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. 2023 Jan 7;3(1):29. doi: 10.1007/s43546-023-00422-7

Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator

Rupam Chowdhury 1,✉
PMCID: PMC9825085  PMID: 36643187

Abstract

This study aims to examine the impact of perceived convenience, service quality and security on consumers’ attitudes and behavioural intentions towards online food delivery services in Bangladesh. The paper proposes an extended theory of the technological acceptance model which includes’ perceived convenience, service quality, and security along with their relationships to evaluate their impact on the mediator consumers’ attitude and dependent variable consumers’ behavioural intention towards online food delivery services. Data were collected from 306 participants. Smart-PLS was used for the data analysis. The results showed that convenience and service quality had significant effects on attitude and behavioural intention. However, no such relationship was found for security.

Supplementary Information

The online version contains supplementary material available at 10.1007/s43546-023-00422-7.

Keywords: Online food delivery (OFD), Perceived convenience, Service quality, Security, Consumers’ attitude, Consumers’ behavioural intention

Introduction

The unprecedented growth in the use of Internet and Smartphone devices has influenced the development of online retailing and e-commerce (Towers and Xu 2016; Nilashi et al. 2015). Similarly, online food delivery (OFD) services have grown at an incredible pace over the last decade, and have changed the way people order and eat meals (Cho et al. 2019; Maimaiti et al. 2018; Yeo et al. 2017). At the expense of a single click, customers can now have the option to receive the desired food and beverage from a variety of items, as well as from different restaurants at any place and time (Kapoor and Vij 2018; Pigatto et al. 2017). Furthermore, improved telecommunication accessibility, availability of affordable smart devices, increased purchasing power, and increasing demand for a convenient lifestyle have forced traditional businesses to adapt technology-based modern business models to cater to the growing demand for online food ordering and delivery services (Bezerra et al. 2013; Kapoor and Vij 2018). With the vision of transforming into digital Bangladesh, the country has witnessed massive growth in Smartphone users and internet subscribers. The estimated 110 million Internet subscribers in 2021 are twice as many as those five years ago (BTRC 2022). As an emerging and developing economy, Bangladesh occupies the 41st position among the world’s 50 largest economies (IMF 2022, cited in Dhakatribune 2022). The country has witnessed extensive annual GDP growth and increases in per capita income. All these factors have led to remarkable growth in the e-commerce sector in Bangladesh. For instance, Statista (2022a, b) reported that the OFD market size had reached US$1080.00m in 2022 and is expected to grow US$2556.00m by 2025. Another projection revealed that the penetration rate of online food delivery service users in Bangladesh will increase by 12.9% by 2025 (Statista 2022a). Consumers usually attempt to shop online because they enjoy convenience and comfort at home, and provide extra leisure time on their own (Jiang et al. 2013). This changing nature has sparked the emergence of online food delivery services among urban-based consumers, especially among the working population (Chai and Yat 2019; Das and Ghose 2019).

To date, several researchers have studied the factors that influence consumer satisfaction and loyalty to OFD services (Cai and Leung 2020; Shah et al. 2020; Troise et al. 2020; Wen et al. 2021; Zhao and Bacao 2020; Zhuang et al. 2021). Prior research has revealed that several factors, such as convenience, benefits, ease of use, timing, and quality and security, are positively linked to consumer preferences for online services (Kimes 2011; Nilashi et al. 2015; Zhou et al. 2007). Furthermore, several other researchers have provided key ideas on customers’ OFD decision-making processes, motivation, satisfaction, behavioural intention, and the factors affecting the usage of OFD services (Ray et al. 2019; Saad 2020; Hong et al. 2021; Bagot et al. 2022). Kimes (2011) examined consumer perceptions and attitudes toward OFD, and found that cash on delivery and user-friendly apps were the most critical success factors. Wang and Somogyi (2018) studied the impact of innovation on consumers’ food item preferences through OFD services, and observed that snacks and fresh food items were the most preferred items among OFD service users. Rathore and Chaudhary (2018) discovered that time limitations, convenience, easy accessibility, and attractive discounts are the most important reasons for using OFD services. Lee et al. (2017) investigated consumers’ behavioural intentions toward using OFD services, and found that trust, product exchanges, negative customer ratings, and secured payments were the most influential factors. Similarly, Bourar et al. (2020) observed that Covid-19 fear, attitude, trust, and subjective norms have a significant impact on the intention to adopt OFD services during this pandemic. Saad (2020) found that delivery time, service quality, price and food conditions are the most significant factors affecting OFD services in Bangladesh. Sethu and Saini (2016) observed that customers prefer OFD services because they help them to manage their time. Most prior research has conceptualised consumers’ behavioural intentions toward OFD services based on scales developed for other contexts, such as e-commerce and m-commerce (Suhartanto et al. 2019; Yusra and Agus 2020). Moreover, most previous studies have examined online shopping attitudes, and little attention has been paid to consumer experience with online food delivery services (Yeo et al. 2017). Very few studies have included perceived convenience, service quality, and security factors to determine whether they affect consumers’ attitudes and behavioural intentions towards OFD services. There is still a considerable research gap in understanding consumers’ behavioural intentions through the mediating factor of consumer attitudes towards online food delivery services in Bangladesh. Therefore, this study attempts to investigate the underlying relationship between consumers’ perceived convenience, service quality, security, and behavioural intention through the mediating factors of consumer attitudes toward adopting OFD services in the Bangladeshi market.

