AN EMPIRICAL STUDY OF CONSUMERS’ ATTITUDES TOWARD USING
ONLINE FOOD DELIVERY SERVICES IN BANGLADESH
By
Saad Ahmed
B.B.A, North South University, 2019

THESIS SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF SCIENCE
IN
BUSINESS ADMINISTRATION

University of Northern British Columbia
February 2024
© Saad Ahmed, 2024

Abstract
The online food delivery service industry has the potential to be one of the biggest
industries in Bangladesh and contribute significantly to the economy. Technological
advancement has powered the potential expansion of online food delivery services in
Bangladesh. While there has been some recent research on the shift in Bangladeshi
consumers' food consumption habits, there still needs to be more research on the online food
delivery service industry. Noticeably, online food delivery services are only available to
people living in large cities or suburban areas in Bangladesh. Rural populations have limited
access to these services. The reputation of the delivery services is sometimes adversely
affected by inconsistent customer service, which includes problems with order accuracy,
poor user interface, and lack of responsiveness.
Therefore, this study analyzes the consumers' attitudes toward using online food
delivery services in Bangladesh. This study revisited the theory of the technology acceptance
model (TAM) theory by retaining user motivation. According to the TAM theory, user
motivation is considered as perceived ease of use and perceived usefulness, whereas in this
study, perceived usefulness has been simplified by two independent variables: various food
choices and time-saving orientation. Thus, the three original constructs from the TAM theory
included in this study are attitudes toward using the technology, perceived ease of use, and
perceived usefulness. The core objective of the study is to determine the influence of
perceived ease of use, various food choices, and time-saving orientation on the consumers'
attitudes toward using online food delivery services in Bangladesh. Secondly, the study
examines the moderating role of the 'online shopping experience' on the user's motivation in
Bangladesh.

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Survey methods were used to conduct this research, and 180 participants throughout
Bangladesh participated. Key findings of the paper highlight that ease of use, various food
choice, and time-saving orientation significantly impact consumers' attitudes toward using
online food delivery services in Bangladesh. The result also suggests that the online shopping
experience positively moderates the relationship between ease of use and consumers'
attitudes toward using online food delivery services. It implies that consumers will find the
service more reliable and most likely to use the service if the service application is more
user-friendly. It also positively moderates the relationship between various food choice and
consumers' attitudes toward using the online food delivery service. However, the study's
findings suggest that the degree of online shopping experience doesn't impact the
relationship between individuals' time-saving orientation and consumers' attitudes toward
using online food delivery services.
The study indicates that increasing the online shopping experience will make
customers accustomed to ordering food from online food delivery services. The more
customers get used to the services, the more they order food online. This study can also be
valuable to any Asian or North American markets in implementing a cost-effective and
efficient strategy for online food delivery services.

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Table of Contents
Abstract ..................................................................................................................................... ii
List of Tables ........................................................................................................................... vi
List of Figures .......................................................................................................................... vi
Acknowledgment .................................................................................................................... vii
Chapter 1. Introduction ............................................................................................................. 1
Chapter 2. Literature Review .................................................................................................... 5
Ease-of-Use................................................................................................................... 5
Various Food Choice .................................................................................................... 6
Time-Saving Orientation .............................................................................................. 8
Attitudes Towards Using Online Food Delivery Services ......................................... 11
Online Shopping Experience ...................................................................................... 13
Chapter 3. Hypotheses Development ..................................................................................... 15
Overall Hypotheses ..................................................................................................... 28
Chapter 4. Methodology and Measurement............................................................................ 29
Questionnaire Development ....................................................................................... 29
Research Design ......................................................................................................... 33
Chapter 5. Results and Analysis ............................................................................................. 36
Chapter 6. Discussion and Conclusion ................................................................................... 52
Theoretical Contribution ............................................................................................. 56
Managerial Implications ............................................................................................. 57
Limitations and Future Research ................................................................................ 60
Chapter 7. Reference .............................................................................................................. 62

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Appendix................................................................................................................................. 80
TCPS 2: Core (Certificate of Completion) ................................................................. 80
Participant Recruitment Material (Email Script) ........................................................ 81
Information Letter / Consent Form ............................................................................. 81
Research Questionnaire .............................................................................................. 84

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List of Tables
Table 1. Demographic Variable Analysis ................................................................................37
Table 2. Cronbach’s Alpha Scores...........................................................................................38
Table 3. Test of Normality .......................................................................................................39
Table 4. Tests of Normality with the Log Transformation ......................................................40
Table 5. H1(a) Result ...............................................................................................................41
Table 6. H1(b) Result ...............................................................................................................43
Table 7. H2(a) Result ...............................................................................................................45
Table 8. H2(b) Result ...............................................................................................................47
Table 9. H3(a) Result ...............................................................................................................49
Table 10. H3(b) Result .............................................................................................................51

List of Figures
Figure 1. Theoretical Framework ........................................................................................... 27

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Acknowledgment

Firstly, I am deeply thankful to my family for their unwavering support and
encouragement. Their love and support have been my pillar of strength. I want to express my
immense gratitude to my program supervisor, Dr. Wootae Chun, Marketing, UNBC, for his
support, guidance, and mentorship throughout the program. His knowledge and dedication to
quality have greatly influenced this research.
A special acknowledgment goes to my supervisory committee members, Dr. Kafui
Monu, Curricular Chair of the School of Business, UNBC, and Dr. Pranesh Kumar,
Mathematics and Statistics, UNBC, for their expertise, academic support, guidance, and
insightful feedback.
I also want to thank UNBC REB (Research Ethics Board) and the Academic Success
Centre for their review and approval of my paper. Lastly, I am grateful to the University of
Northern British Columbia for allowing me to pursue my Master of Science in Business
Administration under the supervision of Dr. Wootae Chun.

