McDonald’s are
both 2 or 0.7%, and Toktok is 1 or 0.3%.
Table 8.4
Mobile Food Delivery App
Mobile Food Delivery App Frequency Percent
Food Panda 189 65.2
Grab Food 93 32.1
Lala Food 3 1.0
Jollibee 2 0.7
McDonald's 2 0.7
Toktok 1 0.3
Total 290 100.0
37
Level of perceived usability of using mobile applications for online food
delivery.
The level of perceived usability of using mobile application for online food
delivery as perceived by the Ateneo de Davao University students are determined
in the study. The results are shown in table 9.
The first, second, third and fifth statements shown in table 9 have mean
values of 3.81, 3.73, 3.26 and 3.37, which implies that the level of perceived
usability of using mobile application for online food delivery as perceived by the
Ateneo de Davao University students indicates that the mobile online food
application is very useful to the user when ordering their food. The fourth
statement, with mean value of 3.21 implies that the level of perceived usability of
using mobile application for online food delivery as perceived by the Ateneo de
Davao University students indicates that the mobile online food application is
useful to the user when ordering their food.
Table 9 shows the level of perceived usability of using mobile applications
for online food delivery. Based on the results, “online delivery of food enables me
to order my food in the comfort of my home” has the highest mean score of 3.81
or interpreted as strongly agree while “online food delivery gives me a real-time
response to my query” has the lowest mean score of 3.21 or interpreted as agree.
In summary, the level of perceived usability of using mobile applications for online
food delivery has an overall mean of 3.48 or interpreted as strongly agree.
Usability is a fundamental term in the field of human-computer interaction
(HCI) science that has been described in a variety of ways (Daz, Rusu, & Collazos,
38
2017). A task-oriented concept is when users can complete a task easily and
quickly (Redish, 1995). The ISO9241 (Guidance on Usability) defines usability as
the ‘‘effectiveness, efficiency, and satisfaction with which defined users can
achieve goals in specific environments' (Standardization, 1998). Furthermore,
Nielsen and Molich (1990) identified some basic features for usable websites, such
as the ease of learning and memorizing something, effectiveness for the use, ease
of comprehension, and providing customer satisfaction. Researchers have shown
that a usable website creates a positive picture of online stores in the minds of
consumers, increases the percentages of revisits, and, ultimately, encourages
online shopping (Casaló, Flavián, and Guinalu, 2008; Nielsen, 1999; Venkatesh &
Agarwal, 2006 as cited in Taimouri, Emamisaleh, and Mohammad, 2019).
Table 9
Level of Perceived Usability
Usability Mean Interpretation
The mobile online food
Online delivery of food enables me to order application is very useful l
3.81
my food in the comfort of my home. to the user when ordering
their food
In hopes of finding the food I would like to
application is very useful l
eat, I can use an online application for food 3.73
to the user when ordering
delivery.
their food
I'm more likely to buy food services online if
it's easy to make adjustments even after 3.26
I've made the payment.
their food
Online food delivery gives me a real-time application is useful l to
3.21
response to my query. the user when ordering
their food
I order online because it's easy to use and application is very useful l
3.37
fun. to the user when ordering
their food
39

Overall Mean 3.48
their food
1.00-1.75 Strongly Disagree; 1.76-2.50 Disagree; 2.51-3.25 Agree; 3.26-4.00 Strongly Agree
Level of perceived advantage of using mobile applications for online food

delivery.
The level of perceived advantage of using mobile application for online food
The first, second, and third statements shown in table 10 have mean values
of 3.65, 3.66, and 3.42 which implies that the level of perceived advantage of using
mobile application for online food delivery as perceived by the Ateneo de Davao
University students indicates users find it very convenient using the mobile online
food application The fourth and fifth statement, with mean value of 2.57 and 3.16
implies that the level of perceived usability of using mobile application for online
food delivery as perceived by the Ateneo de Davao University students indicates
users find it convenient using the mobile online food application.
Table 10 shows the level of perceived advantage of using mobile
applications for online food delivery. Based on the results, “sites that show
products by photos and purchase buttons together seem to make my order
simpler” has the highest mean score of 3.66 or interpreted as strongly agree while
“prices seen online are comparatively low compared to conventional stores” has
the lowest mean score of 2.57 or interpreted as agree. In summary, the level of
perceived advantage of using mobile applications for online food delivery has an
overall mean of 3.29 or interpreted as strongly agree.

