Title: Factors affecting the intention to use online food delivery services in an emerging economy

Authors: Md. Mostafa Kamal; Zaki Ferdaous; Zarin Khan Moon; Md. Mahedi Hasan

Addresses: Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore 7408, Bangladesh ' Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore 7408, Bangladesh ' Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore 7408, Bangladesh ' Department of Accounting and Information Systems, Jashore University of Science and Technology, Jashore 7408, Bangladesh

Abstract: Online food delivery services have experienced significant growth and popularity in recent years. While scholarly research has explored various factors influencing customers' intention to use online food delivery services (OFDS), the literature is still dispersed and fragmented in determining the factors in an emerging economy. This study merged the theory of planned behaviour (TPB) and the technology acceptance model (TAM) with a context-specific construct - trust. This study aims to determine the factors to propose a model for consumers' intention to use OFDS in an emerging economy. The study tested the hypotheses using partial least squares-based structural equation modelling with data from 373 respondents. The findings revealed that consumers' attitudes and intentions to use OFDS are significantly associated with perceived usefulness (PU), subjective norms (SN), and trust. Perceived ease of use significantly influenced perceived behavioural control and PU, whereas SN significantly determined trust. The attitude has a significant positive impact on the intention to use. This study contributes to the TPB and TAM theory filling the gap in the domain of online food delivery services in an emerging economy. From our study, academicians and firms can get fresh determinants of consumers' intention to use OFDS.

Keywords: attitudes; emerging economy; intentions; online food delivery services; OFDS; PLS-SEM; TPB.

DOI: 10.1504/IJEMR.2026.154007

International Journal of Electronic Marketing and Retailing, 2026 Vol.17 No.4, pp.399 - 424

Received: 23 Mar 2023
Accepted: 21 Jul 2023
Published online: 10 Jun 2026 *

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