The Influence of Perceived Ease of Use on Malaysian Consumers’ Behavior in Online Food Delivery Services
List of Authors
  • Nisrin Alyani Ishak, Nor Aziah Sulaiman, Noraslinda Fauzi, Nuralya Khairina Abdullahdin

Keyword
  • Perceived Ease of Use, Consumer Behaviour, Theory of Planned Behaviour, Online Food Delivery

Abstract
  • The increasing reliance on Malaysian online food delivery services necessitates understanding the key determinants influencing consumer behaviour. This research examines the influence of perceived ease of use on Malaysian consumers' usage of online food delivery websites. By using Theory of Planned Behaviour, the research aims to determine if the ease and user-friendliness of these websites have any noteworthy impact on consumers' decisions. A quantitative approach was utilized with data collected through a Google Form survey of 200 respondents. SPSS analysis was conducted involving reliability testing, descriptive statistics and correlation analysis to determine the strength of association between perceived ease of use and consumer behaviour. This study contributes to the emerging body of consumer behaviour literature on digital platforms as it focuses on employing strong measurement measures. It also points to the need for future studies to explore additional behavioural determinants and combine qualitative methods in order to gain a deeper understanding of consumer motivation in Malaysia's online food delivery business.

Reference
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