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Chapter 1. Introduction

The online food delivery service is creating a significant impact on Bangladesh's
economy. Industry experts forecast that by 2025, the market worth of online food delivery
services will expand by $5 million in Bangladesh. (Kader, 2020). The emergence of the
online food delivery service industry is changing consumers' food-consuming nature in
Bangladesh. According to Sjahroeddin, (2018), the online food delivery service is an
innovative business that significantly impacts consumers' food buying behavior. This
industry attracts people worldwide by satisfying customers' personal and social needs (Troise
et al., 2021). Online food ordering has become a global phenomenon, and recently, it has
been gaining popularity in Asian regions. Studies show that the e-commerce sector is
experiencing rapid growth of about 12% annually (Chang et al., 2014). According to a
forecast, by the year 2040, the e-commerce sector will achieve a 95 percent rise in online
purchasing over the world (Abramovich, 2019) due to a wider range of options, low
purchasing barriers, comparing options, easy access, and price efficiency, which overruled
the traditional brick and mortar business model (Wen et al., 2011). By 2022, the food
delivery business will generate a revenue of approximately USD 956 million, which can be
categorized as one of the most revenue-generating sectors in the food industry (Milo, 2018).
In the digitalization process, Bangladesh has experienced a rapid increase in the
number of digitalized citizens, like smartphone users and internet subscribers; in fact,
internet subscribers in Bangladesh have increased twice in the past five years (BTRC, 2020).
Since 2012, the growth and development of this industry (i.e., online food delivery service)
have been more dominant than the retail shopping industry in Bangladesh (Saha, Zhuang and

Li, 2020). A report shows that in 2016, the restaurant business was worth more than BDT
4,500 Crore (Food Delivery Industry of Bangladesh Making Strides Through Influx of
Foreign Capital, 2021). A news report shows that in the year 2019, food delivery companies
delivered 25,000 orders per day, and 90% of the deliveries were made by the four industry
leaders HungryNaki, Foodpanda, Pathao Food, and Shohoz Food (Food Delivery Industry of
Bangladesh Making Strides Through Influx of Foreign, 2021). In Bangladesh, almost 35% of
the population lives in urban areas, and approximately 40% of the total population are
children, teenagers, or young adults under 25 years old (Food Delivery Industry of
Bangladesh Making Strides Through Influx of Foreign Capital, 2021). The trend shows that
the main customers of the online food delivery sector are young and working-class people. It
is an excellent advantage for the working generation as it saves them from the hassle of
preparing or traveling to buy ready-made food in restaurants.
One of Bangladesh's leading newspapers, Dhaka Tribune, conducted interviews with
successful food delivery companies and found that around 3,500 delivery persons deliver
almost 25,000 orders per day (Muntasir, 2022). According to Ibrahim Bin Mohiuddin, deputy
CEO of HungryNaki.com (a food delivery service platform in Bangladesh), there was no
market for food delivery services in Bangladesh before 2013. However, the current market
worth of online food delivery services is $10 million (Kader, 2020). Moreover, in another
interview taken by Dhaka Tribune, Syed Shakil Islam, a senior executive of Foodpanda (A
food delivery service platform in Bangladesh), stated that in the year 2021, FoodPandas'
growth was 300% (Muntasir, 2022). However, online food delivery service options are very
common in cities and towns, food delivery service providers rarely offer any service in rural
areas. Currently, rural people have access to the internet and smartphones, and due to the

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lack of availability of food delivery services in rural areas, people are unaware or unable to
avail the services. Although food delivery service providers offer many discounts and
coupons on orders placed in their online apps or websites, consumers lose interest in
purchasing due to the complex interface. Despite having numerous possibilities to grow, in
recent times, many food delivery service providers like HungryNaki are closing down their
businesses, or some, like Sohoz, are focusing on other areas.
This study analyzes consumers' attitudes toward using online food delivery services
while scrutinizing perceived ease of use and perceived usefulness in terms of various food
choices and time-saving orientation. This study also explores the online shopping experience
as a moderating factor and its role in the relationship between independent variables (Ease of
use, various food choices, and time-saving orientation) and the dependent variable (Attitudes
toward the online food delivery service industry in Bangladesh. There are also some
significant research gaps found on the topic. For instance, TAM theory explains the impacts
of user motivation on the attitudes toward using the technology; however, previous studies
have not examined the effects of user motivation on consumers' attitudes toward using online
food delivery services in Bangladesh. According to the TAM theory, user motivation is
considered as perceived ease of use and perceived usefulness, whereas in this study,
perceived usefulness has been simplified by two independent variables: various food choices
and time-saving orientation. On the other hand, perceived ease of use remains the same per
the user motivation of TAM theory and presents as an independent variable in this research.
This simplification was necessary for study due to the relevance of the market and the
industry. Moreover, past studies have not examined the moderating effect of online shopping
experience on user motivation or the relationship between independent variables (Ease-of-

