Determinants of Customer Purchase Intention to Online Food Delivery Services: a Case in Iligan City

EasyChair Preprint 15888

Abstract

This study examines factors influencing purchase intention to use online food delivery services (OFDS) via smartphones, addressing a research gap in smaller cities like Iligan City post-pandemic. Unlike previous studies focusing on metropolitan areas, this research explores consumer attitudes, challenges, and behavioral drivers specific to Iligan City. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), the study assesses social influence, effort expectancy, performance expectancy, trust, food safety risk perception, hedonic motivation, and personal innovativeness. Additionally, it tests food safety risk perception as a mediator between trust and purchase intention.

A quantitative method was employed, with 152 respondents participating through online surveys distributed via random sampling. Data analysis using Jamovi reveals that effort expectancy, personal innovativeness, and trust significantly impact purchase intention, with personal innovativeness emerging as the strongest predictor. However, social influence, performance expectancy, and hedonic motivation showed no significant effect.

While the findings highlight key determinants, the study’s focus on Iligan City limits generalizability. Future research should explore consumer behavior in OFDS beyond this region and consider cultural and regional influences to deepen understanding of adoption patterns.

Keyphrases: consumer behavior, food delivery, mobile apps, purchase intention, technology adoption

@booklet{EasyChair:15888,
  author    = {Steven Sachi Pangilinan},
  title     = {Determinants of Customer Purchase Intention to Online Food Delivery Services: a Case in Iligan City},
  howpublished = {EasyChair Preprint 15888},
  year      = {EasyChair, 2025}}