Towards the Development of More Sustainable Services: Investigating Functional and Experiential Drivers of Consumer Behavior in Online Food Delivery Market

ABSTRACT For service organizations like Online Food Delivery (OFD) services, sustainable development is increasingly becoming a necessity to meet customer expectations while addressing environmental and social sustainability issues. Therefore, these businesses must continuously adapt and innovate, and to do so, it is essential to understand consumer behavior and decision‐making processes to establish sustainable service design. This study investigates the factors influencing the adoption of OFD services by extending TAM (Technology‐Acceptance‐Model) with three key variables: variety of choice, perceived convenience, and frequency of use. The aim of this study is to offer an expanded perspective on TAM that incorporates experiential dimensions and actual behavioral indicators. A quantitative exploratory approach was adopted to test the model among European consumers. The results showed that experiential variables increase understanding of digital behavior and, interestingly, frequency of use depends significantly on behavioral intention. The study has interesting implications for customer journey and understanding user interactions with digital platforms.