3

Use, Various Food Choices, and Time-Saving Orientation) and dependent variables (attitudes
toward using online food delivery services) in Bangladesh.
Therefore, the core objective of the study is to assess the influence of perceived ease
of use, various food choices, and time-saving orientation on the attitudes toward using online
food delivery services in Bangladesh. Secondly, the study assesses the moderating role of the
'online shopping experience' on the user's motivation in Bangladesh.
My research questions are:
1. To what extent do variables like ease of use, various food choices, and time-saving
orientation affect the attitudes toward online food delivery services in Bangladesh?
2. To what extent does the online shopping experience act as a moderator on user
motivation in Bangladesh? (User motivation is explained in TAM theory, which is the
influence of perceived ease-of-use and perceived usefulness on the attitudes toward using
technology).
This research revisited the TAM theory by retaining user motivation or three original
constructs: attitude, perceived ease of use, and perceived usefulness as various food choices
and time-saving orientation. This paper will help the participants understand the online food
delivery service industry from the perspective of consumers' behavior. Consequently, this
study includes hypotheses according to a conceptual framework of the TAM theory by
focusing on the online factors that influence consumers' decisions about online food delivery
services.

4

Chapter 2. Literature Review

Ease-of-Use
Ease of use refers to the user's perception of quickly learning about the product or
service, decreasing the burden of seeking information for a consumer (Li et al., 2020). Many
scholars have shown that ease of use is strongly associated with the consumer's intention to
use while using any technology-based service. Venkatesh and Davis (2000) defined
perceived ease-of-use as an effortless activity while using any technological platform, such
as the comfortability of using any online platform without giving much effort to use the
system. According to Ray et al. (2019), ease-of-use in online food delivery applications
means the comfort in placing an order online, easy accessibility of tracking the order, or the
convenience of searching foods or restaurants online while using the online platform or
application of the service. According to Jin and Zhou (2014), consumers feel more intrigued
if they can trace the order through a system, and the studies suggested that different states are
willing to pay more, which offers traceability to the customer.
One study showed that ease of use implicitly influences the behavioral intention to
use a service or a product (Wu and Wang, 2005). Personalization and ease of use are the
most significant factors for a website or application of an e-commerce platform to succeed
(Choi et al., 2017). A well-designed interface with organized information attracts consumers
(Hidayat et al., 2016). Further study has explained the concept of a positive association
between ease of use and perceived usefulness (Nedra et al., 2019). In one study, CampbellGrossman et al. (2018) referred to ease-of-use as the ease of navigation and the precision in
the application's functionality, which is a significant requirement for any e-commerce service

5

to run successfully. A consumer cannot pursue any online service or product if the website or
the application cannot deliver its product or service information to its customer. Therefore, it
is crucial to have the e-commerce website or application as user-friendly as possible to grow
the customers' interest. According to Hamid et al. (2016), consumers will be more interested
in using any online service if the system or the application is very convenient. Golden and
Krauskopf (2016) explained that the application needs to deliver precise information yet be
simple to use so that the consumer understands the whole navigation process and pursues the
service conveniently. Li et al. (2020) also suggested that quantitative research on the ease of
use in online business can explain the importance of UI (user interface) and UX (user
experience) or application design and improvements. Therefore, ease-of-use can be referred
to as a combined factor of a system's navigation layout, UI (User Interface), and UX (User
Experience) while pursuing a service through online platforms or mobile applications.
According to Spiller and Lohse (1998), the user interface is associated with the layout
and navigation arrangement of the website or application. It is important to have a standard
user interface to have the convenience of looking after any product information online.
Moreover, poor website design or simply an unfriendly user interface can influence
consumers' purchasing intention because the user interface quality of these apps or websites
directly impacts consumers' purchasing decisions (Park and Kim, 2003).

Various Food Choice
Various food choice is the option to choose foods from a variety of alternatives, and it
relates to the variety-seeking attitude of the consumer. People often tend to look for various
choices of products and services to switch to other options even though they are satisfied
6

with the current products or services (McAlister and Pessemier, 1982). Different studies
explained that consumers could be motivated to seek various choices or selections in the
product (Read and Loewenstein, 1995). The various food choices allow customers to
purchase food based on their current needs and tastes, and thus, it increases their perceptions
of the value of the service (Troise et al., 2021).