40
Things that used to be unlikely due to technical advancements are now
possible. As a result of technological advancements, a wide range of companies
are now establishing online stores. Several factors such as low-cost smartphones
and internet access, people have become more reliant on mobile phones
applications. Apps also simplified things for users. The biggest advantage of
online food ordering is that it significantly helps to simplify the ordering process for
both the customer and the restaurant, as well as the load on the customer's end
since the entire ordering process is automated. Food distribution is a concept that
can be established. Food delivery processing or take out from a restaurant or
nearby food joint using a website or smartphone app. Customers can order food
from their favorite restaurant, choose their meals, select whether to order from a
variety of restaurant, and choose to pay with cash, delivery, debit card, credit card,
or another mobile wallet (Moondra, Mangwani, Deshpande, Bundela, and
Namdev, 2020).
Table 10
Level of Perceived Advantage
Advantage Mean Interpretation
Users find it very
Mobile online food delivery provides
convenient using the
convenient and flexible payment options to 3.65
mobile online food
complete my online order.
application
Users find it very
Sites that show products by photos and
purchase buttons together seem to make 3.66
mobile online food
my order simpler.
application
Users find it very
I'm intending to access several restaurants convenient using the
3.42
and fast food when I order online. mobile online food
application
Users find it convenient
Prices seen online are comparatively low
2.57 using the mobile online
compared to conventional stores.
food application
41
I tend to order a lot for special price Users find it convenient

promotions (hourly flash deals, daily 3.16 using the mobile online
discovery, etc.) food application
Users find it very
Overall Mean 3.29
mobile online food
application
Level of Facilitating Conditions of using mobile applications for online food

delivery.
The level of Facilitating Condition of using mobile application for online food
The first, second, third, fourth and fifth statements shown in table 11 have
mean values of 3.75, 3.71, 3.28, 3.38 and 3.79, which implies that the level of
facilitating conditions of using mobile application for online food delivery as
perceived by the Ateneo de Davao University students indicates that the mobile
online food application is that users can highly access the mobile online food
delivery by the availability of resources.
Table 11 shows the level of facilitating conditions of using mobile
applications for online food delivery. Based on the results, “applications from these
mobile online delivery platforms can be easily downloaded and supported by my
Android or iOS devices” has the highest mean score of 3.79 or interpreted as
strongly agree while “I have ordered a relatively low food delivery cost using mobile
online food delivery” has the lowest mean score of 3.28 or interpreted as strongly
agree. In summary, the level of facilitating conditions of using mobile applications

42
for online food delivery has an overall mean of 3.58 or interpreted as strongly
agree.
Customers can order food through online service from their favorite
restaurant, choose their dishes, choose whether to order from the restaurant, or
pay on cash, delivery, debit card, credit card, or other mobile wallets using their
mobile device. Customers are more likely to try all their menu choices because
they are not under pressure to place orders and pay more than they can afford
when ordering over the phone or in person. With no line behind them, the pressure
to call quickly for your guests is gone, and they are more inclined to get that extra
item. According to Chavan, Jadhav, Korade, & Teli (2015), using an intelligent
device-based interface for customers to view, order, and navigate helped
restaurants collect from customers quickly. Wireless communication and
smartphone technology capabilities in completing and improving business
management and service delivery. The system is convenient, effective, and easy
to use, which is expected to improve the entire restaurant business in the coming
period.
Table 11
Level of Facilitating Conditions
Facilitating Conditions Mean Interpretation
The users can highly
I have the requisite tools (Mobile and access the mobile online
3.75
Tablet) to use the service. food delivery by the
I have the information and skills required to access the mobile online
3.71
make use of mobile online food delivery. food delivery by the
I have ordered a relatively low food
delivery cost using mobile online food 3.28
access the mobile online
delivery.
43
food delivery by the

The availability of mobile and tablet
devices motivates me to use mobile online 3.38
food delivery.
Applications from these mobile online The users can highly
delivery platforms can be easily access the mobile online
3.79
downloaded and supported by my Android food delivery by the
or iOS devices. availability of resources
Overall Mean 3.58
Level of Trust of using mobile applications for online food delivery

