This research investigates individual factors impacting customer intention to order food online, suggesting critical insights for digital service providers.
Key Points
Customer intention to order food online is influenced by key individual factors like performance expectancy and effort expectancy.
Data from 326 users revealed that facilitating conditions significantly affected intentions to order food through digital platforms.
The study applied the Unified Theory of Acceptance and Use of Technology (UTAUT) to analyze customer behavior regarding online food services.
Findings highlight the importance of individual factors in driving the increase of online food delivery services in Lucknow.