C

Assignment Cover Sheet

Qualification Module Number and Title

OTHM LEVEL 7 T/508/0626 Business Research Methods
DIPLOMA IN LOGISTICS AND SUPPLY CHAIN
MANAGEMENT

Student Name & No. Assessor

Dr. Chandana Kasturi Arachchi

Hand out date Submission Date

August 2022
Soft copy submission – 25th September 2022
to ICBT SIS

Assessment Duration/Lengt Weighting of Assessment

type h of
Assessment
Report 2500 words
Type
Report
Individual
Report

Learner declaration

I, …………………………………………, certify that the work submitted for this assignment is my own
and research sources are fully acknowledged.

Marks Awarded
First assessor

IV marks

Agreed grade

Signature of the assessor Date

 FEEDBACK
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INTERNATIONAL COLLEGE OF BUSINESS &

TECHNOLOGY

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Empirical study on the Factors impact on consumer buying
decision on using virtual food delivery services Throughout
the Pandemic Situation
Table of Contents
Assignment Cover Sheet....................................................................................................................1
FEEDBACK FORM.....................................................................................................................................2
1. INTRODUCTION.............................................................................................................................5
1.1. Background of the study...........................................................................................................5
1.2. Problem Statement....................................................................................................................6
1.3. Research Question (s)................................................................................................................6
1.4. Research Objectives...................................................................................................................7
1.5. Significance of the research.......................................................................................................7
1.6. Structure/Organization of the Study........................................................................................8
2. LITERATURE REVIEW..................................................................................................................9
2.1 Conceptual Framework...........................................................................................................11
2.2 Hypothesis Development.........................................................................................................11
3. METHODOLOGY..........................................................................................................................12
3.1 Research approach...................................................................................................................12
3.2 Collection of data.....................................................................................................................12
3.3 Population and Sampling........................................................................................................12
3.4 Analysis of data........................................................................................................................13
3.4.1 Reliability and validity of the study................................................................................14
3.5 Research Ethics........................................................................................................................14
4. TIME PLAN FOR THE RESEARCH...........................................................................................15
 1. INTRODUCTION

The World Health Organization (WHO) reports that the 2019 coronavirus illness (COVID-19)
first appeared in China in December 2019 and then spread to the rest of the world on March 11,
2020 [ CITATION WHO20 \l 1033 ]. Self-quarantine, wearing a mask in public, social isolation,
and movement restrictions have been strongly recommended by the World Health Organization
[ CITATION WHO20 \l 1033 ] due of the significant risk of death and human-to-human
transmission that is associated with COVID-19. As a direct consequence of this, citizens of the
majority of the United States were ordered to remain inside their homes, and businesses that
provided foodservice were either forced to shut down or face restrictions [ CITATION Res20 \l
1033 ].

1.1.Background of the study

As COVID-19 forced a reduction in dine-in service, several eateries reacted by placing greater
emphasis on contactless and online meal delivery systems. There was a significant increase in the
use of online meal delivery systems by both food service providers and their customers during
COVID-19 [ CITATION Sta20 \l 1033 ]. During the 2009-2010 COVID-19 epidemic in the
United States, around 67% of residents favored using internet delivery services to acquire food
[ CITATION Sta20 \l 1033 ]. The term "online food delivery service" (or "online food ordering
delivery service") is used to describe businesses that facilitate the ordering and delivery of meals
over the internet and establish connections between clients and partner foodservice businesses
[ CITATION Ray19 \l 1033 ]. It is possible to compare menus, prices, and user reviews across
various restaurant kinds with the help of online food delivery services. Customers now have
access to a new platform for placing online food orders, thanks to the proliferation of mobile
devices, in the shape of meal delivery applications. It's also likely that both diners and eateries
made greater use of internet meal delivery options during and after the COVID-19 epidemic.
Existing research explains why people use online meal delivery systems [ CITATION Yeo17 \l
1033 ],[ CITATION Nguds \l 1033 ] and what influences people to use these services
[ CITATION Zha20 \l 1033 ].
 1.2.Problem Statement

