Purchase Intentions Of Working Women For Online Food Ordering
Keywords:
Online food ordering, purchase intentions, working women, convenience, service quality.Abstract
This study examines the purchase intentions of working women for online food ordering, emphasizing the roles of
usefulness, ease of use, and consumer enjoyment. The findings highlight that usefulness is the most influential
factor, as working women prioritize convenience and efficiency. Ease of use has a weaker impact, indicating that
platform complexity may hinder adoption. Consumer enjoyment plays a moderate role, suggesting that while
convenience drives usage, the experience itself is not necessarily enjoyable. Regression analysis shows that 72.9%
of the variation in purchase intention is explained by these factors, with usefulness being the strongest predictor.
Despite the growing adoption of online food services, concerns about platform usability and trust in digital
payments remain. Service providers can enhance engagement through better user interfaces and personalized
experiences. The study is limited to working women and lacks long-term behavioral analysis. Future research
should explore broader demographics and additional factors, such as promotions and service quality, to gain a
more comprehensive understanding.
