Working Women's Purchase Intention Towards Online Food Ordering

Abstract

This study examines the key factors influencing working women’s purchase intention toward online food ordering,
emphasizing convenience, control, satisfaction, and technology anxiety. Findings reveal that satisfaction
significantly impacts purchase intention, highlighting the importance of a seamless and enjoyable ordering
experience. Convenience remains a crucial factor, as it simplifies meal planning and saves time for working
women managing multiple responsibilities. Control over the ordering process enhances consumer confidence,
reinforcing trust in online food platforms. However, technology anxiety negatively affects purchase intention,
suggesting that while some users struggle with digital interfaces, they are not entirely deterred from using online
food services. The study also finds that the need for interaction plays a minimal role in decision-making, indicating
a shift toward streamlined, low-engagement experiences. Despite its contributions, limitations include a small
sample size, cross-sectional design, and lack of qualitative insights. Future research should adopt qualitative and
longitudinal approaches to capture evolving consumer behaviors and preferences, providing deeper insights for
service providers.