Journal of Retailing and Consumer Services 51 (2019) 221–230

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Why do people use food delivery apps (FDA)? A uses and gratification theory T
perspective
Arghya Raya, Amandeep Dhirb,c,∗, Pradip Kumar Balaa, Puneet Kaurb,c
a
Indian Institute of Management Ranchi, Ranchi, Jharkhand, India
b
Department of Industrial Engineering and Management, Aalto University, Finland
c
Optentia Research Focus Area, North-West University, South Africa

A R T I C LE I N FO A B S T R A C T

Keywords: Recently, scholars have attempted to understand consumer behavior related to the use of food delivery apps
Food delivery applications (FDAs) (FDAs). However, the various motives behind the usage of different FDAs have not been addressed. The current
Intention to use study worked to fill this gap by developing a psychometrically valid and reliable instrument that measures
Scale development different uses and gratifications (U&G) behind the use of FDAs. Additionally, the association between different U
Structural equation modelling (SEM)
&Gs and intentions to use FDAs were investigated. This study utilized a mixed-method research approach
Uses and gratifications (U&G) theory
consisting of open-ended essays (qualitative) with 125 FDA users and an online cross-sectional survey with 395
FDA users. The study applied U&G theory and found eight main gratifications behind the use of FDA, namely,
convenience, societal pressure, customer experience, delivery experience, search of restaurants, quality control,
listing, and ease-of-use. The results suggest that customer experience, search of restaurants, ease-of-use and
listing were the significant antecedents of intentions to use FDAs. The study concludes with various implications
and recommendations for future research on FDAs.

1. Introduction
The massive growth in the field of online services has also brought
changes to lifestyles and society in general (Sjahroeddin, 2018). Online
food delivery services (OFD) are now trending in the electronic com-
merce space. OFD is ordering and delivery of food from various res-
taurants through website or app. Customers usually search for a favorite
restaurant, choose from available items, and provide their delivery
address (Pigatto et al., 2017). The growth of internet providers and
increasing penetration of smartphones has fueled the growth of various
food delivery apps (FDA) such as Foodpanda, Swiggy, Zomato, and
Uber Eats. The growing popularity of FDAs has also fueled the growth
of various OFD startups, such as Ready Bowl and Masala Box
(KenResearch Report, 2018). The difference between OFD and FDA is
that orders can be made over the internet-based websites in OFD, but,
in the case of FDA, orders can be made only through mobile apps. The
services offered by various FDAs can be categorized as providing orders,
monitoring, payment and tracking facilities, but they are not liable for
the actual food preparation (Pigatto et al., 2017).
The FDA service providers can be categorized into the restaurant
itself and multiple types of restaurant intermediaries (Sjahroeddin,
2018; Yeo et al., 2017). Restaurants providing their own FDA services
include Domino’s, Pizza Hut, KFC, and many other smaller restaurants
in various cities. In contrast, multi-restaurant mobile applications such
as Foodpanda, Zomato and Uber Eats work as intermediaries for dif-
ferent restaurants (Sjahroeddin, 2018). FDAs that work as inter-
mediaries are required to maintain a cross-side network effect (Kung
and Zhong, 2017). FDAs reported revenue of US $95.4 billion in 2018
alone, and most revenues were generated in China, standing at US
$38.4 billion in 2018 (Statista Reports, 2018). According to CAGR
(Compound Annual Growth Rate), the expected annual revenues
growth stands at 9.6%, in turn generating a market volume of almost
US $137.6 billion by 2023 (Statista Reports, 2018).
Interestingly, food delivery services have existed in India since the
1890s with services such as the Mumbai dabbawallas (Baindur and
Macário, 2013). However, the growth of the various OFDs in India
came about in the 2010s with the emergence of Foodpanda, Swiggy,
and Domino’s. Comparatively, identical services in other parts of the
world began around the 2000s (Pigatto et al., 2017). India is a country
of 1.2 billion people and is undoubtedly one of the largest business
markets in the world. Additionally, about 50% of this population falls
under the age of 25 (AIMS Report). The 18-40-year old demographic

∗
Corresponding author. Department of Industrial Engineering and Management, Aalto University, Finland.
E-mail addresses: arghya.ray16fpm@iimranchi.ac.in (A. Ray), amandeep.dhir@aalto.fi (A. Dhir), pkbala@iimranchi.ac.in (P.K. Bala),
puneet.kaur@aalto.fi (P. Kaur).

https://doi.org/10.1016/j.jretconser.2019.05.025
Received 28 March 2019; Received in revised form 15 May 2019; Accepted 28 May 2019
0969-6989/ © 2019 Elsevier Ltd. All rights reserved.
A. Ray, et al. Journal of Retailing and Consumer Services 51 (2019) 221–230

OFD = Online Food Delivery; O2O = Online-to-Offline; QFD = Quality Function Deployment; SERVQUAL = Service Quality; CMV = Common Method Variance; SEM = Structural Equation Modelling;
drives most of the fast food demand in India and the appetite of the

Impact of efficiency, fulfilment, system availability, privacy, perceived value, food quality and user satisfaction on OFD usage.
Exploring the impact of OFDs on food shopping habits, increasing prevalence of overweight and obesity as well as diet-related
young population is a critical driver for increasing demand in the food

Association between hedonic motivation, convenience motivation, prior-online purchase, time-saving orientation, price-
and beverage sector (AIMS Report). All these attributes have fueled the

Relationship between quality of food and service, satisfaction, perceived value and consumer loyalty towards OFDs.
Influence of satisfaction, quality of service, technical requirements, and service delivery on OFD usage intentions.
growth of FDAs in India. In 2019, it is expected that revenue from FDAs
will be around US $8.167 billion with an annual growth rate of 9.1%

Influence of revenue increase, broader customer reach, and better customer base on outsources intention.
(Statista Report, 2018).
The sustainability of the FDA is dependent on two aspects, from a
trade point of view: first, the FDAs must be able to serve the needs and
expectations of its existing consumers. Second, the increasing number
of FDA service-providers is also increasing competition among them
(Mundy, 2018). Consequently, all different stakeholders of the FDA
ecosystem are interested in understanding the various uses and grati-

Analysing feasibility of websites based on its content, functionality and usability.

