Drivers of Online Food Delivery Adoption in Egypt: The Roles of Perceived Benefits, Risks, and Technology Readiness

This study examined factors influencing Egyptian consumers’ intentions to use online food delivery services, focusing on perceived benefits, perceived risks, and the mediating role of attitude. Data from 550 participants revealed that young, educated, middle- to high-income users are the primary adopters. Perceived benefits strengthened positive attitudes and purchase intentions, whereas perceived risks had a negative impact, with attitude partially mediating these relationships. Gender and technological competence moderated these effects: males and tech-savvy users were more responsive to benefits, while females and less-experienced users were more sensitive to risks. Practical implications include enhancing usability, responsiveness, and promotional offers on platforms such as Talabat and Elmenus, mitigating perceived risks through safety policies and secure payments, targeting marketing strategies by gender and technological competence, and supporting digital literacy to foster adoption in emerging markets. The findings provide empirical support for the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), highlighting the central role of attitude in translating perceived benefits and risks into purchase intentions.