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This paper explores the factors which may affect customers’ choices for online shopping, and thus help online food sellers innovate. A theoretical framework based on technology acceptance model was developed for this sector. A survey instrument was used to validate the framework. We found that the most important factors affecting online food shopping are; the speed of the website, fast response time on online services and kindness and quality of the personnel. Contrary to our estimations, some extra features such as a dietician support for menus, a list of nutritive values for every meal and displaying the ingredients of the meal were found unnecessary by the customers who buy food through online services.
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Daim et al. (2013) studied this question.
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