Influence of people’s value systems, and moral obligations on adoption decision.

fications (U&G) behind the use of FDAs in India. The FDA will be able to

saving orientation, post-usage usefulness, attitude and behavioural intention.

attract new prospective consumers by understanding their needs.
Consequently, it becomes necessary to find out the intentions and U&G

Influence of traffic conditions on factors influencing adoption of OFDs.

behind the use of different FDAs. We argue that understanding the U&G
behind the use of FDAs could be significantly associated with their

Relationships between M-S-Qual and demographic information.

adoption process.
The present study addresses the aforementioned gap by examining
the different U&Gs behind the use of FDAs in India. It is essential to
understand different U&Gs behind the use of FDAs for three main
reasons. First, the food industry is known to be a fast-growing industry
with estimated revenues of approximately US $137.6 billion by 2023
(Statista Report, 2018). However, despite this massive potential, lim-

Examining the AOFOM-based model.

ited prior scientific literature has examined the different perspectives
related to FDAs (see Table 1). We argue that understanding different U&
Gs will provide new context to the extant literature. Second, most prior

AOFOM = Agent-based O2O Food Ordering Model; NCDs = Non-Communicable Diseases; M-S-Qual = Mobile Service Quality.
studies were not conducted in India. Conducting similar studies in
culturally diverse countries such as India will help to better understand
the perspectives of consumers. This is important because scholars have
already noted the urgent need to carry out empirical studies in cultu-
Study Focus

rally diverse countries (Yeo et al., 2017) and with a larger data set (Roh
and Park, 2018; Suhartanto et al., 2019) because the existing literature

NCDs.
is based on culturally similar countries and utilized small samples (See-
Kwong et al., 2017; Suhartanto et al., 2019; Yeo et al., 2017). Third,

Regression analysis
prior research has extensively studied the acceptance of e-services (e.g.,
Content analysis

Content analysis
Study Measures

Inkinen et al., 2018). However, there are limited research investigations

Web mining
Experiment

available in the FDA segment. Consequently, it is essential to determine

Interviews

Interview

the factors that influence the acceptance of the FDAs.

SEM

SEM

SEM
SEM

A mixed-method approach comprised of qualitative and qualitative

methods was followed. The findings of this study reveal that customer
213 consumers (89% female) aged 12 to 45 years

405 samples (71.4% female), aged 17 to 40 years

224 university students (female 47.8%) aged 17

experience, search of restaurants, listing, and ease-of-use shared a sig-

500 respondents (51.8% female) aged 18 to 50
Qualitative study: 30 OFD companies in Brazil

405 customers (71.4% female) aged 17 to 40

nificant association with intention to use. However, surprisingly, con-

An experiment based on 13 scenarios), 700

venience, societal pressure, delivery experience, and quality control did

not play any role. The study has also discussed various theoretical and
Review of articles on O2O market

practical implications for different stakeholders, including FDA service

4296 consumers in Bogotá city.

providers, policymakers, restaurant owners, and FDA users.

Section 2, following this section, contains the review of existing
12 Qualitative interviews

literature. The research methodology is presented in section 3 followed

by the research model and hypotheses in section 4. The results, dis-
Sample Size: 158

cussion and conclusion are given in sections 5, 6 and 7, respectively.

to 30 years
Sample

2. Literature review
sample

years

years

2.1. Online Food Delivery (OFD)

OFD, FDA
Context
Prior literature review on FDA.

OFD services refer to internet-based services through which custo-

OFD

OFD
OFD

OFD

OFD

OFD

OFD
OFD

OFD
OFD

mers can order food and get it delivered to their doorsteps. In com-
parison, FDAs mainly work in the form of mobile applications. In the
See-Kwong et al. (2017)

Suhartanto et al. (2019)

Yusra and Agus (2018)

Elvandari et al. (2017)

Maimaiti et al. (2018)

present study, we are interested in the FDAs that form as an organi-

Roh and Park (2018)
Pigatto et al. (2017)

Correa et al. (2018)

Sjahroeddin (2018)

zation of strategic collaboration of franchises in which the food delivery

Yeo et al. (2017)

He et al. (2018)

businesses assume an intermediary role.

Author (Year)

The limited prior literature on FDAs (including OFD) was reviewed,

and we found a total of 12 empirical studies (both qualitative and
Table 1

quantitative) published on OFDs and FDAs (see Table 1). Prior litera-
ture focused on diverse geographical contexts such as Indonesia