As an added bonus, past research has looked at what factors influence an individual's willingness
to adopt new technologies, using the TAM [ CITATION Dav89 \l 1033 ]. Putting TAM to the test
and expanding it to include other factors (social influence, trust, and enjoyment) could help those
in the food service industry's management develop plans for online meal delivery services. In
addition, there is a lack of studies examining the factors that encourage customers to use online
meal delivery services, even during epidemics [ CITATION Hon21 \l 1033 ]. Consumers' dining
and consumption habits have changed as a result of the COVID-19 pandemic, making it
important to think about the pandemic as a context factor influencing customers' use of online
food delivery services [ CITATION Gue21 \l 1033 ]. In light of the COVID-19 epidemic, this
research aims to create a complete model of the elements influencing customers' use of online
meal delivery services by integrating TAM and other aspects (such as enjoyment, trust, and
social impact). Applying the TAM to the food delivery setting, this study has theoretical
underpinnings and important practical consequences for the online food delivery and food
service industries during the COVID-19 epidemic.

1.3.Research Question (s)

Main research question: What are the most important factors that impact on consumer buying
decision on using online food delivery services During the Pandemic Situation?

Sub questions;

 How Perceived Usefulness (PU) impact on consumer buying decision on using online
food delivery services During the Pandemic Situation?

 How Perceived Ease of Use (EOU) impact on consumer buying decision on using online
food delivery services During the Pandemic Situation?

 How Enjoyment (EJM) impact on consumer buying decision on using online food
delivery services During the Pandemic Situation?
  How Trust (TR) impact on consumer buying decision on using online food delivery
services During the Pandemic Situation?

 How Social influence (SI) impact on consumer buying decision on using online food
delivery services During the Pandemic Situation?

 How Attitude (AI) impact on consumer buying decision on using online food delivery
services During the Pandemic Situation?

1.4. Research Objectives

Main Objective: To identify the most important factors that impact on consumer buying
decision on using online food delivery services During the Pandemic Situation.

Sub Objectives;

 To identify the impact of Perceived Usefulness on consumer buying decision on using online
food delivery services During the Pandemic Situation.

 To identify the impact of Perceived Ease of Use on consumer buying decision on using
online food delivery services During the Pandemic Situation.

 To identify the impact of Enjoyment on consumer buying decision on using online food
delivery services During the Pandemic Situation.

 To identify the impact of Trust on consumer buying decision on using online food delivery
services During the Pandemic Situation.

 To identify the impact of Social influence on consumer buying decision on using online food
delivery services During the Pandemic Situation.

 To identify the impact of Attitude on consumer buying decision on using online food
delivery services During the Pandemic Situation.
 1.5. Significance of the research

A person's readiness to satisfy one or more of their needs is the first step in the purchasing
decision-making process, which consists of a series of choices that a person makes before
making a purchase. This may require making a selection regarding the store where the purchase
will take place, the quantity of the product, the timing of the purchase, the price of the product,
the mode of payment, and possibly other aspects. Marketers have the ability to sway these
decisions, which ultimately lead to the purchase decision, to the benefit of their company if they
are aware of the variables that are considered to be the most significant in making the buy
decision.

1.6.Structure/Organization of the Study

There are 5 chapters in this thesis.

Chapter one: Introduction

An overview of the study's findings, which explain what prompted people to use online food
delivery services even as the COVID-19 pandemic spread. This section includes discussions on
the study's context, significance, objective, and questions.

Chapter two: Literature review

The literary reviews and reference literature compiled for the purpose of writing this research
piece serve as a foundation for future exploration of previously uncovered discoveries.

Chapter three: Research methodology and conceptual frame work

In this chapter, we explore the research methodologies and procedures used to complete the
study. Specification of data sources and procedures for collecting that data are two essential parts
of any research plan. Researchers construct a theoretical foundation for their work in this chapter.

Chapter four: Analysis of Data

In Chapter 4, the research's primary findings and data analysis are highlighted. It analyzes data
collected via questionnaires and draws conclusions.

Chapter Five: Conclusions

The study's main conclusions and key findings are outlined in this section. And suggestions for
additional research and development are given to scientists.

2. LITERATURE REVIEW

Information technology has changed the food service business paradigm. Fast-food restaurants,
notably pizza franchises, were early adopters of online meal ordering using their websites.
Online food ordering has exceeded restaurant operations' expectations [ CITATION Kim11 \l
1033 ]. Online meal ordering is popular with customers and restaurants [ CITATION Sta19 \l
1033 ].

