ECONOMIC GROWTH ON THE PLATE: UNVEILING DETERMINANTS OF ONLINE FOOD DELIVERY ADOPTION IN EMERGING MARKETS

Abstract

The hotel industry holds a pivotal role in fostering development within emerging economies, contributing significantly to national budgets, especially in Sub-Saharan Africa (SSA). However, the global hospitality sector has encountered formidable challenges due to the unprecedented impact of the COVID-19 pandemic. In response to the high mortality risk and human-to-human transmission associated with the virus, the World Health Organization (WHO) proposed interventions including mask mandates, social distancing, self-quarantine, and movement restrictions. Consequently, the food-service sector suffered closures or limitations, significantly affecting hotels and restaurants. To counteract this decline, many restaurants turned to online food delivery systems, particularly in SSA where literacy, technology, and internet access remain barriers. Prior studies underscore the transformative potential of digitization in business enhancement, a premise amplified by the substantial surge in online food delivery during the pandemic. However, scant research has delved into the drivers of customers' motives for utilizing online food delivery systems, especially in the context of emerging economies. This study bridges this gap by examining the United Theory of Acceptance and Use of Technology (UTAUT-2) model's applicability in influencing user intentions toward online food delivery services. The research framework uniquely integrates system and user characteristics, addressing the intricate cognitive processes inherent in the purchase of perishable and heterogeneous products through online platforms. This study not only advances theoretical understanding but also provides practical insights for implementing innovative systems, particularly within the food service industry of emerging economies. The findings contribute to the comprehension of individuals' resistance or acceptance of novel systems within organizations, specifically shedding light on the dynamics of adopting online food delivery services. By adapting the UTAUT-2 model to the restaurant customers' perspective, this research elucidates the factors shaping users' intentions and choices in the domain of online food delivery. In doing so, it offers a comprehensive exploration of drivers influencing the adoption of digital food services, particularly relevant in the pandemic era, and presents implications for bolstering strategies in emerging economies' food service industry.