The level of Trust of using mobile application for online food delivery as
perceived by the Ateneo de Davao University students are determined in the study.
The results are shown in table 12.
The first, third, and fifth statements shown in table 12 have mean values of
3.37, 3.32, and 3.44 which implies that the level of trust of using mobile application
for online food delivery as perceived by the Ateneo de Davao University students
indicates users highly trust the mobile online food delivery application when
ordering their food. The second and fourth statement, with mean value of 3.23 and
3.16 implies that the level of trust of using mobile application for online food
delivery as perceived by the Ateneo de Davao University students indicates users
trust the mobile online food delivery application when ordering their food.
Table 12 shows the level of trust of using mobile applications for online food
delivery. Based on the results, “I trust that the standard terms are clearly specified
44
in full in accordance with the order forms” has the highest mean score of 3.44 or
interpreted as strongly agree while “I felt secure in providing personal information
through the mobile online food delivery application for purchasing goods and
services online” has the lowest mean score of 3.16 or interpreted as agree. In
summary, the level of trust of using mobile applications for online food delivery has
an overall mean of 3.31 or interpreted as strongly agree.
An online purchase referred to a product purchase through online services
and is explained as a consumer’s desire to purchase a product online. The
purchasing is riskier than the traditional purchase as some elements were gone,
like the actual interaction with the product purchased. On the other side, a user
who has prior online purchase experience feels less uncertainty. Chang and Chen
(2008) confirmed that website quality and website brands affect consumers’ trust
and perceived risk, and consumer purchase intention. Thamizhvanan and Xavier
(2013) pointed out that prior online purchase experience and online confidence
significantly impact customers’ purchase intentions. Prabowo & Nugroho (2019)
customers would be willing to repurchase online as their previous experience has
led to trust. The online purchase experience leads to loyalty toward the online
services, especially when they felt satisfied with the online purchase. Thus, prior
online purchase experience is considered to have a relationship with convenience
and consumer perception of post-usage usefulness.
Table 12
Level of Trust
Trust Mean Interpretation
I'm confident and safe to conduct business,
Users highly trust the
particularly in its payment systems, with 3.37
mobile online food
mobile food supply online.
45
delivery application when

ordering their food
Users trust the mobile
The mobile online food delivery app keeps online food delivery
3.23
the promises it makes to me. application when
ordering their food
I trust that I have a secured and reliable
mobile online food
account in the mobile online food delivery 3.32
app.
ordering their food
I felt secure in providing personal Users trust the mobile
information through the mobile online food online food delivery
3.16
delivery application for purchasing goods application when
and services online. ordering their food
I trust that the standard terms are clearly
mobile online food
specified in full in accordance with the 3.44
order forms.
ordering their food
mobile online food
Overall Mean 3.31
ordering their food
Level of Favorability of using mobile applications for online food delivery

The level of Favorability of using mobile application for online food delivery
as perceived by the Ateneo de Davao University students are determined in the
study. The results are shown in table 13.
The first, second, and fourth statements shown in table 13 have mean
values of 3.26, 3.41, and 3.31 which implies that the level of favorability of using
mobile application for online food delivery as perceived by the Ateneo de Davao
University students indicates, users are highly favorable in using the mobile online
food application. The third and fifth statement, with a mean value of 2.79 and 3.00
implies that the level of Favorability of using the mobile application for online food
46
delivery as perceived by the Ateneo de Davao University students, indicates users
are favorable in using the mobile online food application.
Table 13 shows the level of Favorability of using mobile applications for
online food delivery. Based on the results, "I believe it is very comfortable buying
goods and services via a mobile online food delivery application" has the highest
mean score of 3.41 or interpreted as strongly agree. Simultaneously, "I prefer
mobile online food delivery rather than a physical restaurant or fast-food visits" has
the lowest mean score of 2.79 or interpreted as agree. In summary, using mobile
applications for online food delivery has an overall mean of 3.15 or interpreted as
strongly agree.
Customers can now order food online for convenient and quick access to
the foods they want. The growing and successful business of making food online
results from the Internet's ability to communicate ideas and knowledge. According
to Sheryl (2011), their study found that online food ordering services' control and
perceived ease were essential to consumers and non-consumers. Non-users need
more personal engagement, and there is also a highly technical concern for using
the services. According to Leong Wei Hong (2016), technological advancement in
many industries has changed to develop a business model. Effective systems help
improve the restaurant's productivity and profitability. It is believed that the use of
the online food delivery system will lead to restaurant business from time to time
and will help restaurants to do the principal business online.

