Click, Order, Deliver: Understanding What Shapes Online Food Delivery Service Among University Students
DOI:
https://doi.org/10.24191/aej.v12i1.14026Keywords:
Online food delivery services, price, service quality, attitude of delivery person, delivery time, conditions of food deliveredAbstract
Recent moves in consumer behaviour, accelerated by digitalisation and post-pandemic lifestyle changes, have driven an increased reliance on online food delivery services (OFDS), particularly among university students. This is due to time constraints and limited access to in-campus food options. Platforms such as GrabFood, Foodpanda, and ShopeeFood have become a part of Malaysian daily routines. However, empirical investigation into the determinants of OFDS usage among university students remains scarce. Most existing studies primarily focus on general consumers and developed economies, revealing contextual and demographic gaps. This study thus aims to examine the determinants of OFDS use among university students in the Klang Valley, Malaysia, including price, service quality, the delivery person's attitude, delivery time, and the condition of the food delivered. A quantitative design was employed, using a structured questionnaire distributed to 120 university students via convenience sampling. Data were then analysed using descriptive statistics, Pearson correlation and multiple regression analysis. The study's findings demonstrate that delivery time and service quality emerged as the strongest factors influencing students’ OFDS usage, indicating that timeliness and perceived service experience critically shape consumption decisions. Even though price, delivery person attitude, and food condition also indicate positive correlations with OFDS, their influence was relatively weaker. These outcomes provide valuable insights for food delivery platforms that focus on university students as their primary customers. It is said that to increase OFDS usage rates among students, providers of OFDS should prioritise improving delivery speed and maintaining high service standards. In overall, this study extends the understanding of OFDS drivers within a Malaysian university context by providing evidence-based insights to enhance operational and service strategies
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