Several online food-ordering concepts were introduced. Aside from restaurant chain websites,
the precursors of online meal ordering systems only displayed restaurant names with basic
information, such as phone numbers or addresses. These systems have included menus and
prices. Online meal ordering companies take orders from affiliated establishments. At this point,
food ordering platforms have taken over. Restaurants handled delivery if available. Food
ordering platforms now handle delivery. Restaurants that offer online food ordering may use
their own websites or third-party platforms. In addition, restaurants may transport food directly
to customers (e.g., Domino's), or the platform may pick up meals from restaurants and distribute
them (e.g., Uber Eats). Grub Hub offers both services [ CITATION Sta19 \l 1033 ]. Online meal
ordering led to online food delivery, an important business strategy. Online food delivery is the
preparation and delivery of food ordered online through partner food service websites or mobile
apps [ CITATION Ray19 \l 1033 ].
Along with attitude, examines beliefs. Attitude is a partial mediator of beliefs, while EOU is a
causal precursor of PU [ CITATION Dav89 \l 1033 ]. Many empirical research suggest belief
causality. Beliefs are inconsistent, however. Respected scholars have also argued convincingly in
the opposite direction [ CITATION Pav03 \l 1033 ]. Gefen et al. [CITATION Gef03 \n \t \l 1033
] say EOU affects trust, contrary to Pavlou [CITATION Pav03 \n \t \l 1033 ]. Ingham et al.
[CITATION Ing15 \n \t \l 1033 ] say the introduction of causal links between beliefs is based on
structural equations, not theory. This explains Davis' [CITATION Dav89 \n \t \l 1033 ]
circumstantial and data-based support of EOU and PU's causal link. PU may effect behavior
directly or indirectly through attitude.

Davis et al. [CITATION Dav89 \n \t \l 1033 ] tested enjoyment's direct and indirect effects on
behavioral intention. Davis et al. [CITATION Dav89 \n \t \l 1033 ] said good or negative
thoughts about a conduct are linked to intention. Pavlou [CITATION Pav03 \n \t \l 1033 ]
explored the direct effects of perceived risk and trust on intention. Motivation hypothesis
[ CITATION Dav92 \l 1033 ]drove enjoyment. Motivation can be extrinsic (instrumental) or
inner (hedonic). Enjoyment is intrinsic, whereas perceived usefulness is extrinsic. In some e-
commerce research, enjoyment is a direct predictor of e-shopping intention [ CITATION
Wen11 \l 1033 ] or an indirect predictor through a good attitude [ CITATION Ohe09 \l 1033 ].
Enjoyment and playfulness are utilized similarly in empirical investigations [ CITATION
Kim09 \l 1033 ].

Online shoppers hesitate due to safety concerns [ CITATION Gef031 \l 1033 ]. Customers trust
retailers' safety and internet technologies. In prior investigations, perceived risk was evaluated
apart from trust [ CITATION Pav03 \l 1033 ]. However, they have opposite conceptualizations.
Customers' risk perceptions often involve expected losses or other unpleasant outcomes from a
transaction. Both vendors and the transaction are unpopular [ CITATION Kim08 \l 1033 ].
Otherwise, trust is a collection of precise notions about the vendor's trustworthiness [ CITATION
Has07 \l 1033 ], a sense of confidence and security about online transactions [ CITATION
McC10 \l 1033 ], or [ CITATION Wen11 \l 1033 ]. Trust and perceived risk can be alternative
factors with some adjustments. In this study, trust includes perceived danger.
Trust influences intended use [ CITATION Cha11 \l 1033 ]. Risk perception predicts intention
negatively [ CITATION Izq11 \l 1033 ]. Trust is key to a positive e-shopping attitude
[ CITATION Kim08 \l 1033 ] Risk perception negatively predicts attitude.

Social influence positively affects attitude, say two studies [ CITATION Bar07 \l 1033 ]. Barkhi
and Wallace [CITATION Bar07 \n \t \l 1033 ] believe peer influence shapes virtual store
customers' purchase decisions. Subjective norms determine customer approval of airline B2C e-
commerce websites, according to Kim et al.

2.1Conceptual Framework
 Figure 1: Conceptual Framework

Note: PU = perceived usefulness; EOU = perceived ease of use; EJM = enjoyment; TR = trust; SI =
social influence; AT= attitude; BI=behavior intention

2.2Hypothesis Development

 H1 - Perceived Usefulness (PU) positively impact on consumer buying decision on using

online food delivery services During the Pandemic Situation.