47
Table 13
Level of Favorability
Favorability Mean Interpretation
The users are highly
I feel that money transactions in mobile favorable in using the
3.26
online food delivery are secure. mobile online food
application
I believe it is very comfortable buying
favorable in using the
goods and services via a mobile online 3.41
mobile online food
food delivery application.
application
I prefer mobile online food delivery rather The users are favorable
than a physical restaurant or fast-food 2.79 in using the mobile online
visits. food application
I have high knowledge in ordering through favorable in using the
3.31
mobile applications. mobile online food
application
I feel that ordering through a mobile online The users are favorable
food delivery has faster service than a 3.00 in using the mobile online
physical restaurant. food application
The users are favorable
Overall Mean 3.15 in using the mobile online
food application
Table 14 shows the correlation analysis of the independent variables;
perceived usability, perceived advantage, facilitating conditions, and trust, to the
dependent variable Attitude towards mobile online food delivery using Pearson R.
Based on the results between the relationship if the Independent Variables and
Dependent Variables, attitude and perceived usability (r = 0.280, p = 0.000),
attitude and perceived advantage (r = 0.332, p = 0.000), attitude and facilitating
conditions (r = 0.329, p = 0.000), and attitude and trust (r = 0.601, p = 0.000).
Since all p-values are less than 0.05, the researcher will reject Ho1 and
conclude that all the relationships mentioned are significant.

48
Table 14
Correlation Matrix
Perceived Perceived Facilitating
Trust
Usability Advantage Conditions
Attitude Pearson Correlation 0.280 0.332 0.329 0.601
Sig. (2-tailed) 0.000 0.000 0.000 0.000
Interpretation Significant Significant Significant Significant
Consumers Attitudes Towards Mobile Online Food Delivery
The following tests were performed first before the different models were
tested for their predictive and explanatory power: collinearity test, normality test,
homoscedasticity test (the residual plot), and enough observations. The linear
regression results (Model Fit Measures, Omnibus ANOVA Test, and Model
Coefficients) were analyzed.
Figure 3 shows the model adequacy plot for multiple regression. Based on
the results, the normal probability plot has an Anderson-Darling = 0.571 with p-
value = 0.137 or interpreted that the data follows a normal distribution. Versus Fits
plot reveals no recognizable pattern. Thus, data are randomly distributed and have
constant variance. Lastly, Versus Order plot has no recognizable pattern;

49
therefore, the assumption that residuals should be independent of each other is
satisfied.
Figure 3: Model Adequacy Plots
Table 15 shows the Normality Test (Shapiro-Wilk) to determine the null
hypothesis that is no normality concern among the observed variables was
processed. The result showed that the p-value of <.001 is significant. Since this
value is less than .05, the null hypothesis, which corresponds to a normal
distribution of the variable, is rejected. Thus, there is a normality problem.
The effect of non-normality is of more significant concern if the sample size
is less than 200, where it might be alarming, if not fatal. At 200 or more, it will have
a slight effect on the result. According to Hair et al. (2014), larger sample sizes
reduce the detrimental impact of non-normality.
Moreover, the Q-Q plot output showed that the data does not close to the
45-degree linear line. A tight fit means no normality problem. On Homoscedasticity

50
Test, the fitted Residual Plot showed no presence of a pattern (diamond shape or
triangle shape, either to the right or left). Thus, all the relevant variables are part
of the model. Note: the diamond/triangle shape was personally drawn to illustrate
the presence or absence. On Sufficient Number of Observations, the number of
parameters (6) times the number of observations (10) or 60 is more than sufficient
as there are 201 respondents.
Table 15
Test of Normality
Normality Test (Shapiro-Wilk)
Statistic p
0.989 0.105
Table 16 shows the variance inflation factor (VIF) to measure the amount
of multicollinearity on the variables. The acceptable range for VIF is less than 5
(Ringle et al., 2015); thus, all VIF satisfy the multicollinearity assumption.
Table 16
VIF
Variables VIF Interpretation
Usability 1.46 No Multicollinearity
Advantage 1.66 No Multicollinearity
Conditions 1.59 No Multicollinearity
Trust 1.19 No Multicollinearity
Table 17 shows the model summary. Based on the results, R = 0.627 with
Adjusted R-Square = 0.38. Thus, it can be concluded that 38% of the attitudes are
explained by perceived usability, perceived advantage, facilitating conditions, &
trust.
51
Table 17
Model Summary
Std. Error
R Adjusted R
Model R of the
Square Square
Estimate
1 0.627a 0.393 0.380 0.41609
a. Predictors: (Constant), Trust, Perceived Advantage, Perceived Usability,
Facilitating Conditions
Table 18 shows the ANOVA results of the model. Based on the results, F =
31.665 with p-value = 0.000. Since the p-value is less than the significance level
of 0.05, the researchers will reject Ho and conclude a significant relationship
between attitude towards online mobile food delivery and perceived usability,
perceived advantage, facilitating conditions, & trust.
Table 18
ANOVA
Sum of Mean
df F Sig.
Model Squares Square
1 Regressio
21.928 4 5.482 31.665 0.000a
n
Residual 33.933 196 0.173
Total 55.861 200
a. Predictors: (Constant), Trust, Perceived Advantage, Perceived Usability,
Facilitating Conditions
b. Dependent Variable: Attitude
Table 19 shows the coefficients of the model. Based on the results, trust (t
= 8.870, p = 0.000) has significant relationship to attitude towards online mobile
food delivery. However, perceived usability (t = 0.379, p = 0.705), perceived
advantage (t = 1.872, p = 0.063), and facilitating conditions (t = 0.827, p = 0.409)
has relationship to attitude but not on a significant extent.

