Determinants of Gen-X's Behavioral Intention to Use Online Food Delivery Services in Malaysia
DOI:
https://doi.org/10.37134/Keywords:
Behavioral intention, Performance expectancy, Effort expectancyAbstract
With the rapid technological change, online food delivery services (OFDS) have become a major innovation in Malaysia, especially during the COVID-19 pandemic. However, Gen-X remains an underexplored segment with lower adoption rates compared to younger generations which leads to a slow decline in OFDS usage. Based on the Unified Theory of Acceptance and Use of Technology, this study investigates four key factors, i.e. Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Condition influencing Gen-X’s behavioral intention to use OFDS. The survey has been done among 384 respondents born between 1965 and 1980, located in Selangor, Kuala Lumpur, and Johor. The result indicated that all four independent variables have positive and significant relationships towards the behavioral intention of Gen-X in using OFDS. Among these, effort expectancy is the most important factor showing that the company should focus on improving the ease of using the OFDS.
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