According to He et al. (2019), one of the key competitive benefits of the online food
industry is the variety of food categories or options. Moreover, the various food choice helps
the consumer to meet their desired needs because the online food delivery service allows the
consumer to explore various food or cuisine options and gives them an edge to compare the
food between different restaurants in terms of price, reviews, and so on (Cho et al., 2019).
According to Troise et al., (2021), various food choices are related to perceived usefulness.
Perceived usefulness indicates an individual's faith that a specific system will positively
affect performance (Davis, 1989). This implies that if a system influences the decisionmaking process positively, it has a higher perceived usefulness to that consumer. As the
various food choices significantly impact the decision-making process related to food choice,
it is related to perceived usefulness.
The Internet has made different varieties and categories of products more accessible
to buyers. Online food delivery services combine many restaurants, allowing customers to
choose between a wide range of food categories. Restaurants can attract customers by
displaying their signature cuisine or various food items through this online food delivery
service, and the customer can get their desired food items at their selected location by
ordering under the system (Lan et al., 2016). It gives consumers the advantage of selecting

7

food items from different restaurants, saving them time and energy. Moreover, people are
becoming regular users of online food delivery services due to choosing various food options
(Chai and Yat, 2019). Varieties of food options available in the catalogs or menus are a great
marketing instrument in the restaurant business (Shock et al., 2004). According to Fiore and
Jin (2003), the product choice or the various menus displayed on the website or application
can increase consumers' positive response and engagement with any online shop or food
delivery service.
In one study, Jarvenpaa and Todd (1997) revealed that consumers' major problem in
the online retail store is finding their desired product or service. Considering the current
context, online food delivery services can help consumers find different food choices from
different types of restaurants, solving one of the significant problems consumers traditionally
face. Therefore, the various food choices can increase the consumer's online shopping
experience. More control in the online shopping experience is positively linked with greater
consumer satisfaction with any service (Marmorstein et al., 1992). From an online
perspective, a study shows that the level of satisfaction increases when there is better
interaction or engagement on the website or application (Devaraj et al., 2002).

Time-Saving Orientation
In the modern world, it is very crucial for people, especially the working-class ones,
to use their time efficiently and for them to travel to restaurants and spend time there an
extravagant event which is very difficult for them to afford with the cost of time (Furst et al.,
1996). In this tough, scheduled routine life, it is quite difficult for one to spare some time for
themselves. people with such hectic lifestyles always look for alternatives to save some time,
8

hence, time-saving orientation controls the behavior of individuals (Chai and Yat, 2019). It is
quite challenging for many to manage the time to go to the restaurant and stand in the queue
to get their desired food (Euromonitor, 2015). A consumer's purchase decision is associated
with the cost of time and money, and these costs add value to the convenience of a service
(Colwell et al., 2008; Farquhar and Rowley, 2009). Even though the monetary cost is
explainable, the cost associated with time is difficult to describe as its worth varies from
person to person (Lloyd et al., 2014). The food delivery intermediary (FDI) came up with the
food delivery service with the goal of cutting down the time taken between the ordering and
delivery process (Daud and Min Yoong, 2019). Due to the evolving lifestyle and shortage of
time, consumers are shifting to online purchases, as they are much easier and less timeconsuming than purchasing from physical shops (Wu, 2003).
Online food delivery services are gaining wider consumer acceptance due to their
efficiency, quickness, and delicacy (Blake, Neuendorf and Valdiserri, 2005). Time
orientation greatly influences the consumers' behavioral perceptions (Daud and Min Yoong,
2019). Consumers are mostly fascinated by FDI services due to the urge to save time and
reduce the costs related to them (Fancello, Paddeu and Fadda, 2017). Many studies proved
that time is a crucial factor that can influence consumers' purchase behavior in online
delivery (Jensen, 2012; Liu et al., 2008; Wu, 2003; Alreck and Settle, 2002). Research shows
that well-paid consumers tend to have a shortage of time, so in order to save some time and
reduce the opportunity cost, they prefer online purchases (Punj, 2012). Such consumers are
more time-sensitive, they allocate their time to multi-tasking and ensuring efficient usage of
time, considering it a limited asset (Jacoby et al., 1976). With the initiatives taken by FDI,
food delivery has become so convenient that consumers can have meals from their preferred

9

restaurant without disrupting their working schedule or regular activities (Daud and Min
Yoong, 2019). Rahman, Khan, and Iqbal (2018) addressed time as a primary incentive for
online orders to grab the consumers' attention with purchase intention. However, such timesensitive consumers are willing to pay more than the actual price in order to get on-time
delivery and save the cost associated with time (Daud and Min Yoong, 2019). According to
the viewpoint of time-saving orientation, the motive of consumers to make an online
purchase decision is to minimize the cost of time (Jensen, 2012; Alreck and Settle, 2002).
According to Yeo, Goh, and Rezaei (2017), consumers choose to go for online
services when they get incitement and want to experience convenience while spending less
time and cost. Time-saving orientation of service adds value to consumers' convenience by
decreasing the cost of time and effort in purchasing that service (Yeo, Goh and Rezaei,
2017). However, the high cost of time-related services is very likely to reduce the
convenience for the consumer (Berry et al. 2002). According to Daud and Min Yoong
(2019), on-time delivery is a primary concern for consumers while purchasing online; a delay
in delivery time can have a negative impact on consumers' online experience. Nowadays,
people have a lot to do in their daily routines, so they want to save time to focus on the most
important tasks (Chai and Yat, 2019). When a person is involved in many activities, he tends
to look for alternate options for some activities, which can save time (Bashir et al., 2015).
Online food delivery helps consumers purchase their desired food conveniently and saves
their time by allowing them to order food from their current location (Chai and Yat, 2019).
According to Moriarty (2016), online food delivery services positively influence the food
industry by securing the scope of growth, collecting significant consumer databases, and
contributing to the individual’s performance by enhancing their productivity. However,