52
For the main analysis, the coefficient of determination (R2) is .393 (see
Model Fit Measures table). It is ANOVA (see Omnibus ANOVA Test table) showed
only Perceived Trust is significant (F value of 78.672 and p-value of <.001). The
other independent variables are not significant.
The variables account for 39.3% of the variances, which has good
explanatory power, close to .80 (where the predictive value is relevant).
Specifically, Perceived Trust (beta coefficient of .5894, t value of 8.870, a p-value
of <.001) and the other not significant variables (Perceived Usability, Perceived
Advantage, and Facilitating Conditions) explain the variances of 39.3%. See Model
Coefficients – Attitude table. Because Perceived Trust is the only significant
independent variable, it contributes much to the 39.3% explanatory power of this
multiple regression analysis results.
Table 19
Coefficients
Standardize
Unstandardized
d
Coefficients t Sig.
Coefficients
Model B Std. Error Beta
1 (Constant) 0.286 0.322 0.888 0.375
Perceived Usability 0.033 0.086 0.025 0.379 0.705
Perceived Advantage 0.158 0.085 0.134 1.872 0.063
Facilitating
0.079 0.095 0.058 0.827 0.409
Conditions
Trust 0.589 0.066 0.535 8.870 0.000
a. Dependent Variable: Attitude
Chapter V
Summary, Conclusion, and Recommendation
This chapter presents the summary of findings, conclusions, and
recommendation of the study.
Summary of Findings
The following are the findings of the study:
1. Among the respondents who participated in this study, particularly in the
age category, there are 160 respondents aged 20 to 21 years old, which is 79.6
percent. There are also 33 respondents aged 18 to 19 years old, which has 16.4
percent.
2. In the sex category, in a total of 201 respondents, there are 73 males and
128 females.
3. Among the respondents who participated, the mobile food delivery app
category shows that 189 respondents used Food Panda as their Mobile Food
Delivery Application.
4. The respondents exhibited a very high level of Perceived Usability in using
mobile applications for online food delivery.
5. The respondents exhibited a very high level of Perceived Advantage in
terms of using mobile applications for online food delivery.
6. The respondents exhibited a very high level of Facilitating Conditions using
mobile applications for online food delivery.
7. The respondents exhibited a very high level of trust in using mobile
applications for online food delivery.

54
8. The respondents show a high level of favorability in using mobile
applications for online food delivery.
Conclusion
The following conclusions are drawn:
1. Most of the respondent profiles in terms of age are comprised of 79.6% that
are in the age bracket of 20-21. In terms of sex, female respondents have a
majority count of 128 or 63.7%. Lastly, when it comes to the preferred mobile food
delivery app, Food Panda is the most preferred one, with a count of 189
respondents or 65.2%.
2. Perceived Usability has an overall mean of 3.48, which indicates a very high
level of using mobile applications for online food delivery. Therefore, the mobile
online food application is beneficial to the user when ordering their food.
3. Perceived Advantage has an overall mean of 3.29, which indicates a very
high level of using mobile applications for online food delivery. Therefore, users
find it very convenient to use the mobile online food application.
4. Facilitating Conditions have an overall mean of 3.58, which indicates a very
high level in using mobile applications for online food delivery. Therefore, users
can highly access mobile online food delivery by the availability of resources.
5. Trust has an overall mean of 3.31, which indicates a very high level in using
mobile applications for online food delivery. Therefore, users highly trust the mobile
online food delivery application when ordering their food.