222
A. Ray, et al.
(Elvandari et al., 2017; Suhartanto et al., 2019), China (He et al., 2018),
Malaysia (Yeo et al., 2017), South Korea (Roh and Park, 2018) and
Colombia (Correa et al., 2018). The qualitative papers (Çavuşoğlu,
2007; Maimaiti et al., 2018; Pigatto et al., 2017; See-Kwong et al.,
2017) mainly focused on the review (opportunities and challenges) of
the OFD services in the countries Brazil, Malaysia, Turkey, and China.
Scholars have used different theoretical frameworks. This included
the contingency framework and the extended IT continuance model
(Yeo et al., 2017), the technology adoption model (TAM) (Correa et al.,
2018; Roh and Park, 2018), the theory of reasoned action (TRA)
(Correa et al., 2018), innovation diffusion theory and self-efficacy
theory (Roh and Park, 2018), and electronic service quality (E-S-Qual)
(Elvandari et al., 2017; Sjahroeddin, 2018; Yusra and Agus, 2018).
The findings of the prior literature is as follows. Elvandari et al.
(2017) found that factors such as order conformity, politeness and
friendliness of delivery staff, cleanliness of food box, excellent condi-
tion of the received ordered food, and affordable delivery costs influ-
ence customer behavior. The technical requirements such as skill-re-
lated training of delivery staff and periodic evaluations of service
performance serve as significant predictors of effective delivery. Yeo
et al. (2017) suggested that convenience, post-usage usefulness, he-
donic motivation, price saving, time-saving, past experience, customer
attitude, and behavioral intention are positively related to one another.
Pigatto et al. (2017) found that social platforms are publicizing and
effectively increasing business visibility and stated that content, func-
tionality, and usability of a site must be valued while designing the
websites. See-Kwong et al. (2017) suggested that increase of revenue,
broader customer reach, and willingness to create a better customer
base influences business owners to outsource food delivery services.
Maimaiti et al. (2018) found that, in China, there are safety issues not
only related to food and hygiene, but also for the delivery staff because
of increasing road accidents. They stated that organisations should not
only focus on improving success, but also look at ways of reducing the
internal issues. He et al. (2018) noticed that food quality, preparation
time, the takeaway time, and duration of online ordering are significant
predictors of the agent-based food ordering model. Roh and Park
(2018) suggests that South Korean people with high moral obligation
(or married people) are more reluctant to convert their basic tendencies
into actual adoption intention towards FDAs than those with a low
moral obligation (or single people). Yusra and Agus (2018) revealed
that personal innovativeness influences customer delight and faith.
Correa et al. (2018) stated that traffic conditions had no association
with transaction volume and delivery time fulfillment, except for some
mild association between early deliveries and customer comments. Fi-
nally, Suhartanto et al. (2019) highlighted the importance of customers’
delight in hygiene in their study.
FDA is a growing sector in almost all countries, but little research
has been done and it has only recently begun to attract the attention of
scholars. In the past few years, the market share of different FDAs has
been booming, and it is expected to cross estimated revenues of around
US$11.57 million by 2023 (Statista Report, 2018). Even though FDAs
have made significant progress since their inception, they still face
various challenges in the Indian market. Some of the notable problems
with respect to FDAs are the increasing number of startups
(KenResearch Report, 2018), and higher tax regime (Seth and Dutta,
2018). As such, it becomes necessary for FDA service providers to ex-
amine the factors that affect the adoption of FDAs. The current study
focuses on India because the prior literature has emphasized the need
for new studies on diverse cultural backgrounds, using larger samples
(Roh and Park, 2018; Yeo et al., 2017).
2.2. Uses and gratification (U&G) theory
U&G theory enables scholars to understand why and how users
actively seek the use of a specific medium to satisfy their needs (Severin
and Tankard, 1997). U&G theory came into existence in 1944, and it is
223
Journal of Retailing and Consumer Services 51 (2019) 221–230
popularly used to find the reasons behind users' choice of a certain type
of media (Katz et al., 1973). In 1954, it was used as an extension of
needs and motivation theory (Katz et al., 1973). Later, in 1964, it was
used to understand people’s intentions to watch specific programs on
television (Katz et al., 1973) and to understand how people viewed the
mass media (Katz et al., 1973). From the 1980s onwards, U&G theory
became a popular theoretical framework for understanding the U&Gs
behind the use of different forms of media (Katz et al., 1973).
More recently, U&G theory has been used in a variety of technology
adoption contexts, namely Internet use (Dhir et al., 2015, 2016, 2017c),
online photo sharing (Malik et al., 2016), photo tagging (Dhir et al.,
2017a; Dhir and Torsheim, 2016), online social media (Dhir and Tsai,
2017; Dhir et al., 2017b) and various forms of new media, e.g., In-
stagram and Flickr (Bui, 2014; Liu et al., 2013; Zhang et al., 2016). U&G
has also been utilized to understand the reasons behind teenagers’
continued social media usage (Mäntymäki and Riemer, 2014) and the
adverse effects of social media use (Mäntymäki and Islam, 2016).
The current study has utilized U&G theory in context to FDA for two
main reasons. First, U&G is a well-utilized and tested theoretical fra-
mework for understanding the reasons and motives behind engaging
with a given medium or platform. Second, U&G has been successfully
utilized by scholars in different contexts, including social media and
other electronic retail segments. Due to these two reasons, we have
argued in favor of utilising U&G theory in the context of FDAs.
3. Methodology
3.1. Scale development
The study utilized a popular multi-method approach, proposed by
McMillan and Hwang (2002), for scale development. It involves a
qualitative intervention and cross-sectional survey with the target po-
pulation. This was necessary because no prior study has examined the
different U&G associated with use of FDAs. Initially, an online open-
ended essay study was undertaken with 125 FDA users in January 2019.
Open-ended essays help in extracting information-rich qualitative in-
sights and have been popular with several researchers (Bradding &
Hortsman, 1999; Dhir et al., 2017a; Ronen et al., 2001). In the quali-
tative essay, a set of predefined questions or statements (or stimulus)
was provided to the participants to instigate or encourage them to share
their past experiences and thought processes. The qualitative essay fo-
cused on several issues (e.g., gratifications and barriers or resistances)
pertaining to the use of FDAs. However, in the present study, only the
qualitative data pertaining to U&G of FDAs was examined. The main
themes of the online open-ended essay were a) main activities per-
formed on FDAs; b) different features of FDAs that are most appreciated
or liked; c) why, when, and how the use of FDAs started. The data from
the essays were analyzed by two researchers using the grounded theory
approach (Beyer and Holtzblatt, 1998) to see commonalities.
The data analysis resulted in the development of the themes re-
presenting different factors related to various U&Gs behind the use of
FDAs. After obtaining the first set of themes, the researchers utilized U&
G theory to re-organize those themes. In their study, Dhir et al.
(2017a,b,c) stated that such an approach enables researchers to explore
many ideas on an emerging concept without imposing any predefined
choices involved in the data analysis process. The data analysis resulted
in a total of eight themes, namely, convenience, societal pressure,
customer experience, delivery experience, search of restaurants, quality
control, listing, and ease-of-use. As suggested by prior literature
(Saunders et al., 2009), the pool of items was pilot tested on 10 FDA
users and also by three researchers independently. A total of 36 items
depicting eight different U&G were evaluated using an online cross-
sectional study of 395 FDA users. A five-point Likert scale was used to
measure the measurement items (where, 1 = strongly disagree,
5 = strongly agree).
A. Ray, et al. Journal of Retailing and Consumer Services 51 (2019) 221–230

