Journal of Tourism and Hospitality Management

An Extended UTAUT-2 in Behavioural Intention toward Online Food Delivery Systems: the Moderating Role of Technology Efficacy
Faustina Otysna, Isaac Gwumah, Isaac Asampong Effah, Tetteh Francis Kamewor

Abstract
Online Food Delivery Service is gaining momentum. The purpose of this study was to analyzed the what factors drives consumer intentions to use OFDS.An integrated model was developed from the UTAUT2 and extended with consumer impulse buying tendency, website design and technology self-efficacy. The study gathered data from 1112users of OFDS in Ghana. PLS-SEM was used to test the hypothesis in this study.The result of the current study showed that performance expectancy, habit, hedonic motivation, website design, consumer impulse buying tendency has a significant effect on consumer intention to use OFDS. The findings further revealed that technology self-efficacy does not moderates the relationship between consumer intention to use OFDS and actual usage.Though performance expectancy, habit, hedonic motivation, website design, consumer impulse buying tendency drives consumer intention to use OFDS, user experience, education and technology self-efficacy remain critical as they play crucial support to OFDS adoption behaviour especially in the context of hospitality service delivery.This studyprovides contemporary perspective on consumer intention to use OFDS, which have received limited attention in SSA. The outcome of this study therefore offers new insight regarding what drives users of OFDS, which remain essential to the implementation and success of OFDS.

Full Text: PDF     DOI: 10.15640/jthm.v10n1a4