Objective of the study

OFD services in Bangladesh have gained momentum immediately after customers’ positive acceptance of ride-sharing services. Realising this business opportunity, ‘hungrynaki’ the first OFD service followed by ‘foodpanda’ were launched in Dhaka in 2013 (Islam 2019). Currently, there are three others key OFD service providers ‘shohoz foods,’ ‘UberEATS,’ and ‘pathaofoods’ respectively, competing along with the pioneers. Understanding consumer behaviour can be a significant source of competitive advantage for any firm to increase its market share by tailoring its services. The main objective of this study is to identify the critical success factors for growing OFD services in Bangladesh. Therefore, this study examined the impact of consumers’ perceived convenience, service quality, and security through their attitudes toward the behavioural intention to adopt OFD services in Bangladesh.

The remainder of this paper is organised as follows. A comprehensive review of the relevant literature and research model is provided in the next section. Subsequently, the research methodology was discussed in terms of research approach, population, sampling, measurement items, questionnaire, data collection, validity and reliability, structural model, and hypothesis testing. Thereafter, the results and findings of this research are reported, followed by a discussion and managerial implications, research limitations, and future research directions.

Literature review

Online food delivery (OFD) service

The Internet has opened new avenues for OFD services by offering multiple ways to communicate, promote, and supply products and services to prospective target customers (Kannammal and Suvakkin 2019). Online food delivery services are platforms that facilitate food order services, payment options, tracking, and monitoring of delivery progress but are not in charge of food preparation (Pigatto et al. 2017). Statista (2022b) revealed that the worldwide online food delivery services market is expected to grow from $130.2 billion in 2022 and to $223.7 billion in 2027 at a growth rate of 71.81%. The reason for such remarkable growth in this sector was characterised by people’s increasingly busy lives, and the inability to prepare meals at home boosted the demand for online food delivery services (Chai and Yat 2019). While examining the relationship between the behavioural changes of urban consumers and the emergence of OFD services, Chai and Yat (2019) found that the need for quick and convenient food in a busy schedule was the most common reason for choosing OFD services. Although there are two categories of OFD services, including those operated by major restaurants and fast-food chains, intermediary types of OFD services are gaining popularity because of their extensive restaurant and place coverage (Yeo et al. 2017). OFD services usually provide a wide range of convenience, allowing consumers to order their desired food items from a diverse collection of restaurants with a simple tap on a mobile device or click on a mouse (Hirschberg et al. 2016).

Online food delivery service convenience

Understanding the value of consumer perception is extremely important as it is a critical tool for business growth, survival, and competitive advantage (Chandrasekhar et al. 2019). Recent developments in online business platforms have triggered massive changes in how consumers and industries engage in shopping and business operations. Ongoing technological development has impelled consumers to gain personalised shopping experiences at their own convenience, compare products and prices, and customise delivery methods (Chang et al. 2014). Similarly, technology has been tempted to reinvigorate fragmented online food industries to improve market forecasting, increase productivity, enhance positive consumer attitudes, and increase market share (Ng et al. 2017). Perceived convenience indicates the benefits related to consumers’ perception that online shopping is much easier, less risky, has a large product variety, less expensive, and more convenient than conventional shopping. Seiders et al. (2000) demonstrated convenience as a provider of four types of opportunities: easy access, search, transaction, and possession. Because of the availability of 24-h service of online shopping service, consumers neither needs to go to the physical market, leave their home, nor are bound at home due to time constraints; rather, they can purchase anything they like at any time (To et al. 2007). OFD services are beneficial to consumers as they save time and effort (Chiu et al. 2014). Eriksson and Nilsson (2007) observed a strong influence of time-saving convenience on online shopping behaviour. Online businesses allow customers to easily compare prices and find firms selling products at lower prices, and thus provide the convenience of saving money and time (Chiu et al. 2014; Eriksson and Nilsson 2007). Therefore, online shopping is much more convenient than traditional shopping because it provides products at a low cost and in less time (Akroush and Al-Debei 2015). Consumers are more likely to show a positive attitude towards OFD services, as they save time (Yeo et al. 2017). In the study of (Kalimuthu and Sabari Ajay 2020), time-saving convenience was confirmed as a significant predictor towards positive behavioural intention for OFD services.