Table 2 frequency of use and experience in FDA use (see Table 2). The target
Sample characteristics. user group was reached through various methods, e.g., sharing the
Characteristic Frequency Percentage (%) survey links on different online social-media platforms (e.g., Facebook
and WhatsApp) and other online communities, connecting to the target
Gender Male 251 63.54% population through friends’ networks, and approaching various orga-
Female 144 36.46%
nisations in the service sector (e.g., employees of IT companies and
Age Below 18 2 0.5%
19–24 80 20.25%
banks). The screening questions ensured the selected participants knew
25–30 257 65.06% what FDA services are and that they regularly use the FDA.
Above 30 56 14.19% The sample has a high percentage of male participants (63.54%),
Highest level of Below secondary level 3 0.75% and the participants belonged to mainly the age group 25–30 (65.06%).
Education (10th grade)
Whereas 38.99% of the participants are pursuing or have completed
Pursuing/completed 7 1.77%
higher secondary level graduate level studies, 54.44% of them are pursuing or have completed
(10+2) a master’s degree. About 87% of the participants belong to the middle
Pursuing/completed 154 38.99% class. We also found that the majority of participants (58.22%) have
graduate level
been using FDAs for more than a year. The participants were distributed
Pursuing/completed 215 54.44%
masters level
in FDA usage as follows: 5.57% of the participants use it practically
Pursuing/completed 16 4.05% every day, 24.56% of the participants use it a few times a week, 29.87%
doctorate (PhD or of the participants use it once a week, 29.87% of the participants use it
equivalent) once or twice a month, and 10.13% of participants use it less than once
Economic Poor 4 1.02%
a month. Therefore, the study sample is widely distributed and, hence,
Background
Mediocre 20 5.06% is representative of a broader population.
Lower Middle Class 108 27.34%
Upper Middle Class 237 60.00%
4. Research model and hypotheses
Rich 26 6.58%
FDA usage frequency Almost every day 22 5.57%
Few times a week 97 24.56% The proposed research model consists of eight different U&Gs of
Once a week 118 29.87% FDAs as the independent variables. The ‘intentions to use’ FDAs is the
Not even once a month 40 10.13% only dependent variable in this study. The empirical analysis is based
Once or twice a month 118 29.87%
FDA usage duration Less than a month 19 4.81%
on eight different hypotheses that investigate the association of the
Less than three months 21 5.32% different U&Gs and aims to use FDAs (shown in Fig. 1). The U&G theory
Less than six months 62 15.70% can be divided into mainly four categories, namely, social, process,
Less than a year 63 15.95% content, and technology gratifications (Sundar and Limperos, 2013).
More than a year 230 58.22%
Content gratification refers to the exposure (or knowledge) a person
gets to find the relevant information and process gratification refers to
the pleasure gained from the engagement in a given experience. The
3.2. Data collection and participants
social gratification deals with the various social influences and social
ties, and the technology gratification (added in U&G 2.0) refers to the
The target sample was a non-student user group, i.e., the working
gratifications that are predicted by using different types of technologies,
population in the age range of 25–65 years. The qualitative data were
rather than felt needs. The eight U&Gs can be classified into four di-
analyzed using NVivo to extract the important themes. Based on the
mensions as follows: process gratification (i.e., convenience, ease-of-
qualitative study, an online cross-sectional survey was developed and
use, delivery experience, and customer experience), content gratifica-
completed by 395 FDA users (91.14% were aged between 20 to 35
tion (i.e., search of restaurants), social gratification (i.e., societal pres-
years) in February 2019. Apart from this, there were four demographic
sure) and technology gratification (i.e., listing, quality control). The
questions, namely, age, gender, educational qualification, and eco-
different research hypotheses are presented below.
nomic background, and two questions related to FDA usage, namely
Societal pressure refers to the influence surrounding peers,