 H2 - Perceived Ease of Use (EOU) positively impact on consumer buying decision on

using online food delivery services During the Pandemic Situation.

 H3 - Enjoyment (EJM) positively impact on consumer buying decision on using online

food delivery services During the Pandemic Situation.

 H4 - Trust (TR) positively impact on consumer buying decision on using online food
delivery services During the Pandemic Situation.

 H5 - Social influence (SI) positively impact on consumer buying decision on using online
food delivery services During the Pandemic Situation.

3. METHODOLOGY

The methodology lays out the steps that need to be taken when performing a study. Beliefs and
philosophical assumptions incorporated in this framework drive research questions and methods.
Consistency in the research process's use of instruments, methods, and guiding philosophy is

ensured by the research methodology section of a dissertation or thesis.

3.1Research approach

In the framework of targeted business studies, where the researcher focuses on a small set of
interrelated concepts, testing hypotheses and drawing conclusions, deductive reasoning is
frequently used. So, this study, by applying specific models and theories to the question of
whether or not consumers plan to use online food delivery services in the face of the present
COVID-19 pandemic, assesses those factors. This research looks at the likelihood that
consumers will use online food delivery services in the future.

3.2Collection of data

Researchers choose the methods for collecting research data based on the extent of the research
study as well as the aims of the investigation. When thinking about this research project, the
researcher anticipates that the study will be conducted based on primary quantitative data, with
the impact of independent variables on the dependent variable being discovered. As a result, the
data collecting approach utilized in the research project was chosen to serve as the major data
collection method. In this study, the researcher intends to collect data from customers of online
food shopping portals by using a self-administrative questionnaire (Appendix 01).

3.3Population and Sampling

The current study recruited adults (18+) from western provinces who self-identified as general
customers during the current COVID-19 outbreak. Each respondent was initially screened to
confirm they were from the Western province and had ordered and received at least one meal via
online food delivery over the previous three months.

Subjects in this study were required to self-identify as general customers residing in western
provinces and be at least 18 years old during the present COVID-19 epidemic. At the outset of
the poll, all respondents were checked to make sure they were from the Western province and
that they had ordered and received food delivery at least once in the previous three months.

Because there is no reliable way to ascertain the precise number of people who place orders for
food delivery over the internet, the population of this investigation is infinite and cannot be
pinpointed with precision. Because of this, the non-probability sampling methodology calls for
the selection of the sample method that is most convenient. Therefore, the sample size for this
study is considered to be 384, and it was chosen based on Morgan's [CITATION Kre70 \n \t \l
1033 ] table, which can be found below. This is the study's representative sample.
Table 1: Krejcie and Morgan Table

3.4Analysis of data

Quantitative primary data collection was utilized by the researcher, as was previously mentioned.
As a result, the researcher will conduct the data analysis for the research study utilizing the
quantitative data analysis approach. The researcher will utilize SPSS to conduct in-depth
statistical analyses such as descriptive statistics, correlation analysis, regression analysis, and
hypothesis testing on the study's data. A researcher should check the legitimacy and
trustworthiness of the variables they plan to employ in their study before diving into the analysis.

3.4.1 Reliability and validity of the study

The reliability of this study is maintained by the consistent procedures employed to record the
responses of the respondents. The responses to the questions were digitally recorded, which
contributed to the dependability of the study. The reliability or trustworthiness of the study is
what we mean when we talk about its validity. Therefore, one may say that the results of this
research study are obviously validated because of the proper interpretation of the participants'
responses, the critical examination of the participants' responses, and the integrity of the study.
 3.5Research Ethics

The core data for this study will come from respondents who provide it voluntarily and will
remain anonymous throughout the study. These statistics will be collected during the study. Their
answers will be used only for research purposes, and not for anything else, especially not
anything that could be harmful. It is expected that secondary data will be compiled from publicly
available information, and that the data's original creators will be recognized as the rightful
proprietors.

4. TIME PLAN FOR THE RESEARCH

Table 2: Time Plan of the research

Month
Task October- December-
September February
November January

Proposal Submission
Literature review Submission

Methodology Submission

Data collection

Analysis of Data

Data analysis chapter writing and

conclusion

Submit the research

VIVA

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