Convenience Motivation, Hedonic Motivation, and Information Quality as Drivers of Online Food Delivery Service Adoption in Malaysia

Abstract

The purpose of this study is to investigate the effects of hedonic motivation, convenience motivation, and information quality on consumers' intention to use online food delivery services in Malaysia. A total of 168 respondents participated in this study. Data were collected using a convenience sampling method. The findings revealed that hedonic motivation, convenience motivation, and information quality are positively related to the intention to use online food delivery services in Malaysia. Interestingly, this study uncovered that hedonic motivation has the highest effect on consumers’ intention to use online food delivery services. This shows that the relevant stakeholders, including platform providers, restaurant owners, and marketers, should focus on developing a platform that tends to invoke enjoyable and pleasurable feelings. This can be done through exciting promotions, entertaining games or features, or even providing customizable features according to consumers’ preferences, so that when consumers experience pleasure or enjoyment, they are more likely to continue utilizing the platform, resulting in increased use and profitability for the stakeholders.