Convenience has been observed to be the most crucial factor driving consumers to make positive purchase decisions. According to Wang et al. (2005) and Jayawardhena et al. (2007), convenience is a critical predictor of willingness and consumer attitudes. Furthermore, earlier studies have shown a positive relationship between convenience and OFD service usage intention (Bhatti and Rahman 2020; Hong et al. 2021; Saad 2020; Suhan 2015). On the other hand, other researchers have found that convenience has a significant impact on online shopping behaviour (Dsouza and Sharma, 2020; Rehman 2018; Rao and Patro 2017). Therefore, the relationship between OFD service convenience and customer behavioural intention towards OFD services is unclear, and there is a need to further examine this relationship by adding another variable. Hence, in this study, customers’ attitude towards OFD services mediates the relationship between OFD service convenience and their behavioural intention towards OFD services. Based on the review, the following three hypotheses were developed:

H1. Convenience has a significant impact on consumers’ attitudes towards OFD services.

H2. Convenience has a significant impact on consumers’ behavioural intentions regarding OFD services.

H3. Consumers’ attitudes mediate the relationship between convenience and behavioural intentions towards OFD services.

Online food delivery service quality

OFD service providers are involved in providing food delivery services through delivery people (Chandrasekhar et al. 2019). Service quality is an important determinant of competitive advantage in the food and beverage industry (Cheng et al. 2019). The quality of OFD services primarily relies on multiple factors including service efficiency, ordering systems, food hygiene, service convenience, and service tangibility (Cheng et al. 2021; Cho et al. 2019; Correa et al. 2019; Fancello et al. 2017; Yeo et al. 2017). Food delivery speed and customer service are equally important for meeting customer expectations (Yeo et al. 2017). Furthermore, Saad (2020) showed that service quality is the most significant factor affecting consumers’ attitudes towards OFD services. In the OFD service process, food hygiene and quality maintenance also influence OFD service performance, consumer satisfaction, and behavioural intentions (Koay et al. 2022; Ghosh 2020). Furthermore, some studies have emphasised the availability of food varieties, taste, freshness, and food delivery traceability as contributory factors for maintaining OFD service quality and motivating customer adoption frequency (Cheng et al. 2021; Namkung and Jang 2007; Saad 2020). However, Koay et al. (2022) observes an insignificant relationship between traceability and customer satisfaction. Most of the service quality factors have been examined to assess their impact on customer satisfaction and loyalty. The relationship between OFD service quality factors and customer OFD service adoption behaviour is unclear. This relationship was examined by adding consumer attitudes as a mediating variable. Based on this review, the following four hypotheses were developed:

H4. Service quality has a significant impact on consumers’ attitudes towards OFD services.

H5. Service quality has a significant impact on consumers’ behavioural intentions towards OFD services.

H6. Consumers’ attitudes mediate the relationship between service quality and their behavioural intentions towards OFD services.

Online food delivery service security

Security is an indispensable factor in online business service attributes (Cheng et al. 2019; Kim et al. 2009). Security refers to the ability to protect customer data during the OFD service (Cheng et al. 2021). In previous studies, security has been found to be highly correlated with customer satisfaction and to have a significant positive impact on OFD users’ affirmative behavioural intentions (Banerjee et al. 2019; Gopi and Samat 2020; Quang et al. 2018). In the case of OFD services, perceived security is linked to OFD service providers’ endeavours to maintain the safety and confidentiality of consumers’ personal information as it is more likely to increase customers’ intention to adopt OFD services. Verma (2020) reveals that transaction security is one of the most important attributes in choosing OFD services. Chaudary et al. (2014) suggest that data confidentiality and privacy risk negatively impact consumers’ purchase intentions. Therefore, as an important part of the reliability issue, this item should have been included in the Bangladeshi market context, as the use of electronic payment systems has increased (Hasan 2020). Furthermore, consumers’ perceived trust on security has been found to have a significant effect on their online purchase intention (Ray and Bala 2021; Zhao and Bacao 2020). However, other studies have found that maintaining the safety and security of OFD service users’ personal information is not significantly related to their OFD service usage intentions (Brüseke 2016; Cheng et al. 2021; Wang et al. 2020). Moreover, the provision of good services leads to building customer trust, and eventually leads to enhanced reliability (Saad 2020). In terms of OFD services’ security point of view, Troise et al. (2020) found a positive influence of trust on consumers’ attitudes towards OFD services but an insignificant impact on behavioural intention to adopt OFD services. Yusra and Agus (2020) mentioned the scope of security which indicates the ability of delivery people to meet customers’ expectations precisely and accurately as they have direct contact with OFD users during the delivery process. Cheng et al. (2021), however, found an insignificant relationship between security and customer satisfaction when constructing an OFD service quality scale. The relationship between OFD security factors and customer OFD service adoption behaviour is dubious. This relationship was examined by adding consumers’ attitudes as a mediating variable. Based on this review, the following three hypotheses are developed:

H7. Security has a significant impact on consumers’ attitudes towards OFD services.

