Enhancing Consumer Purchase Intentions: Key Drivers in ShopeeFood's Online Food Delivery Service

This study explores the multifaceted nature of consumer purchase intentions within the online food delivery sector, specifically for ShopeeFood. By examining the influences of social influence, effort expectancy, performance expectancy, trust, and food safety risk perception, the research provides valuable insights into the drivers behind customer decisions. The study employed a quantitative research method, utilizing a non-probability sampling technique with 277 respondents who completed an online survey. The findings reveal that social influence significantly enhances both effort and performance expectations, driving higher purchase intentions. Effort expectancy directly impacts performance expectations and purchase intentions, underscoring the importance of ease of use. Trust emerges as a critical factor, boosting purchase intentions and reducing food safety concerns. Interestingly, while food safety is important, it does not significantly deter purchase intentions, highlighting that consumers prioritize convenience and reliability. These insights can guide service providers in improving user experience and building stronger customer relationships.