Customer’s Intention to Use Online Food Delivery Services (OFDS) in Penang, Malaysia

This study aimed at investigating the factors that affect the decision of customers to use Online Food Delivery Services (OFDS) in Penang, Malaysia after the COVID-19 outbreak. Due to the change in consumer behavior, the research was conducted to determine the factors that may encourage or hinder the use of OFDS. A quantitative approach was used where data was gathered from 384 respondents using an online survey that was sent through social media platforms in order to ensure that the respondents were well-represented. The research variables identified for the study are Perceived Ease of Use, Social Influence, Price Value, and Performance Expectancy. The study uses descriptive and correlation analyses to examine the relationships among these variables. The results show that Perceived Ease of Use and Social Influence have positively and significantly affected the intention to use the OFDS, indicating that the users appreciate the ease of navigation and recommendations from their social networks. On the other hand, the study results showed that Price Value does not have a significant impact on this intention, which means that other factors besides the cost may be more important in the consumer choice in the present environment. These findings are important for industry stakeholders and indicate that businesses should focus on improving the user experience by designing more user-friendly online platforms and using social influence tactics. This research can contribute to the understanding of consumer behaviour in the food delivery market and stress the importance of changing business strategies according to consumer needs in the post-pandemic period.