Factors Affecting the Behavioural Intentions of Indian Millennials: An Analysis of Online Food Delivery Services

Samantak Chakraborty, Mohammad Khalid Azam, Sana

Source Title: International Journal of Online Marketing (IJOM)12(1)

ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781683182450|DOI: 10.4018/IJOM.306975

MLA

Chakraborty, Samantak, et al. "Factors Affecting the Behavioural Intentions of Indian Millennials: An Analysis of Online Food Delivery Services." IJOM vol.12, no.1 2022: pp.1-16. http://doi.org/10.4018/IJOM.306975

APA

Chakraborty, S., Azam, M. K., & Sana. (2022). Factors Affecting the Behavioural Intentions of Indian Millennials: An Analysis of Online Food Delivery Services. International Journal of Online Marketing (IJOM), 12(1), 1-16. http://doi.org/10.4018/IJOM.306975

Chicago

Chakraborty, Samantak, Mohammad Khalid Azam, and Sana. "Factors Affecting the Behavioural Intentions of Indian Millennials: An Analysis of Online Food Delivery Services," International Journal of Online Marketing (IJOM) 12, no.1: 1-16. http://doi.org/10.4018/IJOM.306975

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Abstract

Previous studies have examined consumer attitudes toward online services, while few studies have explored factors affecting the behavioural intention of online food delivery services. The purpose of this study is to explore factors that affect the adoption of online food delivery services of Indian millennials by examining the structural relationship between hedonic motivation, utilitarian motivation, price-saving orientation, time-saving orientation, attitude, and behavioural intentions using the theory of planned behaviour. Data from 328 Indian millennials were collected for the study by a self-administered and structured questionnaire. The proposed model was investigated empirically using exploratory factor analysis (EFA) for the validation of scale and then using confirmatory factor analysis (CFA) and structured equation modeling (SEM). The study's results showed that only the relationship of time-saving orientation with the attitude towards was proven insignificant, while others were significant.