Predicting Adoption of Online Food Delivery Applications

Abstract

This study investigates the key determinants influencing consumer adoption of Online Food Delivery Applications (OFDAs)
in the context of a rapidly digitizing Indian society. Drawing on the Technology Acceptance Model (TAM), the research
examines the roles of perceived usefulness (PU), perceived ease of use (PEU), and social norms (SN) as predictors of user
intention. Data analysis reveals that both PEU and PU significantly and positively impact consumers’ intention to use OFDAs,
reaffirming the robustness of TAM in the Indian digital ecosystem. In contrast, social norms exhibit no significant influence,
suggesting a paradigm shift wherein individuals prioritize personal utility and convenience over societal expectations
when making digital service choices.
These findings highlight evolving consumer attitudes, emphasizing the growing importance of individual needs in
decision-making processes within digitally native environments. The study offers practical implications for marketers
and developers of digital platforms, suggesting a need to focus on enhancing the usability and perceived benefits of
their services to increase adoption rates. Theoretical contributions include the refinement of TAM in the context of India’s
online food delivery sector.