H8. Security has a significant impact on consumers’ behavioural intentions towards OFD services.

H9. Consumers’ attitudes mediate the relationship between OFD service security and their behavioural intentions towards OFD services.

Consumers’ attitudes and their behavioural intention towards OFD services

Attitudes have been referred to “the degree to which a person has a favourable or unfavourable appraisal of the behaviour” (Ajzen 1991, p. 188). Owing to the expansion of the supply chain and increasing trust, reliability, and electronic payment facilities, consumers are increasingly opting for online services (Li et al. 2020). OFD services enable users on an online platform to pick menus from different local restaurants and select a variety of preferences, including healthy meal options, meal deals, delivery options, and payment options. Previous studies have viewed convenience motivation, usefulness (Yeo et al. 2017), perceived benefits, trust, quality (Al-Debei et al. 2015), habits, and mindfulness (Gunden et al. 2020) as having a significant impact on consumer attitudes and behavioural intentions towards OFD services. Chai and Yat (2019) showed the positive effects of convenience, privacy, and security on behavioural intentions toward OFD services. Ali et al. (2021) found that unreliability and insecurity negatively affect attitudes towards OFD service usage intentions. Nguyen et al. (2019) showed that perceived ease of use has a significant impact on attitudes. Cho et al. (2019) found that consumers’ attitudes toward OFD services were mostly affected by their level of reliability and food variety. According to the technology acceptance model (TAM) (Davis et al. 1989), both perceived ease of use and perceived usefulness are driving factors shaping consumer attitudes towards adopting a modern technology. Several other researchers have found a significant relationship between perceived ease of use, perceived usefulness, and consumer attitudes (Alagoz and Hekimoglu 2012; Kim and Woo 2016). In this study, perceived convenience resembled perceived ease of use and perceived usefulness which was examined along with the effect of OFD service quality, and reliability on consumer attitude. Behavioural intention on the other hand, refers to “how hard people are willing to try” and “how much of an effort they are planning to exert” to show a certain behaviour (Kim and Woo 2016). In the TAM, consumers’ behavioural intention to adopt a new technology is affected by their perceived usefulness and attitude towards the new technology (Davis et al. 1989). Ramus and Asger Nielsen (2005) showed that the usefulness of online shopping, which is demonstrated through convenience, variety of products, and time saving, is significantly related to consumers’ behavioural intentions. Similarly, Dang et al. (2018) revealed that convenience is the ultimate motivation that affects consumers’ behavioural intentions. Quevedo-Silva et al. (2016) found a significant relationship between attitude and consumers’ behavioural intention to purchase online food. Similarly, Loketkrawee and Bhatiasevi (2018) refer to an attitude that has a strong impact on consumers’ intention to adopt online shopping. Wiastuti et al. (2022) revealed the mediating impact of consumers’ attitudes toward convenience and their behavioural intention to use OFD services. Wiastuti et al. (2022) also showed the positive intentions of buyers because of a positive attitude. Based on this review, the following hypothesis is developed:

H10. Consumers’ attitudes have a significant impact on their Behavioral intentions towards OFD services.

Theoretical background

OFD services are a modern innovative way to buy food (Cho et al. 2019). OFD is also an innovative technology that satisfies consumers’ social and personal needs. Several researchers (Pelsmaeker et al. 2017; Wang and Somogy 2018; Troise et al. 2020; Piroth et al. 2020) have examined the drivers of consumers’ attitudes towards behavioural intention to use a technology by using TAM (Davis et al. 1989). TAM was first introduced to explain behaviour towards computer technology. TAM particularly shows that perceived ease of use and perceived usefulness together examine consumers’ attitudes, which in turn affect their intention to adopt modern technology (Davis et al. 1989). TAM has been proven to be applicable to examining consumer intentions, attitudes, and behaviours in various contexts, such as mobile banking, website usage, e-commerce, and online food delivery services (Al-Debei et al. 2015; Gefen et al. 2003; Troise et al. 2020). Moreover, TAM is often used to emphasise social factors and individual characteristics. Therefore, the theoretical construct of this study has been designed on the basis of technological acceptance model (Davis et al. 1989). However, prior studies have given less importance to quality and security factors. As drivers of users’ intentions, consumers’ attitudes have been found to influence the relationship between perceived convenience, service quality, security and consumers’ behavioural intention to use OFD services. Based on the basic TAM model, the conceptual framework of this study was extended with consumers’ attitude as the mediator, together with three variables (perceived convenience, service quality, and security), to study the effect on the behavioural intention towards online food delivery services in the emerging economy of Bangladesh. Based on the literature, the following research model has been adopted (Fig. 1):

Fig. 1.

