Investigating consumer intention to use food delivery mobile applications: an Indian perspective

Abstract

Online retail and mobile commerce are one of the fastest growing segments in Indian market, be it any product category. Food industry has witnessed a massive transformation as to how the business is conducted. Prior studies have typically scrutinised consumer attitudes towards online retail in general and very few studies have emphasised consumer behaviour with respect to food delivery mobile applications (FDMA), specifically in Indian context. The objective of this study is to inspect the structural relationship between the constructs of UTAUT2 and consumer intention to use FDMA in the presence of consumer innovativeness (CI) as a reflective moderator. Online questionnaires were administered with 276 valid questionnaires. The model was tested using partial least square (PLS) path modelling approach. The findings suggest that only habit, performance expectancy and price value were key indicators of Indian consumers' intention to adopt FDMA with no significant moderation effect of CI in domain if IT.