10

Perceived usefulness indicates how much a system can influence one’s productivity (Zhu et
al., 2009).
Therefore, it can be implied that perceived usefulness enhances an individual’s
decision-making capability. When an individual feels more productive, it influences their
performance and gives a sense of perceived usefulness. Moreover, online food delivery
services contribute to consumers' time-saving orientation, which provides them with
perceived usefulness. So, it can be implied that time-saving orientation is a part of perceived
usefulness.
Consumers' after-delivery satisfaction has a great command over the whole
satisfaction and the repurchase intention (Jiang and Rosenbloom, 2005), and the afterdelivery satisfaction highly depends on the delivery time (Daud and Min Yoong, 2019).
Moreover, online food delivery needs good cooperation from the restaurants. In order to
make it effective, it is essential to ensure that the restaurants are conducting their business
process online, including food ordering (Okumus and Bilgihan, 2014).

Attitudes Towards Using Online Food Delivery Services
Attitude is a psychological state that influences a person’s perspective regarding any
entity and helps to express approval and disapproval (Eagly and Chaiken, 1993). According
to Fishbein and Ajzen (1975), attitude towards any behavior is a judgment of that individual
regarding that particular behavior, which concerns the end result. Social psychologists
suggest that attitude significantly influences an individual's social behaviors (Wicker 1969).
Chirag Dave and Trivedi (2019) stated that attitude greatly impacts consumer's purchase

11

intention. Attitude can closely predict behavioral intents due to its positive relation with it
(Yeo et al., 2017). Ajzen and Fishbein (1977) addressed attitude as a catalyst that controls the
reaction associated with their actions. Individuals with a positive attitude towards any
behavior are likelier to commit that behavior (Kuo and Yen, 2009). Attitude has the ability
to influence consumers' actions by generating an instinct that motivates them favorably or
unfavorably (Chirag Dave and Trivedi, 2019). Consumers' attitudes directly affect consumer
purchase intention (Jun and Jaafar, 2011). In the context of online shopping, Consumers'
attitudes towards online purchases will be positively influenced by the technologically
advanced tools with internet connection, which makes the whole process convenient for them
(Nguyen et al., 2019). Attitude has some components that can influence the willingness to
use technology, and those components are identified by Davis (1989) in TAM theory.
Technological advancement has played a major role in the popularity of online food delivery
services (Das, 2018). Davis (1989) stated that attitude and perceived usefulness reflect the
behavioral intentions that influence the acceptance of technology. Technology dependency
causes consumers to shift their attitude from the traditional way of food purchase towards
online delivery services where they can ready-made food at their doorway (Das, 2018). The
attitude of web-user consumers toward online food purchases is improving as they embrace
technological advancements (Preetha and Iswarya, 2019). According to Chang et al. (2012),
with the adaptation of technological advancements, consumers' attitudes and purchase
intentions are positively influenced. Moreover, consumers' attitudes determine the final
decision of accepting or declining the arrangement (Davis, 1989).

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Online Shopping Experience
According to Pappas et al. (2014), the online shopping experience is the previous
shopping experience of a customer from any online store or service. More specifically,
customers with high online shopping experience refer to the degree to which the customer
engages in more frequent online shopping. On the other side, low online shopping experience
suggests that customers who are irregular buyers when it comes to online shopping may only
prefer to shop offline or visit stores and restaurants in person. The study mentioned that the
online shopping experience could positively or negatively impact customers for any future
online purchase. According to prior studies, the online shopping experience has various
behavioral outcomes, including customer trust, satisfaction, and repurchase intention (Saha et
al., 2020). According to Tsao, Hsieh and Lin (2016), the online shopping experience is
internal information that customers store in the subconscious mind, which helps customers
when they seek more information about the product or services online and acts as the key
consideration at the time of purchase. Previous shopping experience creates a positive
customer emotion (Bagdare and Jain, 2013). Customers usually consider various factors that
influence customers' next online purchase, such as service quality, payment process, delivery
time, and risk involvement (Ling et al., 2010).
One study determined the significance of previous online experiences and
recommended that online shoppers consider the effect of online shopping experience on
customers because it influences the purchasing attitude. According to Tsao, Hsieh and Lin
(2016), customers do not feel confident shopping online because of unfamiliarity with the
system, whereas customers who have a positive online shopping experience feel more
confident. On the other hand, a study showed that experienced customers are more frequent

13

while shopping online. Customers with less or no online shopping experience think more
about different risks related to products or services online, such as the safety issue of using
their credit cards and personal information, discouraging customers from shopping online
(Soopramanien, 2011). According to Park et al. (2012), the online shopping experience
influences a customer's decision to purchase a product or service as the customer can judge
the product or service through their past shopping experience; hence, the online shopping
experience is an essential reference for online shoppers.
According to Wan et al. (2012), the online shopping experience increases customers’
shopping skills and purchase intention. Moreover, the online shopping experience is a
moderator, as it enhances the level of customer satisfaction and leads to repurchase intention
(Khalifa and Liu 2007). Therefore, the customer can eliminate their inferiority or perceived
risk about the product or services by increasing the online shopping experience (Liebermann
and Stashevsky, 2002).
After analyzing the literature review, existing research has relied heavily on
forecasted statistics, consumer preferences, and restaurant behaviors. Whereas current
research uses advanced survey methods to analyze a particular market, track real-time trends,
and predict future market behaviors of the industry. Moreover, the literature review on the
variable analysis was based on more recent trends on the online food delivery service
industry. For instance, existing research on various food choice was limited, and it talked
about the variable from restaurants' viewpoint. However, the current study on various food
choices discussed more about the current market trend of the online food delivery service
industry. Some existing research on time-saving orientation focused on a different

14

geographical market of the online food delivery service industry. In contrast, current research
on the time-saving orientation discussed the current Bangladeshi market.

