Exploring technology acceptance for online food services
by Tugrul U. Daim; A. Nuri Basoglu; Deniz Gunay; Ceren Yildiz; Fredy Gomez
International Journal of Business Information Systems (IJBIS), Vol. 12, No. 4, 2013

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.

Online publication date: Fri, 10-May-2013

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