Fig. 1

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Research model

Research methodology

This study was descriptive in nature, and a quantitative approach was adopted to collect data from the respondents. A self-administered questionnaire was developed after critically evaluating the literature and summarising all items on perceived convenience, service quality, security, consumers’ attitudes, and consumers’ behavioural intentions towards OFD services. A deductive approach was used to construct the hypotheses. Twenty-one (21) items from previous researches on online shopping, food delivery services, consumer attitudes, and behavioural intentions were adopted (Cheng et al. 2021; Childers et al. 2002; Caruana and Ewing 2010; Constantinides et al. 2010; Escobar-Rodríguez and Carvajal-Trujillo 2013; Kuo and Yen 2009; Namkung and Jang 2007; Nguyen, et al. 2019; Wen et al. 2021; Yeo et al. 2017) (see Table A1 in Appendices). Most of the measurement items were chosen in line with proposed research model and modification in wording was done to fit the research context of this study. The questionnaire used a five-point Likert scale from “1” referring to “strongly disagree” to “5” “strongly agree”. The target population comprised graduate and postgraduate students (part-time and full-time students) over 20 years of age from different private universities located in Chattogram, Bangladesh. Convenience sampling was used to collect data from university students accustomed to using online food delivery service websites and mobile apps. Data were collected via a personal survey by distributing the questionnaires to 400 respondents via email. In PLS-SEM, the sample size should be at least ten times the number of structural paths entering the endogenous construct (Hair et al. 2011). The minimum required sample size was 40. Additionally, Chin et al. (2008), suggested at least 10 respondents for each item and hence required sample size would be 210. Therefore, 306 respondents met the sample requirements for the structural equation modelling of this study. Among the 400 respondents, 314 (78.5%) returned, and 306 (76.5%) were found to be useful. Data analysis was performed using SmartPLS 3.3.9, as recommended by Hair et al. (2011), and PLS-SEM was used to extend the existing theory or model with new constructs or relationships.

Demographic profile

As shown in Table A2 in the appendix, the total number of respondents was 306. Of the respondents, 56.9% were males and 43.1% were females. In terms of age group, 175 (57.2%) respondents were 20–30 years of age, 83 (27.1%) were aged 31–40 years, 33 (10.8%) were aged 41–50 years, and 15 (4.9%) were over 50 years old. Regarding occupational status, 189 (61.8%) were students, 78 (25.5%) were working professionals, 25 (8.2%) were homemakers, and 14 (4.6%) were self-employed. The majority of the respondents had experience using OFD services for about 7–9 months (21.9% and 10–12 months (40.5%), which indicates that the respondents were familiar with OFD services. The majority of respondents were aged between 20 and 30 years (57%), who are usually the target market for OFD services. The vast majority of the sampled respondents were adult students (61.8%) and working professionals (25.5%), indicating that OFD services have gained popularity among these two customer segments in Bangladesh.

Data analysis and results

Measurement model assessment

The measurement models measured three types of validity: content, discriminant, and convergent (Ringle et al. 2020). The content validity of this study was fulfilled as it met the validity criterion suggested by Hair et al. (2013). The loading values of all construct items were above the recommended 0.5, and item loadings were also greater than all of their cross-loadings with other variables and hence content validity was attained (Table 1).

Table 1.

Cross loadings

CATT CBI CONV SEC SERVQ
CATT_1 0.864 0.539 0.477 0.185 0.325
CATT_2 0.927 0.752 0.650 0.347 0.570
CATT_3 0.783 0.444 0.663 0.445 0.135
CBI_1 0.635 0.891 0.501 0.213 0.614
CBI_2 0.657 0.881 0.526 0.347 0.461
CBI_3 0.556 0.906 0.606 0.469 0.480
CONV_1 0.286 0.296 0.718 0.625 0.131
CONV_2 0.478 0.530 0.809 0.544 0.422
CONV_3 0.590 0.381 0.738 0.498 0.158
CONV_4 0.683 0.696 0.807 0.377 0.602
CONV_5 0.388 0.271 0.692 0.359 0.126
CONV_6 0.478 0.290 0.631 0.502 0.020
SEC_1 0.161 0.138 0.394 0.594 (0.041)
SEC_2 0.094 0.172 0.355 0.570 0.028
SEC_3 0.413 0.407 0.592 0.913 0.339
SEC_4 0.352 0.372 0.627 0.916 0.247
SEC_5 0.240 0.238 0.438 0.853 0.189
SERVQ_1 0.136 0.343 0.018 (0.182) 0.812
SERVQ_2 0.082 0.236 0.105 0.103 0.700
SERVQ_3 0.414 0.529 0.264 0.093 0.828
SERVQ_4 0.425 0.485 0.564 0.570 0.679
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Discriminant validity

Discriminant validity refers to a situation in which the square root of the average variance extracted (AVE) is higher than the correlation between the construct and any other construct in its own row and column (Fornell and Larcker 1981). The construct validates the standard of discriminant validity proposed by Fornell and Larcker (1981) (Table 2). To validate the HTMT ratio, the values must be ≤ 0.90 (Henseler et al. 2015). In this case, all values of HTMT were less than 0.90. Hence, discriminant validity (HTMT 0.90 criterion) was attained (Table 2).