Fig. 1. The Proposed Research Model

224
A. Ray, et al.
colleagues, family, media, and society have on the adoption intentions.
In the context of FDAs, societal pressure can be identified as the ad-
vertisements on FDAs from various sources, e.g., media, friends and
peers. Societal pressure has been studied in the prior consumer litera-
ture in multiple contexts, such as a positive influencer (Barker, 2009).
Scholars have found a positive association of societal pressure and use
intentions in different settings, such as eating purposes (Liu et al.,
2019), purchase intentions (Kim, 2018), and continuance intention
(Shao, 2018). Therefore, the present study hypothesizes that:
H1. Societal pressure is positively associated with intention to use
FDAs.
Delivery experience refers to the positive experience related to the
delivery of food when ordered using an FDA. Delivery experience in-
cludes a provision in the FDA to order food at night, locate the delivery
address on a map, free delivery for some cases, and the ability to track
the delivery in real time and to view estimated delivery time. Several
recent studies found that consumer satisfaction and loyalty toward
OFDs is a vital predictor of usage intentions (Elvandari et al., 2017;
Maimaiti et al., 2018; Suhartanto et al., 2019; Yeo et al., 2017; Yusra
and Agus, 2018). The experience of a customer can play a vital role in
his usage of FDAs. This includes the delivery experience as well. Si-
milarly, studies in contexts other than FDAs also suggest that delivery
experience influences purchase intention in the performing arts (Hume,
2008), behavioral intention in restaurants (Othman et al., 2013), and
repurchase intention in internet shopping (Kim et al., 2012). All these
studies suggest a positive relationship between delivery experience and
intentions. A good experience leads to a positive intention to use/reuse
a service. Therefore, the study proposes:
H2. Delivery experience is positively associated with intention to use
FDAs.
Customer experience refers to the various experiences a customer
derives from the use of a given service. The customer experience from
FDAs depends on offers, coupons, cash-backs and discounts, loyalty
programs, and referral bonuses provided to customers. These benefits
are also known as customer engagement programs. In their study on
OFD in Kundu and Chatterjee (2018) stated that customer experience
has a significant positive association with usage intention. The buying
intention is based on both expectations and perceptions (Kyto et al.,
2019). Scholars have also found positive association between customer
experience and intention in different contexts, such as repurchase mo-
tive in online shopping and brand communities (Chan et al., 2014; Chiu
et al., 2009), and customer behavioral intention and loyalty (Kim and
Choi, 2013). Hence this study proposes:
H3. Customer experience has a positive association with intention to
use FDAs.
Ease-of-use refers to the easiness of using the service when making
use of the service or technological innovation. Ease-of-use in FDAs re-
fers to ease in the order placement process, the comfort of filtering food
choices and restaurants, and ease of tracking the order. For the past two
decades, scholars have pointed out that ease-of-use of technological
innovations has a significant positive association with use intention
(Davis, 1989; Venkatesh and Davis, 2000). Ease-of-use means a tech-
nology is not difficult to understand and use (Wu and Wang, 2005).
Food traceability systems can help in getting customers interested (Jin
and Zhou, 2014). Therefore, we argue that ease-of-use of FDAs is likely
to be positively associated with usage intention. Hence, we propose:
H4. Ease-of-use is positively associated with the plan to use of FDAs.
Quality control refers to the standards a service tries to maintain to
remain at or above the set standards of a given industry. The quality of
food also affects the food intake (Sahin et al., 2007). The customer
expects various quality indicators from FDA operators, such as pro-
viding photos, reviews, and ratings that enable a customer to shortlist
restaurants, select food items, and finalize the order. Prior literature has
suggested a positive association between quality and repurchase
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Journal of Retailing and Consumer Services 51 (2019) 221–230
motives in the case of business to consumers online retailing (Zhang
et al., 2011), service quality and satisfaction in context of low cost
airline carriers (Saha and Theingi, 2009), as well as site quality and
purchase intention in case of online customer behavior during pur-
chases (Kim and Lennon, 2013). In the context of OFDs, food quality is
positively associated with customer satisfaction (He et al., 2018;
Sjahroeddin, 2018; Suhartanto et al., 2019). Recent studies also suggest
that a delighted consumer will have a positive motive to purchase/re-
purchase (Nguyen et al., 2018; Zhou et al., 2018). We argue that, if the
FDA provides various quality indicators to its consumers, then it is
likely that consumers will be more likely to use FDAs. Thus, we pro-
pose:
H5. Quality control has a positive association with intention to use
FDAs.
Convenience refers to the ability to use something without diffi-
culty. FDAs can provide comfort by providing options to compare food
prices from different restaurants, enable customers to avoid waiting
time at restaurants, and also avoid traffic-related situations. Prior stu-
dies on OFDs suggest that location (Correa et al., 2018; He et al., 2018),
traffic (Correa et al., 2018), and convenience (Pigatto et al., 2017; Roh
and Park, 2018; Yeo et al., 2017) are positively associated with usage
intention. Furthermore, convenience is related to the usage intention of
various technologies, such as ubiquitous computing, online banking,
and eGovernment services (Gefen et al., 2002; Laforet and Li, 2005;
Yoon and Kim, 2007). Hence, this study proposes:
H6. Convenience is positively associated with intention to use FDAs.
Usability refers to the degree to which something can be used for
improving the services. In this study, usability is measured in two ways:
(a) Listing refers to the listing of restaurants and food choices (e.g.,
cuisines and food menu) in the FDAs; (b) Search of restaurants denotes
the efficient searching or hunting of restaurants and famous eateries.
Researchers in various contexts have found a positive association be-
tween usability and intention in different contexts, e.g., repurchase
intentions in B2C e-commerce (Zhang et al., 2011), online book retail
(Casaló et al., 2010), and eBanking services (Tsai et al., 2014). In the
OFD sector, Pigatto et al. (2017) found a positive association of content,
functionality, and usability of websites in attracting new prospects.
Thus, in line with existing literature, this study proposes:
H7. Listing is positively associated with intention to use FDAs.
H8. Search of restaurants is positively associated with intention to use
FDAs.
4.1. Data analysis
The qualitative data were analyzed using NVivo software and a
grounded theory approach (Charmaz and Belgrave, 2015; Glaser and
Strauss, 1967). The cross-sectional data were analyzed using IBM SPSS
and AMOS programs. Structural equation modelling (SEM) (Hair et al.,
2010; Hair et al., 2013) procedures were used to examine the postu-
lated research model. In the first step, confirmatory factor analysis
(CFA) was conducted to establish goodness of fit for the measurement
model and to confirm the different forms of instrument validity and
reliability (e.g., convergent and discriminant validity, and construct
reliability). After confirming the measurement model, the structural
model was examined to analyze the validity of the different research
hypotheses.
5. Results
5.1. Measurement model
This study examined the measurement model by using various
goodness-of-fit indices. Prior literature indicates different threshold
A. Ray, et al. Journal of Retailing and Consumer Services 51 (2019) 221–230