Chapter 3. Hypotheses Development

Several online food delivery service industry studies have portrayed different theories
and frameworks. However, previous studies have not examined the impact of perceived easeof-use and perceived usefulness (Perceived Usefulness as a Various Food Choice and TimeSaving Orientation) on consumers' attitudes toward using online food delivery services in
Bangladesh. Moreover, past studies have not examined the moderating effect of online
shopping experience on the user's motivation or the relationship between independent
variables (Ease-of-Use, Various Food Choices, and Time-Saving Orientation) and dependent
variable (attitudes toward using online food delivery services) in Bangladesh.
This study also explores the level of online shopping experience in consumers'
attitudes toward using online food delivery services in Bangladesh. Moreover, this study
explained consumers' attitudes toward using online food delivery services and how different
online platforms can meet the needs of consumers. Although several research provided
important information on the online service industry, most of the study is based on the North
American and European markets. Analyzing the factors that influence consumer expenditure
in Bangladesh will help the worldwide online food delivery service industry, especially the
Asian market, take effective strategies to improve the service industry by adding more value

15

to the consumers. As per the literature review, this study suggests the following hypotheses
by focussing on the consumers' attitudes towards online food delivery services.

Relationship Between Ease of Use and Consumers’ Attitudes Toward Using Online
Food Delivery Services in Bangladesh
According to the TAM theory, perceived ease-of-use of technological innovations has
a positive relationship with the attitude towards using (Davis, 1985). Ease-of-use in online
food delivery applications means the comfort of placing an order online, easy accessibility of
tracking the order, or the convenience of searching foods or restaurants online while using
the online platform or application of the service (Ray et al., 2019). Campbell-Grossman et al.
(2018) referred to ease-of-use as the ease of navigation and the precision in the application's
functionality, which is a fundamental necessity for any e-commerce business to run properly.
According to Spiller and Lohse (1998), the user interface is related to the layout and
navigation arrangement of the system interface. Therefore, ease-of-use can be referred to as a
combined factor of a system's navigation layout, UI (User Interface), and UX (User
Experience) while pursuing a service through online platforms or mobile applications. A
well-designed, organized website with several navigation features can positively affect
consumers buying decisions (Park and Kim, 2003). Subsequently, poor website design can
negatively influence consumers' attitudes toward online using online food delivery services.
Moreover, previous studies stated that the user interface quality of these apps or websites
directly impacts the consumers' attitudes or intentions to use the online service platform
(Park and Kim, 2003). According to a study, a consumer’s positive attitude is explicitly

16

related to consumer satisfaction online (Saha et al., 2020). And the website’s design and
interface have a positive relationship with customer satisfaction (Hidayat et al., 2016).
In the context of online food delivery services in Bangladesh, there is a huge demand
for online food delivery services in the country. However, the market is still narrow,
considering the current demand. Being an underdeveloped country, Bangladesh has a large
number of people who have recently started using smartphones. It is difficult for new
smartphone users to use online food delivery service platforms that are not so user-friendly.
Consequently, many potential online food delivery service users gave up using the platforms
because of the complexity of using the apps or websites. Hence, it is necessary to recognize
the influence of appropriate website layouts and navigation arrangement features (Spiller and
Lohse, 1998), specially in the context of online food delivery services in Bangladesh.
Therefore, the aforementioned points can imply that ease of use has a connection with
consumers’ attitudes towards using the online food delivery service in Bangladesh.
H1(a). Ease-of-use positively influences consumers’ attitudes toward using online food
delivery services in Bangladesh.

The Moderating Role of The Online Shopping Experience on The Relationship Between
Ease-Of-Use and Consumers’ Attitudes Toward Using the Online Food Delivery
Services in Bangladesh
Considering online food delivery services, ease of use is one of the essential criteria
for the customers because a poorly designed website or application may lead customers to
avoid using the service. According to Ray et al. (2019), ease-of-use in online food delivery

