Title: The role of trust on enhancing buying intentions in online food delivery: findings from a developing country

Authors: Praveen Srivastava; Shelly Srivastava

Addresses: Department of Management, BIT Mesra (Deemed to be University), Ranchi – 835215, India ' Department of Management, BIT Mesra (Deemed to be University), Ranchi – 835215, India

Abstract: This study employs the modified unified theory of acceptance and use of technology (UTAUT) model to investigate the factors influencing user behaviour towards online food delivery systems, emphasising trust's moderating influence. Utilising SmartPLS, the research examines data collected from 217 users of online food delivery systems. The study reveals that facilitating conditions significantly impact users' intention behaviour, followed by performance expectancy, effort expectancy, and social influence. Consequently, the study underscores the significance of providing easy and convenient access to services within online food delivery systems to enhance proper facilitating condition. Furthermore, the research identifies trust as a significant moderator in the relationship between effort expectancy and intention behaviour. The implications of these findings are invaluable for online food delivery companies, as they offer insights to improve their services and attract a more extensive customer base.

Keywords: online food delivery system; OFDS; unified theory of acceptance and use of technology; UTAUT; SmartPLS; trust.

DOI: 10.1504/IJSTM.2024.145232

International Journal of Services Technology and Management, 2024 Vol.29 No.2/3/4, pp.197 - 217

Received: 06 Jul 2023
Accepted: 03 May 2024
Published online: 28 Mar 2025 *