Click, Order, Eat: A Critical Assessment of Online Food Aggregators’ Mobile Apps in the Indian Dining Landscape
Keywords:
Online food delivery, mobile applications, consumer behaviour, exploratory factor analysis, food aggregators, IndiaAbstract
The rapid growth of online food delivery (OFD) applications has revolutionised consumer food consumption patterns, making mobile applications a key driver in modern food ordering experiences. The current study focuses on identifying the dimensions that influence consumers’ attitudes towards using OFD applications in the Delhi–NCR region of India. A structured questionnaire was used for quantitative research with 310 OFD users, collected through convenience sampling. The three factors – Ease of Use and App Utility (54.46% of the total variance), Social Influence and Perceived Support (44.38% of the total variance), and Delivery and Service Effectiveness (5.63% of the total variance)- were identified in an exploratory factor analysis using principal component analysis with varimax rotation. The results indicate that the factors influencing the consumers’ usage behaviour are convenience, social interaction and service efficiency. The findings of the study enrich the current literature on food delivery application services and recommend practical suggestions for food aggregators and app developers to enhance application usability, social engagement, and service effectiveness.
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