17

applications refers to the comfort of placing an order online, the ease of tracking the order, or
the convenience of looking for foods or restaurants online while using the service's web
platform or application. With the growth of online businesses, there are now many online
food delivery services in Bangladesh. The online food delivery service benefits some
customers who find it challenging to prepare food for themselves. Thus, the online food
delivery service industry attracts new users every day. However, new users face difficulties
interacting with platforms or websites that are not user-friendly and cannot deliver accurate
product information to the new user. Past studies showed that the online shopping experience
positively impacts consumers' attitudes towards a purchase (Zhou et al., 2007). Customers
with more online shopping experience usually need less effort in using online food delivery
services because of their previous positive experiences using the platforms. Noticeably,
customers with more online shopping experience have more positive attitudes towards using
the online food delivery service platforms.
One study presented that the online shopping experience positively connects with
consumers' satisfaction (Khalifa and Liu., 2007), whereas customer satisfaction impacts
customers' attitude to repurchase (Pappas et al., 2014). On the other hand, new users
typically take more time to finish the order because they require an understanding of the
ordering process, deals, and offers, which may lead to different behavior. According to
Saprikis et al. (2010), experienced and non-experienced customers have different views
towards online shopping. Furthermore, the quality of information and user interface also
affect consumers' purchasing behavior and satisfaction (DeLone and McLean, 1992). Thus,
the online shopping experience moderates the relationship between ease of use and attitudes
toward using online food delivery services in Bangladesh. So, it is crucial to have the online

18

food delivery service application as user-friendly as possible to grow the customers' interest.
For instance, if the online food delivery service platforms are not user-friendly or the
interface lacks user-friendliness, customers may avoid the service or not use the platforms.
Therefore, it can be stated that the relationship between ease of use and consumers' attitudes
toward online food delivery services will be stronger among consumers with a more online
shopping experience in Bangladesh. Hence, we can propose that the strength of the
relationship between ease of use and attitudes toward using online food delivery services
differs between high and low online shopping experienced consumers in Bangladesh.
H1(b). Online shopping experience moderates the relationship between ease of use and
customers’ attitudes toward using online food delivery services in Bangladesh.

Relationship Between Various Food Choices and Consumers’ Attitudes Toward Using
Online Food Delivery Services in Bangladesh
According to He et al. (2019), online food delivery services benefit consumers by
giving them various food choices. Various food choice options on online food delivery
services create value for the customer. It allows the users to choose the best cuisine
according to their demands (Troise et al., 2021). For instance, when any customer physically
visits any restaurant for dinner or lunch, it is only possible to order from that restaurant's
menu. In contrast, online food delivery service allows you to choose items from various
restaurant menus. One study showed that various food choices have a positive relationship
with customers' perceived value, increasing the perceived value to the users of online food
delivery services (Cho et al., 2019). At the same time, Nasution and Mavondo (2008)

19

indicated that perceived value is essential in influencing the user's attitude towards a certain
act.
In the context of the online food delivery services industry in Bangladesh, customers
can purchase from multiple restaurant menus and enjoy diversification in their meals. This is
how online food delivery services create value for the customer, as the customers can enjoy
various categories of foods and several restaurants' food menus. The general people are
typically price-sensitive in Bangladesh, leading consumers to search for value-added
services. According to Umashankar, Bhagwat, and Kumar (2016), consumers will have less
price sensitivity toward better or unique services. Therefore, the demand for online food
delivery services proliferates in Bangladesh as it provides value for money to the customers.
Moreover, Bangladeshi people are developing a more variety-seeking attitude, and
consequently, different types of Indian, Japanese, and Chinese restaurants are widespread in
Dhaka city. Meanwhile, the online food delivery service industry facilitated the trend of a
variety-seeking attitude and thus created a unique value for consumers. One study explains
that the variety in the menu can increase the consumer's positive response to any online shop
(Fiore and Jin, 2003). Previous studies also revealed that various food choices in online food
delivery services have a positive association with perceived usefulness (Troise et al., 2021).
In his doctoral thesis paper, Davis (1995) showed that, according to the TAM theory, the
perceived usefulness of technological innovations has a positive relationship with the attitude
toward using an online service. Hence, If we look at the industry growth trend of the online
food delivery service in Bangladesh, we can see rapid market growth in terms of market
share. Consumers are showing a positive attitude toward spending more on online food
delivery services. In one research, Khalifa and Liy (2007) presented that the online shopping

20

experience positively connects to consumer satisfaction. Whereas online shopping
experience positively influences consumers' purchasing intention (Saha et al., 2020).
Therefore, the above point depicts that various food choices have perceived usefulness to the
consumer. Whereas perceived usefulness influences the consumers' attitude toward using
online food delivery services, this paper proposes the following hypothesis.
H2(a). Various food choices positively influence consumers' attitudes toward using online
food delivery services in Bangladesh.

The Moderating Role of The Online Shopping Experience on The Relationship Between
Various Food Choices and Consumers’ Attitudes Toward Using Online Food Delivery
Services in Bangladesh
The ability to choose foods from a variety of options is known as various food
choices; it relates to the variety-seeking behavior of the consumer. Consumers sometimes
prefer to order different types of food or cuisines or various food options rather than the same
food (Koster et al., 2003). This type of behavior is considered variety-seeking behavior,
where the customer searches for alternatives to find better deals or services. The customer
may look for alternatives in online food delivery services to explore various food items and
compare prices and deals. In Bangladesh, it is noticeable that people are becoming more
open to variety. As a result, diverse Indian, Japanese, and Chinese restaurants are becoming
increasingly prominent in Dhaka. And customers with a variety-seeking mindset benefited
from the online food delivery service.