Table 3
Study Measures, and factor loadings for the measurement and structural model.
Study Measures (References) Measurement Items CFAa SEM**

2
Beta R Beta R2

Intention to use (IU) IU1: I may use FDAs more frequently in future 0.86 0.73 0.86 0.73
IU2: If I have an opportunity, I will order food through the FDAs 0.87 0.76 0.87 0.76
IU3: I intend to keep ordering food through the FDAs 0.88 0.78 0.88 0.78
Societal Pressure (SP) SP1: I have often seen advertisements of FDAs on the Internet 0.82 0.68 0.82 0.68
SP2: I have often seen my friends order from the FDAs. a 0.89 0.80 0.89 0.80
Delivery Experience (DE) DE1: I like the FDAs' provision to order food at late night 0.74 0.55 0.74 0.55
DE2: I like the FDAs' provision for locating the delivery address on the map 0.76 0.58 0.76 0.58
DE3: I like the FDAs' provision of free delivery for specific orders 0.81 0.66 0.81 0.66
DE4: I like the FDAs' provision to know about the estimated time of delivery 0.83 0.68 0.83 0.68
DE5: I like the FDAs' provision for tracking the delivery person on real-time 0.75 0.57 0.75 0.57
Customer Experience (CE) CE1: I enjoy offers in the form of coupons, cash-back and discounts on the FDAs 0.69 0.48 0.69 0.48
CE2: I enjoy loyalty programs launched by the FDAs 0.81 0.66 0.81 0.66
CE3: I refer the FDAs to my friends to earn a referral bonus 0.72 0.51 0.72 0.51
CE4: I like the advertisements and suggestions based on my preferences on FDAs 0.69 0.48 0.69 0.48
Ease-of-Use (EU) EU1: FDAs are easy to use 0.87 0.76 0.87 0.76
EU2: The order placement process via an FDA is easy for me 0.89 0.80 0.89 0.80
EU3: I like the feature to track order progress (order accepted/prepared/picked up) via an FDA 0.86 0.73 0.86 0.73
EU4: The filter options (e.g., type of cuisine, estimated delivery time) are helpful to me 0.75 0.57 0.75 0.57
Quality Control (QC) QC1: FDAs provide photos, reviews and ratings, which help me to shortlist restaurants 0.86 0.74 0.86 0.74
QC2: FDAs provides photos and reviews of food items, which help me to finalize my order 0.83 0.69 0.83 0.69
QC3: FDAs provide photos, reviews and ratings, which help me to to finalise the menu 0.88 0.77 0.88 0.77
Convenience (CV) CV1: FDAs provide convenience to compare food prices from different places 0.66 0.44 0.66 0.44
CV2: FDAs help me to avoid traffic 0.80 0.64 0.80 0.64
CV3: FDAs help me to avoid waiting time at restaurants 0.79 0.62 0.79 0.62
Listing (LT) LT1: I like the way restaurants are listed area wise on FDAs 0.86 0.74 0.86 0.74
LT2: I like the way restaurants are listed cuisine wise on FDAs 0.85 0.72 0.85 0.72
LT3: I like the way the menu is appropriately categorized on FDAs (without fancy names) 0.77 0.60 0.77 0.60
Search of Restaurants (SR) SR1: FDAs help me to search or hunt for restaurants 0.81 0.66 0.81 0.66
SR2: FDAs help me to discover new or famous eateries 0.82 0.67 0.82 0.67
SR3: FDAs help me to discover nearby eateries 0.85 0.72 0.85 0.72

Note.
a
Factor loadings measurement model, **Factor loadings structural model.

values for fit indices, namely, Chi-square ratio degrees of freedom (X2/
df ) < 3.0, Bentler Comparative Fit Index (CFI) ≥ 0.92, Tucker-Lewis
Index (TLI) ≥ 0.92, and Root mean square error of approximation
(RMSEA) ≤ 0.08 (Hair et al., 2013). CFA was also performed to assess
the fit of the measurement model. The fit statistics showed good model
fit: X2/df = 2.61, CFI = 0.93, TLI = 0.92, RMSEA = 0.64.The final so-
lution of constructs and indicators is shown in Table 3.
CFA was also examined using the convergent and discriminant va-
lidity. Convergent validity was measured by examining whether the
average variance extracted (AVE) for the respective study measures
were above 0.50 (Hair et al., 2010, 2013) (see Table 4). Since all the
measures for this study have an AVE score above 0.50, this study
confirmed good convergent validity. The study measures also possess
sufficient discriminant validity because the square root of the AVE for
any given measure was greater than the corresponding inter-measure
correlation and the correlation between any two given study measures
was below 0.80 of the off-diagonal values (Fornell & Larcker, 1981;
Hair et al., 2010, 2013) (see Table 4 columns 6–14). This study also
confirmed good construct reliability because the construct reliability
scores of the measures were above 0.75 (Bagozzi et al., 1991; Hair et al.,
2010, 2013) (see Table 4).
5.2. Structural model
The structural model fit the data well (X2/df = 2.61, CFI = 0.93,
TLI = 0.92, RMSEA = 0.06). Table 5 shows the standardized regression
coefficients estimated by the structural model. The regression coeffi-
cients of listings (β = - 0.30, p < 0.001), customer experience
(β = 0.60, p < 0.001), ease-of-use (β = 0.38, p < 0.001), and search
of restaurants (β = 0.29, p < 0.05) were statistically significant in the
context of intention to use. The standardized coefficients help to con-
clude the strength and nature of the association between the

Table 4
Mean, standard deviation, convergent and discriminant validity.
Measures Mean (SD) CR AVE MSV SP EU CE CV LT QC SR DE IU