55
6. Perceived usability, perceived Advantage, facilitating conditions, and trust
have a significant relationship with consumers' attitudes towards mobile online
food delivery. Therefore, Ho1 is not accepted.
7. Only trust significantly influence consumer's attitudes towards mobile online
food delivery. Therefore, Ho2 is not rejected.
Recommendation
The researchers made some recommendations as follows:
Food Service Provider – It is recommended that such foodservice providers be
more attentive to their customers in answering queries and concerns online
through their mobile applications regarding their orders and purchases. When a
customer asks about his order's whereabouts, the food service provider must
inform him as soon as possible. Automated bots are also highly encouraged for
online food service providers to notify customers about their orders' locations.
Such bots run automated tasks over the Internet, which perform faster than a
person could. This is to ensure convenience and to make the transactions hassle-
free. Also, a certain number of users find the delivery fees costly. Therefore, it is
recommended that such food service providers should provide free delivery
promos when customers reach a certain amount in their orders, or even with no
minimum amount required in their purchases. Lastly, food service providers must
provide more online security measures in their mobile applications concerning their
customers' personal information and bank accounts for their safety.

56
Customers of Food Service Provider – To some customers who do not prefer
to have their transactions online, it is recommended that they use cash on delivery
with their orders instead. Customers using their mobile phones for online food
delivery must activate the Two-Factor Authentication in their mobile applications
to ensure safety and security. The Two-Factor Authentication works by adding a
layer of protection to their online accounts. Aside from the username and password
in accessing their accounts, a second credential is required. Online delivery
services will be able to gain their users’ trust due to this.
Future Researchers – To encounter other factors aside from food delivery service
costs, providing personal information in online transactions, among others, that
may affect a consumer’s attitude towards mobile online food delivery. Moreover,
explore other variables that can help improve food delivery services.
57
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APPENDICES
Survey Questionnaire on Consumers’ Attitudes of Ateneo de Davao
students towards online food delivery
Respondent Number___
I. Demographic Characteristics of Respondents
Age: (Select One Only)
26 or older
Sex: (Select One Only)
Online Mobile Food Delivery Application: (Select any of the following)
GrabFood FoodPanda
a
LalaFood Zomata
Others please specify: ___________________
I. Determinants to Measure Perceived Usability

Strongly Strongly
Perceived Usability Disagree Disagree Agree Agree
Q1 Online delivery of food enables me to
order my food in the comfort of my
home.
Q2 In hopes of finding the food I would like
to eat; I can use an online application
for food delivery.
63
Q3 I'm more likely to buy food services

online if it's easy to make adjustments
even after I've made the payment.
Q4 Online food delivery gives me a real-
time response to my query.
Q5 I order online because it is easy to use
and fun.
II. Determinants to Measure Perceived Advantage

Strongly Strongly
Perceived Advantage Disagree Disagree Agree Agree
Q6 Mobile online food delivery provides
convenient and flexible payment
options to complete my online order.
Q7 Sites that show products by photos
and purchase buttons together seem
to make my order simpler.
Q8 I'm intending to access several
restaurants and fast food when I
order online.
Q9 Prices seen online are comparatively
low compared to conventional
stores.
Q10 I tend to order a lot for special price
promotions (hourly flash deals, daily
discovery, etc.).
III. Determinants to Measure Perceived Advantage

Strongly Strongly
Perceived Advantage Disagree Disagree Agree Agree
Q6 Mobile online food delivery provides
convenient and flexible payment
options to complete my online order.
Q7 Sites that show products by photos
and purchase buttons together seem
to make my order simpler.
64
Q8 I'm intending to access several

restaurants and fast food when I
order online.
Q9 Prices seen online are comparatively
low compared to conventional
stores.
Q10 I tend to order a lot for special price
promotions (hourly flash deals, daily
discovery, etc.).
IV. Determinants to Measure Facilitating Conditions

Strongly Strongly
Facilitating Conditions Disagree Disagree Agree Agree
Q11 I have the requisite tools (Mobile and
Tablet) to use the service.
Q12 I have the information and skills
required to make use of mobile online
food delivery.
Q13 I have ordered a relatively low food
delivery cost using mobile online food
delivery.
Q14 The availability of mobile and tablet
devices motivates me to use mobile
online food delivery.
Q15 Applications from these mobile online
delivery platforms can be easily
downloaded and supported by my
Android or iOS devices.
V. Determinants to Measure Trust

Strongly Strongly
Perceived Trust Disagree Disagree Agree Agree
Q16 I'm confident and safe to conduct
business, particularly in its payment
systems, with mobile food supply
online.
65
Q17 The mobile online food delivery app

keeps the promises it makes to me.
Q18 I trust that I have a secured and
reliable account in the mobile online
food delivery app.
Q19 I felt secure in providing personal
information through the mobile online
food delivery application for
purchasing goods and services
online.
Q20 I trust that the standard terms are
clearly specified in full in accordance
with the order forms.
VI. Determinants to Measure Attitudes Towards Mobile Online Delivery

