Title: Exploring technology acceptance for online food services

Authors: Tugrul U. Daim; A. Nuri Basoglu; Deniz Gunay; Ceren Yildiz; Fredy Gomez

Addresses: Department of Engineering and Technology Management, Portland State University, PO Box 751, Portland, OR, USA ' Department of Management Information Systems, Bogazici University, Bebek, Istanbul, Turkey ' Department of Management Information Systems, Bogazici University, Bebek, Istanbul, Turkey ' Department of Management Information Systems, Bogazici University, Bebek, Istanbul, Turkey ' Department of Engineering and Technology Management, Portland State University, PO Box 751, Portland, OR, USA

Abstract: This paper explores the factors which may affect customers' choices for online shopping, and thus help online food sellers innovate. A theoretical framework based on technology acceptance model was developed for this sector. A survey instrument was used to validate the framework. We found that the most important factors affecting online food shopping are: the speed of the website, fast response time on online services and kindness and quality of the personnel. Contrary to our estimations, some extra features such as a dietician support for menus, a list of nutritive values for every meal and displaying the ingredients of the meal were found unnecessary by the customers who buy food through online services.

Keywords: technology acceptance model; TAM; service quality; online services; food services; consumer choice; online shopping; innovation; website speed; response time; personnel quality; dietician support; nutrition values; meal ingredients.

DOI: 10.1504/IJBIS.2013.053214

International Journal of Business Information Systems, 2013 Vol.12 No.4, pp.383 - 403

Published online: 10 May 2013 *

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