SP 4.03 (0.89) 0.85 0.74 0.60 0.86

EU 4.12 (0.86) 0.91 0.72 0.60 0.73 0.85
CE 3.73 (0.88) 0.82 0.53 0.53 0.56 0.54 0.73
CV 3.84 (0.83) 0.80 0.57 0.53 0.58 0.64 0.66 0.75
LT 3.91 (0.85) 0.87 0.68 0.60 0.66 0.69 0.58 0.66 0.83
QC 3.98 (0.90) 0.89 0.73 0.50 0.63 0.66 0.60 0.56 0.60 0.86
SR 4.06 (0.82) 0.87 0.68 0.59 0.73 0.69 0.61 0.73 0.76 0.70 0.83
DE 4.05 (0.79) 0.89 0.61 0.60 0.77 0.78 0.69 0.72 0.77 0.71 0.77 0.78
IU 3.84 (0.93) 0.90 0.76 0.90 0.66 0.71 0.73 0.68 0.54 0.57 0.68 0.71 0.87

Note: Intention to Use = IU, Delivery Experience = DE, Search of Restaurants = SR, Quality Control = QC, Convenience = CV, Customer Experience = CE,
Listing = LT, Ease of Use = EU, Societal Pressure = SP, CR = Composite Reliability, AVE = Average Variance Extracted, MSV = Maximum Shared Variance,
Standard Deviation = SD.

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A. Ray, et al. Journal of Retailing and Consumer Services 51 (2019) 221–230

Table 5 choosing a restaurant or food on an FDA rather than complying with

Confirmation of hypotheses. what others choose.
Hypotheses Path β p H2 investigates the positive association between delivery experi-
ence and intention to use FDAs. Similar to the above finding, no sig-
H1 SP → IU 0.12 n.s. nificant relationship was found. This result is inconsistent with prior
H2 DE → IU 0.10 n.s.
literature (Hume, 2008; Kim et al., 2012; Othman et al., 2013). It may
H3 CE → IU 0.60 < 0.001
H4 EU → IU 0.38 < 0.001
be that the FDA customers do not value free delivery, timely delivery of
H5 QC → IU −0.14 n.s. food, or provisions for night delivery while using FDAs, e.g., delivery
H6 CV → IU 0.18 n.s. persons are usually late due to road traffic in most Indian metro cities.
H7 LT → IU −0.30 < 0.001 Second, almost all FDA service providers stress a good delivery ex-
H8 SR → IU 0.29 < 0.05
perience. Consequently, it is no longer a differentiating variable in the
n.s. = not significant. context of intentions to use.
H3 examines the association between customer experience and
independent and dependent variables. Customer experience had the usage intention. In line with earlier studies (Chan et al., 2014; Chiu
strongest association with the intention to use, ease-of-use was the et al., 2009; Kim and Choi, 2013), the current study also found a po-
second strongest measure followed by search of restaurants. In contrast, sitive association between customers’ experience and intentions to use
listings shared a significant negative association with intention to use. FDAs. This suggests that customer engagement mechanisms such as
This suggests that hypotheses H3, H4, and H8 were supported (Fig. 2). coupons, discounts, loyalty programs, referral programs, and adver-
tisements are useful in enhancing the intention to use FDAs among
consumers.
6. Discussion H4 investigates the association between the ease-of-use and usage
intention. The study results support this hypothesis, which supports the
The studies on OFDs and FDAs are still in the nascent stage. The past findings of the prior literature (e.g., Kuo and Yen, 2009; Lu and Su,
few years have witnessed some interest from scholars as empirical 2009). The study finding suggests that customers value ease-of-use, i.e.,
studies have burgeoned. The current study is the first empirical study order placement process, a feature to track order progress and filter
that investigates the different U&Gs behind the use of FDAs. options contribute to ease, which is positively associated with inten-
Furthermore, the study examines the association between different tions to use FDAs.
U&Gs of FDAs and intentions to use FDAs. The mixed-method research H5 tested the association between quality control and intention to
involved open-ended essays with 125 FDA users and online cross-sec- use. Surprisingly, the study results suggested an insignificant relation-
tional surveys with 395 FDA users in India. The study utilized U&G ship. This is in contrast with other previous research works (Kim and
theory as a theoretical lens for knowing the intentions and reasons Lennon, 2013; Saha and Theingi, 2009; Sjahroeddin, 2018; Zhang et al.,
behind the use of FDAs. This study offers various managerial and aca- 2011). However, some studies have also suggested an insignificant as-
demic implications for different stakeholders, including FDA service sociation of quality and intention to use in different contexts, such as
providers, restaurant owners, and FDA users themselves. service quality and consumer satisfaction (Lee et al., 2000), and product
H1 examines the positive association between societal pressure and quality and purchase intention (Nelloh and Chandra, 2015). A possible
intention to use FDAs. The findings of this study (see Table 5) suggest explanation could be that (a) choosing food, or a restaurant is more of
no significant association, which was inconsistent with prior literature an individualistic activity and customers were not influenced by re-
(Barker, 2009). However, our finding is in line with the findings of Jin views posted by others while shortlisting food or restaurants; (b) quality
and Kang (2011) in the case of the online apparel purchases in China. control in the form of photos, reviews, and ratings are mainly directed
Possible reasons for this disconnect could be: (a) food choices are at the selection process related to a different available restaurant or
mostly individual and, hence, societal pressure has no association with food items. Consequently, quality control is not associated with inten-
intentions to use FDAs; (b) people do not use FDAs based on adver- tions to use FDAs and it may be associated with the selection process of
tisements or recommendations/suggestions from friends and family a given selection process.
unless they get offers or discounts. People follow their own views while H6 examined the association of convenience and intentions to use