Table 2.

Discriminant validity of the measurement model

Fornell–Larcker criterion Heterotrait–Monotrait ratio (HTMT)
CATT CBI CONV SEC SERVQ CATT CBI CONV SEC SERVQ
CATT 0.860 CATT
CBI 0.691 0.893 CBI 0.792
CONV 0.696 0.608 0.735 CONV 0.789 0.654
SEC 0.379 0.380 0.634 0.830 SEC 0.423 0.411 0.767
SERVQ 0.427 0.583 0.394 0.268 0.758 SERVQ 0.489 0.628 0.469 0.413
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Convergent validity

The measurement model shows the relationship between the constructs and indicator variables. Indicators with low factor loadings (< 0.60) were removed (Gefen and Straub 2005).

There were two items (SEC_1: 0.594 and SEC_2: 0.570) that were less than 0.60. Item SEC_1 was kept due to very close to the recommended value of 0.60, but item SEC_2 was removed from the analysis because of low factor loading. The measure of convergent validity is the average variance extracted (AVE), for which the cut-off criterion value is 0.50 (Ringle et al. 2020). The constructs of this study fulfilled convergent validity criteria of AVE > 0.50 (see Table 3). Thus, the constructs possessed convergent validity. The expected cut-off value for composite reliability is CR > 0.70 (Ringle et al. 2020). Here, all latent constructs attained composite reliability (see Table 3). According to Nunnally (1978), the value of Cronbach’s alpha must be ≥ 0.70, and this study met these criteria (Table 3).

Table 3.

The convergent validity and reliability of the measurement model

Research construct and items Factor loading Cronbach’s Alpha Composite reliability AVE
Convenience 0.834 0.875 0.540
 CONV_1 0.718
 CONV_2 0.809
 CONV_3 0.738
 CONV_4 0.807
 CONV_5 0.692
 CONV_6 0.631
Service quality 0.769 0.842 0.574
 SERVQ_1 0.812
 SERVQ_2 0.700
 SERVQ_3 0.828
 SERVQ_4 0.679
Security 0.847 0.896 0.688
 SEC_1 0.594
 SEC_3 0.913
 SEC_4 0.916
 SEC_5 0.853
Customers’ attitude 0.823 0.895 0.740
 CATT_1 0.864
 CATT_2 0.927
 CATT_3 0.783
Customers’ behavioural intention 0.873 0.895 0.740
 CBI_1 0.891
 CBI_2 0.881
 CBI_3 0.906
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Structural model and hypotheses testing

The structural model shows the path relationship between constructs in the proposed model (Fig. 2). The results showed that CONV had a positive influence and significant impact (total effect) on CATT (β = 0.694, t = 12.217, p < 0.001). Therefore, H1 is supported. CONV (β = 0.462, t = 11.537, p < 0.001) significantly and positively affected CBI. Hence, H2 is supported. The SERVQ had a significant effect on CATT (β = 0.183, t = 4.574, p < 0.001). Thus, H4 was accepted. The SERVQ had a significant positive impact on CBI (β = 0.407, t = 8.898, p < 0.001). Therefore, H5 is supported.

Fig. 2.

Fig. 2

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Structural model (PLS algorithm results)

However, SEC (β = – 0.111, t = 1.688, p > 0.05) was negatively associated with CATT, and the relationship between them was insignificant. Therefore, H7 is not supported. SEC (β = – 0.022, t = 0.545, p > 0.05) is negatively associated with CBI, and the relationship between them is also insignificant. Hence, H8 was rejected. CATT significantly and positively affected CBI (β = 0.425, t = 8.986, p < 0.001). Consequently, H10 is supported. Table 4 presents the results.

Table 4.

Structural relationships and hypotheses testing

Hypotheses Paths Path co-efficient Standard deviation t values p values Remarks
H1 CONV → CATT 0.694 0.057 12.217 0.000 Supported
H2 CONV → CBI 0.462 0.040 11.537 0.000 Supported
H4 SERVQ → CATT 0.183 0.04 4.574 0.000 Supported
H5 SERVQ → CBI 0.407 0.046 8.892 0.000 Supported
H7 SEC → CATT  – 0.111 0.066 1.688 0.092 Not supported
H8 SEC → CBI  – 0.022 0.041 0.545 0.586 Not supported
H10 CATT → CBI 0.425 0.047 8.986 0.000 Supported
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Performed bootstrap with 5000 subsamples (Ringle et al. 2015)

Mediation analysis

Three mediating hypotheses were constructed to examine the mediating impact of CATT on the predictor and outcome variables (Table 5). The results revealed that the total effect of CONV on CBI was positive and significant (β = 0.694, t = 12.217, p < 0.001). With the inclusion of the mediating variable (CATT), the effect of CONV on CBI decreased, and the direct relationship was found to be statistically significant (β = 0.167, t = 3.730, p < 0.001), while the indirect effect with the inclusion of mediator in the analysis was found to be positive and statistically significant (β = 0.295, t = 7.034, p < 0.001). Therefore, the results revealed a partial mediation. This indicates that the effect of CONV on CBI passes, both directly and indirectly, through CATT. Consequently, H3: CONV → CATT → CBI is accepted (Table 5).