Attitude towards mobile online Strongly Strongly
food delivery Disagree Disagree Agree Agree
Q21 I feel that money transactions in
mobile online food delivery are
secure.
Q22 I believe it is very comfortable buying
goods and services via a mobile
online food delivery application.
Q23 I prefer mobile online food delivery
rather than a physical restaurant or
fast-food visits.
Q24 I have high knowledge in ordering
through mobile applications.
Q25 I feel that ordering through a mobile
online food delivery has faster service
than a physical restaurant.
66
QUESTIONNAIRE VALIDATION FORM

Instructions: Kindly encircle the number that best corresponds to your answer
in each of the following items below which interpretation shown as follows:
Number Scale Interpretation
5 – Excellent (E)
4 – Very Good (VG)
3 – Good (G)
2 – Fair (F)
1 – Poor (P)
CRITERIA RATING
1. Clarity of Direction and Items. The
vocabulary-level of the questions
suits the level of the respondents. The 5 4 3 2 1
directions and the items are written in
a clear and understandable manner.
2. Presentation/Organization of
Items. The items are presented and 5 4 3 2 1
organized in a logical manner.
3. Sustainability of Items. The items

appropriately represent the
substance of the research. The
questionnaires are designed to 5 4 3 2 1
determine the conditions, knowledge,
perceptions and attitudes that are
supposed to be measured.
4. Adequateness of Items per

Category. The items represent the
coverage of the research adequately. 5 4 3 2 1
The number of questions per area
category represents enough of the
questions needed for this research.
5. Attainment of the Purpose. The

instrument as a whole fulfills the 5 4 3 2 1
objectives to which it was
constructed.
6. Objectivity. Each item question

requires only one behavior. No aspect 5 4 3 2 1
of the questionnaire suggests bias on
the part of the researcher.
67
CRITERIA RATING
7. Scale and Evaluation Rating
System. The scale adopted is 5 4 3 2 1
appropriate for the items.
Comments and Suggestions:
Dr. Danilo Te
(Signature over Printed Name of the Validator)

68

5 – Excellent (E)
3 – Good (G)
2 – Fair (F)
1 – Poor (P)
CRITERIA RATING
1. Clarity of Direction and Items.
The vocabulary-level of the
questions suits the level of the 5 4 3 2 1
respondents. The directions and the
items are written in a clear and
understandable manner.
2. Presentation/Organization of 5 4 3 2 1
Items. The items are presented and

substance of the research. The 5 4 3 2 1
questionnaires are designed to

Category. The items represent the 5 4 3 2 1
coverage of the research adequately.
5. Attainment of the Purpose. The

instrument as a whole fulfills the 5 4 3 2 1
constructed.

69
CRITERIA RATING
Ms. Donna Vida Abrina

70

5 – Excellent (E)
3 – Good (G)
2 – Fair (F)
1 – Poor (P)
CRITERIA RATING
1. Clarity of Direction and Items.
The vocabulary-level of the
questions suits the level of the 5 4 3 2 1
respondents. The directions and the
items are written in a clear and
understandable manner.
2. Presentation/Organization of 5 4 3 2 1
Items. The items are presented and

substance of the research. The 5 4 3 2 1
questionnaires are designed to

Category. The items represent the 5 4 3 2 1
coverage of the research adequately.
5. Attainment of the Purpose. The 5 4 3 2 1

instrument as a whole fulfills the
constructed.

71
CRITERIA RATING
Jenner Chan

CURRICULUM VITAE
Name: Nick Anthony L. Biñas
Date of Birth: December 12, 1999
Age: 21 Years Old
Gender: Male
Birthplace: San Isidro, Davao District
Religion: Roman Catholic
Civil Status: Single
Address: Purok San Francisco, Ala, Esperanza, Sultan Kudarat
Parents’ name:
Father: Rodolfo C. Biñas
Mother: Elma A. Biñas
Educational Attainment
School Level School Year
Ateneo de Davao University College 2019-present
University of Mindanao. Senior high school 2017-2018
Notre Dame of Isulan, Inc. Junior high school 2012-2016

73
Name: Richmond Roi B. Ching
Date of Birth: May 1, 2000
Age: 20 Years Old
Gender: Male
Birthplace: Kidapawan City
Religion: Iglesia ni Cristo
Address: Villanueva Subdivision, Poblacion Kidapawan City, North
Cotabato
Parents’ name:
Father: Ronald O. Ching
Mother: Elvie B. Ching
Notre Dame of Kidapawan College Senior high school 2017-2018
Notre Dame of Kidapawan College Junior high school 2012-2016

