Title: An empirical study on buying behaviour of diners through online food delivery platforms

Authors: Hari Krishnan; Rupesh Kumar

Addresses: School of Business and Management, Christ University, Bangalore, India ' Alliance School of Business, Alliance University, Bangalore, India

Abstract: This research investigates the buying behaviour of online diners, exploring the factors influencing their choices through food delivery application. It examines how touchpoints offered by online businesses affect consumer decisions, the impact of social influence and opinion leadership. The study is a descriptive one and the survey was conducted with 206 respondents. It analyses the data using statistical tools like principal component analysis and correlation. The findings highlight the significance of demographic variables and key attributes driving buying behaviour. The principal component analysis reveals three crucial aspects: rationality, emotions, and attractiveness factors. These insights appeal to the online food aggregators to offer tangible cues that trigger rational, emotional, and attractive responses by the diners during their usage of the platform. The offers and discounts not only enhance convenience but also cater to consumers' rational perspectives.

Keywords: buying behaviour; curators; diners; online dining; online food delivery; OFD; online food delivery platforms; online food business; purchase decisions; social influence.

DOI: 10.1504/IJKMTH.2026.152864

International Journal of Knowledge Management in Tourism and Hospitality, 2026 Vol.5 No.1, pp.47 - 61

Received: 16 May 2024
Accepted: 29 May 2024
Published online: 13 Apr 2026 *

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