Table 5.

Mediation analysis

Paths Total effects Direct effects Hypotheses Indirect effects
β t value p value β t value p value Β t value p value
CONV → CBI 0.462 11.537 0.000 0.167 3.73 0.000 H3. CONV → CATT → CBI 0.295 7.034 0.000
SERVQ → CBI 0.407 8.892 0.000 0.33 8.05 0.000 H6. SERVQ → CATT → CBI 0.078 4.214 0.000
SEC → CBI  – 0.022 0.545 0.586 0.025 1.04 0.299 H9. SEC → CATT → CBI  – 0.047 1.634 0.102
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Performed bootstrap with 5000 subsamples (Ringle et al. 2015)

The total effect of SERVQ on CBI was positive and significant (β = 0.407, t = 8.892, p < 0.001). With the inclusion of the mediating variable (CATT), the effect of SERVQ on CBI decreased, and the direct relationship was found to be positive and statistically significant (β = 0.330, t = 8.050, p < 0.001), while the indirect effect with the inclusion of mediator in the analysis was found to be statistically significant (β = 0.079, t = 4.214, p < 0.001). Therefore, the results revealed a partial mediation. This indicates that the effect of the SERVQ on CBI passes both directly and indirectly through CATT. Consequently, H6: SERVQ → CATT → CBI is accepted (Table 5).

The total effect of SEC on CBI was negative and insignificant (β = – 0.022, t = 0.545, p > 0.05). With the inclusion of the mediating variable (CATT), the effect of SEC on CBI increased and the direct relationship was found to be positive but statistically insignificant (β = 0.025, t = 1.040, p > 0.05), while the indirect effect with the inclusion of mediator in the analysis was also found to be statistically insignificant (β = – 0.047, t = 1.634, p > 0.05). Therefore, the results revealed no relationships and no mediation effect. This indicates that the effect of SEC on CBI neither passes directly nor indirectly through CATT. Consequently, H9: SEC → CATT → CBI is rejected (Table 5).

Therefore, it can be concluded that there is a partial mediation effect (Kenny and Baron 1986) in CONV → CATT → CBI and SERVQ → CATT → CBI, whereas no mediation effect was found in SEC → CATT → CBI. The above analysis reveals that CONV and SERVQ have significant total, direct, and indirect positive impacts on CBI through CATT, while apart from positive correlation and increased t value in the direct effect; SEC had an insignificant relationship with CBI directly and indirectly through CATT.

Discussion and managerial implications

This study attempted to explain the influence of perceived convenience, service quality, and security on consumers’ attitudes and behavioural intentions towards OFD services in the context of an emerging economy. CONV has a positive and significant impact on CATT and CBI for online food delivery services in Bangladesh. These findings are consistent with those of previous studies (Akroush and Al-Debei 2015; Yeo et al. 2017; Rehman 2018; Hong et al. 2021; Novita and Husna; 2020; Wiastuti et al. 2022). Notably, CONV affected both CATT and CBI more than the other two variables. Ease of use, variety of food items, and different payment options played a significant role in influencing positive CATT and CBI. These results are consistent with those of Bagot et al. (2022) and Ren et al. (2020), Saad (2020), Samaniego et al. (2022). The study found that SERVQ had a positive and significant influence on CATT and CBI towards OFD services. This result is consistent with that of Banerjee et al. (2019), Saad (2020), and Suhartanto et al. (2019). Timely delivery and quick customer complaint resolution were the most critical factors shaping positive CATT and CBI towards OFD services. These results were consistent with the findings of Cheng et al. (2021) and Koay et al. (2022); Saneva and Chortoseva (2020). Security is unlikely to influence consumers’ attitudes and behavioural intentions towards OFD services. These findings are consistent with those of Brüseke (2016), Cheng et al. (2021) and Yusra and Agus (2020). However, these findings contradict those of Banerjee et al. (2019), Gopi and Samat (2020), Quang et al. (2018), and Verma (2020). Moreover, the role of consumers’ attitudes as a mediator between security and consumers’ behavioural intention was also insignificant, indicating no mediation impact. This result implies either a lack of customer awareness of personal information security issues or those OFD users have an extensive tendency to use the cash-on-delivery payment system. Notably, a report shows that 90 percent of e-commerce users in Bangladesh prefer the cash-on-delivery payment mode (International Trade Administration 2022). Yusra and Agus (2020) observed the identical influence of privacy on customer satisfaction and loyalty. Similar to Bangladeshi, Yusra and Agus (2020) found that most Taiwanese OFD users were accustomed to paying cash, even though the use of credit cards or electronic payments are rising, which in turn reduces their concern about information security. Meanwhile, CATT positively and significantly increased CBI. These findings are in line with TAM theory (Davis et al. 1989) and the results of previous studies (Alagoz and Hekimoglu 2012; Gefen et al. 2003; Nguyen et al. 2019; Yeo et al. 2017). CATT positively and significantly mediated CONV and CIB, consistent with the results of Wiastuti et al. (2022). CATT also significantly mediated the SERVQ and CBI. However, CATT had no mediating effect between SEC and CBI.

