A path analysis of factors that influence acceptance of online food ordering systems among Davao City customers

Abstract

This study examines the factors influencing the acceptance of online ordering systems among consumers in Davao City, focusing on the variables of personal IT innovativeness, social influence, user convenience, and system quality. Using the Technology Acceptance Model (TAM) as a theoretical framework, the research identifies how these factors affect perceived ease-of-use, perceived usefulness, and overall user attitudes toward online food ordering applications. A sample of 367 respondents, selected based on their use of online food ordering platforms such as GrabFood and FoodPanda, participated in this study. Path analysis was employed to determine the causal relationships between the independent variables and their impact on user acceptance. Results show that system quality and perceived usefulness are the most significant determinants of positive user attitudes, followed by social influence and personal IT innovativeness. The study reveals that users' perception of ease and functionality plays a crucial role in fostering the adoption of these technologies, providing valuable insights for businesses looking to improve their online food ordering platforms. The findings also highlight the need for further technological and service improvements to enhance consumer satisfaction and long-term loyalty in the competitive online food delivery market.