Fig. 2. Results of the Structural Model

227
A. Ray, et al.
the FDA. The study finding did not support this hypothesis, which was
inconsistent with the majority of the prior literature (see Correa et al.,
2018; He et al., 2018; Pigatto et al., 2017; Roh and Park, 2018; Yeo
et al., 2017). It may be that intentions to use FDA are not driven by the
need to avoid traffic or waiting time at restaurants. Instead, people’s
intent to use FDAs is driven by food choices and ease-of-use offered by
FDA service providers.
H7 and H8 examined the association between the usability related
measures (i.e., listing and search of restaurants) and intentions to use
FDA. H7 was not supported because listing had a significant negative
association with intentions. The study finding suggest that FDAs that
provide a listing of restaurants according to area, cuisine, and menu
size are negatively associated with intentions to use FDAs. A possible
reason could be that listing the restaurants using different themes might
result in a complicated interface, which results in negative intentions
among consumers toward FDAs. However, this argument warrants
further investigation. H8 was supported since search of restaurants
shared a positive association with intentions which is consistent with
most of the prior literature (e.g., Pigatto et al., 2017; Tsai et al., 2014).
The possible reasons could be (a) consumers value that FDAs help them
to search new, famous, nearby restaurant eateries and this motivates
them to use FDAs; (b) consumers liking/disliking ratings is associated
with appropriateness (Cardello et al., 2000).
7. Conclusion
7.1. Theoretical and managerial implications
This study has two main theoretical implications. The current re-
search is the first empirical study that has examined the different U&Gs
of FDAs. Consequently, the study findings significantly contribute to the
emerging literature on FDAs and OFDs by exploring the influence of the
factors of societal pressure, delivery experience, customer experience,
ease-of-use, quality control, convenience, listing, and search of restau-
rants on the usage intention of users. Also, the current study has studied
the behavioral intention of FDA users in a culturally diverse country,
namely India. The factors of customer experience, ease-of-use and
listing of restaurants affecting usage intentions can be utilized by var-
ious researchers in different contexts, such as online real estate seg-
ment. India is currently undergoing a massive transformation in terms
of digitisation initiatives, and it is anticipated that the FDA market in
the country will also grow. The current study is among the first to have
specifically looked into Indian FDA users. The generated body of
knowledge sets the stage for further developing theoretically driven
frameworks to explore the strategic implications of OFD services.
There are four main managerial implications of the current study.
First, the present research enhances the existing knowledge and skill-set
of FDA service providers as well as restaurant owners. The study find-
ings indicate the different intentions and reasons behind the use of
FDAs and their association with intentions to use FDAs. Additionally,
the current study provides contextual knowledge, i.e., a deeper un-
derstanding of a rarely studied cultural background of FDA users in
India. Second, from the study, service providers and restaurant owners
can learn that customer experience, ease-of-use, and usability (listing
and search of restaurants) are critical factors behind the success of any
FDA. Consequently, they should focus on these three aspects for
achieving higher acceptance and adoption among their target popula-
tion. Third, the study findings could be useful for startups, policy ma-
kers, government bodies, and private service providers interested in the
food industry. FDAs are becoming increasingly popular and are gra-
dually becoming an instrument for survival of restaurant owners as well
the food service industry. This popularity is also fueled by customers’
increasing willingness to consume ready-made food at their doorstep.
Finally, the study findings could be relevant for marketers as well as
advertisers who could utilize our study findings for building a better
customer base. Similarly, foreign companies that are interested in
228
Journal of Retailing and Consumer Services 51 (2019) 221–230
expanding the market of OFDs in developing countries can gain stra-
tegic insights from the results of this study.
7.2. Limitations and future scope
The current study has three main limitations. First, the current re-
search is mainly based on FDA users in India and the study findings may
not be generalizable to other cultures in a different country. Second, the
study design was influenced by cross-sectional set-up which is prone to
methodological bias. Third, the current research focuses on the custo-
mers’ perspectives towards FDAs only. Consequently, the results cannot
be generalized to other contexts in the food service industry (e.g., de-
livery of fresh vegetables). We emphasize that scholars should address
these limitations in future studies. We have three main suggestions for
future work. First, future studies should include FDA users from mul-
tiple countries and try to generalize the study finding across a much
wider geographical region. Second, future examinations could use
longitudinal and experimental designs to investigate the relationships
over time and determine the causality in the associations. Third, future
studies should also focus on issues concerning employees and sellers, as
well as delivery personnel engaged with FDAs.
To conclude, the research examining OFDs and FDAs is still at the
nascent stage, but they have recently attracted the attention of scholars.
The present study significantly contributes to FDA literature because it
is the first empirical study that examines various U&Gs behind the use
of FDAs. Furthermore, it examines the association between different U&
Gs and intentions to use FDAs. The study utilized a mixed-method ap-
proach consisting of a qualitative-based survey of 125 FDA users fol-
lowed by a quantitative cross-sectional study of 395 FDA users. This
study utilized an eight-factor structure representing eight different U&G
of FDAs, namely, delivery experience, quality control, convenience,
customer experience, listing, ease-of-use, search of restaurants, and
societal pressure. The measurement model has demonstrated a good
convergent and divergent validity and sufficient construct reliability.
The study results concluded that customer experience, search of res-
taurants, listing, and ease-of-use shared a significant association with
intention to use. In comparison, convenience, societal pressure, delivery
experience, and quality control did not play any role. The study offered
various theoretical and practical implications for different stakeholders,
including FDA service providers, policymakers, restaurant owners, and
FDA users.
This research was financially supported by the Academy of Finland
mobility grants (Decision No 326066, 318452, 311191, 326065,
317752).
Appendix A. Supplementary data
Supplementary data to this article can be found online at https://
doi.org/10.1016/j.jretconser.2019.05.025.
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