This study examines perceived convenience, service quality, and security to analyse consumers’ behavioural intentions towards online food delivery services. This study contributes to e-commerce and the general knowledge base of consumer behaviour. Restaurant businesses have been trying to gain opportunities through online food delivery services. There is a paucity of research in this context in Bangladesh, which has become the most challenging for researchers. This study is important for existing firms and prospective new entrants in the OFD service sector, as it sheds light on consumers’ attitudes, behavioural aspects, and factors that are critical for gaining success in the Bangladeshi market. This study also contributes to the existing field theory of consumer behaviour as it responds to research directions for conducting research on the prospective drivers of consumer attitudes and behavioural intention towards online shopping and online food delivery services, especially in the emerging market context of Bangladesh (Cheng et al. 2021).

From a practical perspective, this study identified the critical success factors for emerging food delivery-based intermediary businesses in developing countries. The findings of this study can help other scholars, restaurant businesses, customers, and online food delivery service providers better understand how to enhance consumers’ positive attitudes and, consequently, positive consumer behavioural intentions by minimising personal information security concerns. The β = – 0.111 of SEC → CATT and β = – 0.022 of SEC → CBI indicate a negative and weak relationship between security and consumers’ attitudes and consumers’ behavioural intentions among the relatively young respondents of this study. Therefore, managers should pay more attention to how to increase the long-term business scope by deploying more cash on delivery options and implementing more secure and hassle-free digital payment options in the future. Most Bangladeshis are accustomed to paying cash. Furthermore, this study anticipates that, once the proportion of electronic payments increases, security will become increasingly important in driving customers’ positive attitudes and behavioural intentions. Hence, it is a prime time for OFD service providers to focus on how to enhance personal information security through enhanced public awareness and a safer online payment system for the greater benefits of all stakeholders of online food delivery services. Regarding perceived convenience, OFD customers’ intentions to order food were most relevant to the order timetable, place, variety of foods, and the app. The positive and strongest β = 0.694 for CONV → CATT and β = 0.462 for CONV → CBI imply that OFD service management should focus more on these dimensions as the most critical drivers of consumers’ attitudes and behavioural intentions toward OFD services. Hence, OFD service providers should prioritise the improvement of the ordering timetable, enhanced distributional and operational coverage, availability of food varieties, and a simple, user-friendly mobile app. From a service quality perspective, OFD customers’ intentions to order food are most relevant to the required delivery time, customer services, and timing to resolve disputes. The positive and strong β = 0.183 for SERVQ → CATT and β = 0.407 for SERVQ → CBI imply that management should pay more attention to improving delivery time, efficient customer services, and effective customer complaint handling.

Research limitations and future research directions

This study focuses on university students, mainly adult students aged 20–30 and 31–40 years OFD service users of Chattogram city as the subject, where different customer segments in other cities in Bangladesh were not involved. This is a major limitation of this study. Therefore, this study suggests extending future research to include other demographic and geographic segments of Bangladeshi customers to obtain more generalised and valid results. In addition, this study also suggests that future scholars explore the impact of cultural differences, as suggested by Cheng et al. (2021), and meal quality on customers’ attitudes and behavioural intentions towards OFD services.

Supplementary Information

Below is the link to the electronic supplementary material.

Supplementary file1 (DOCX 16 kb) (16.9KB, docx)

Acknowledgements

Author is grateful to everyone, especially to the survey respondents. Without their insightful responses, this study would have been impossible to complete.

Abbreviations

CATT

Consumers’ Attitude

CBI

Consumers’ Behavioural Intention

CONV

Convenience

OFD

Online food delivery

SERVQ

Service Quality

SEC

Security

Funding

Author did not receive any financial support for the research, authorship, and/or publication of this article.

Data availability

The data that support the findings of this study are available from the corresponding author upon reasonable request.

Declarations

Conflict of interest

The author declares that there is no conflict of interest.

Ethical approval

This article does not contain any studies with human participants performed by the author.

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Associated Data

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Supplementary Materials

Supplementary file1 (DOCX 16 kb) (16.9KB, docx)

Data Availability Statement

The data that support the findings of this study are available from the corresponding author upon reasonable request.

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