74
Name: Ma. Mikaela A. Nuenay
Date of Birth: September 8, 1999
Age: 21 Years Old
Gender: Female
Birthplace: Davao City
Address: 404 Talomo Proper Davao City
Parents’ name:
Father: Mike Vincent Nuenay
Mother: Maribel Nuenay
Ateneo de Davao University Senior high school 2017-2018
San Pedro College Junior high school 2012-2016

75
Name: Maria Cielo D. Saavedra
Date of Birth: April 16, 2000
Age: 21 Years Old
Gender: Female
Birthplace: Davao City
Religion: Born Again Christian
Address: Sampaguita St. corner Adelfa St. Villa Josefina Matina
Davao City
Parents’ name:
Father: Jimmy F. Saavedra
Mother: Vivian D. Saavedra
Ateneo de Davao University Senior high school 2017-2018
Philippine Women’s College Junior high school 2012-2016

76
Name: Ryan H. Yaoto
Date of Birth: August 28, 2000
Age: 20 Years Old
Gender: Male
Birthplace: Manila
Address: 3131, Dayao St, Poblacion, Kidapawan City, North
Cotabato
Parents’ name:
Father: Redendor D. Yaoto
Mother: Genieve H. Yaoto
Notre Dame of Kidapawan College Senior high school 2017-2018
Notre Dame of Kidapawan College Junior high school 2012-2016

2A 2 Final Research Paper YaotoSaavedraBinasChingNuenay

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2A 2 Final Research Paper YaotoSaavedraBinasChingNuenay

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ATENEO DE DAVAO UNIVERSITY

SCHOOL OF BUSINESS AND GOVERNANCE

Consumers attitudes of Ateneo de Davao students towards

mobile online food delivery

A Research Paper Submitted to the Faculty of the

Undergraduate Business and Governance in Fulfilment of the

Requirements of the Marketing Research

Biñas, Nick Anthony

Saavedra, Maria Cielo

regression analysis as statistical tools.

food delivery. Perceived usability, perceived Advantage, facilitating conditions, and

trust have a significant relationship with consumers' attitudes towards mobile

towards mobile online food delivery.

Keywords: Attitude, Facilitating Conditions, Perceived Usability, Perceived

have been feasible. As a result, it is important to note their significant contributions:

To Dr. Rodilina B. Marte, DBA, the researchers' Marketing Research and

completing this academic research.

patience, guidance, words of inspiration, and support to help overcome

improve this academic research.

research possible with their valuable input.

To the researcher's parents who supported financially and served as a

source of encouragement and inspiration.

are dedicated to all of them.

TABLE NO. PAGE NO.

Table 1: Variables Literatures 8

Table 2: Distribution of Respondents to Each Department 28

Table 3: Level of Perceived Usability 29

Table 4: Level of Perceived Advantage 30

Table 5: Level of Facilitating Conditions 30

Table 6: Level of Trust 31

Table 7: Level of Favorability 32

Table 8.1: Age 35

Table 8.2: Sex 36

Table 8.3: School Department 36

Table 8.4: Mobile Food Delivery App 36

Table 9: Level of Perceived Usability 38

Table 10: Level of Perceived Advantage 40

Table 11: Level of Facilitating Conditions 42

FIGURE NO. PAGE NO.

Figure 1: Schematic Diagram 7

Figure 2: The Slovin’s Formula 27

Figure 3: Model Adequacy Plots 49

This chapter includes the background of the research, theoretical and

conceptual framework, statement of the problem, objectives of the research,

and definition of terms.

Background of the study

Mobile applications have opened many entries for today's marketing.

more complicated than before, marketing, accounting, advertising, educating

habits and methods also change simultaneously. Online shopping is a new

products, compare prices, and shop from various magazines simultaneously. E

commerce has already gone beyond its definition (Jones, 2013).

One of the branches of E-commerce is food delivery services. The rise of

City started delivering food from over 40 restaurants partnered directly to

This study is conducted for Ateneo de Davao University students to help

application in terms of consumers' buying intention, especially on the ongoing

Covid-19 pandemic. Furthermore, this study is being conducted to know the

online towards mobile online food delivery services.

perceived Usability and facilitating conditions, Innovation DiffusionTheory for the

variable perceived Advantage, Decomposed Theory of Planned Behavior for the

the dependent variable attitude towards online food delivery.

acceptance model (TAM) concentrates on the factor perceived Usability and

A person's tendency to use or not to use technology is shaped by his/her

an organizational and technological infrastructure to support a system's use.

(Venkatesh et al., 2003 as cited in Hamzat & Mabawonku, 2018). Facilitating