21

According to Troise et al. (2021), various food choices in online food delivery services have
a positive association with perceived usefulness, and perceived usefulness influences
consumers' attitudes toward using an online service (Davis, 1995). However, customers with
online shopping experiences seem to associate more positively with the attitudes toward
using online food delivery services. More online shopping experience leads to a better
understanding of the usefulness of online food delivery services. According to Shim et al.
(2001), the online purchase experience encourages consumers to use the internet more
frequently for shopping purposes. As a result, experienced customers seem more interested in
using online food delivery services in Bangladesh.
As the online food delivery service industry is relatively new in Bangladesh, many
people are not used to ordering food online in Bangladesh. According to Hofstede's Cultural
Dimensions Theory, the uncertainty avoidance rate is 60, which is relatively high in
Bangladesh. A high score in uncertainty avoidance rate means customers within the country
try to reduce the uncertain circumstances and want to take less risk (Hofstede et al., 2010).
Therefore, people with no online shopping experience have ambivalent views on
Bangladesh's online food delivery services, and numerous people are unaware of the benefits
of having various food choice facilities. Experienced customers show more interest in online
food delivery services as they provide value by offering unique attributes that fulfill
customers' variety-seeking behavior. As a result, it increases customer satisfaction among
experienced customers. According to Lee et al. (2009), customer satisfaction makes
customers repurchase again. A previous study also showed that the online shopping
experience positively influences consumers' purchasing intention. (Saha et al., 2020).

22

Therefore, experienced customers are willing to pay extra for better service that
provides perceived benefits (Bolton and Drew, 1991). From the above points, the study
proposes that the relationship between various food choices and consumers' attitudes towards
online food delivery services will be stronger with a higher level of online shopping
experience.
H2(b). Online shopping experience positively moderates the relationship between various
food choices and consumers' attitudes toward using online food delivery services in
Bangladesh.

Relationship Between Time-Saving Orientation and Consumers’ Attitudes Toward
Using Online Food Delivery Services in Bangladesh
Along with the developed countries, the area of online marketing is rapidly growing
in other developing countries like Bangladesh (Robenhagen et al., 2014). Even though this
online market has existed in Bangladesh for a long time, recently, it started to expand rapidly
due to the growing demand of consumers (Rahman, 2015). One of the main reasons for such
increasing demand is time-saving orientation. Nowadays, consumers focus more on timesaving factors as it allows them to utilize their time (Daud and Min Yoong, 2019). Timesaving orientation is one of the most influential factors that encourage consumers to adapt to
technologically advanced services (Meuter et al., 2003). Technology can greatly influence
the consumers' attitude toward using any service by providing them control, convenience,
and usefulness. Such a technology-based self-service is an online food delivery service that
helps consumers order their desired food from any place within a limited time.

23

Consumers choose online purchases as it allows them to get the delivery within the
shortest possible time with minimum effort (Yeo et al., 2017). It allows the consumers to use
their time in an effective and efficient manner. Online food delivery services ensure
consumers get their food without traveling to the restaurant or waiting in a queue. One can
use this time to do their regular or important tasks. Time-saving orientation positively
encourages consumers' online purchase intentions (Khalil, 2014), which helps working-class
consumers prioritize their work and use the saved time on top-priority work.
Consumers believe that using online food delivery services can give them the
opportunity to invest their time in a productive activity, which can positively influence their
work performance (Daud and Min Yoong, 2019). So, It implies that a time-saving orientation
provides individuals with perceived usefulness. Moreover, Renny et al. (2013), addressed
time-saving orientation as one of the measuring factors of perceived usefulness. So, timesaving orientation can be addressed as a kind of perceived usefulness. Furthermore,
according to the TAM theory of Davis (1989), perceived usefulness influences the attitude
towards online food delivery services. This indicates that time-saving orientation influences
the consumers' attitude towards online food delivery services in Bangladesh.
H3(a). Time-saving orientation positively influences consumers’ attitudes toward using
online food delivery services in Bangladesh.

The Moderating Role of The Online Shopping Experience on The Relationship Between
Time-Saving Orientation and Consumers’ Attitudes Toward Using Online Food
Delivery Services in Bangladesh

24

For many users who are not very familiar with online food delivery services, it is
considered to be a risky decision to use online delivery services due to the unfamiliarity and
ambiguity of a new system (Hansen, Jensen and Solgaard, 2004). However, once they make
their first purchase, it reduces their concerns and makes them familiar with the system, and
the more they use it, the more convenient it becomes for them to purchase from online food
delivery services. The more familiar the process is, the easier it is to operate; hence, it will
also improve the purchase experience (Chiu et al., 2014). Online purchase experience
influences consumers to use the internet more frequently for shopping purposes (Shim et al.,
2001) by reducing security concerns and helping them rely entirely on the source to get their
desired products with customization (Yang and Jun, 2002). According to data provided by
BTRC (2020), Bangladesh is seeing rapid growth in the number of internet users, and it has
now doubled compared to the last five years. This implies that Bangladeshi consumers are
becoming more comfortable with exploring and experiencing online services.
When there are fewer concerns and consumers are more confident, it increases online
purchase intention (Park and Stoel, 2005). The online purchase experience boosts customers'
confidence by lessening the ambiguity of the whole process and positively influences the
perceived usefulness by proving ease of use (Yeo et al., 2017). Past experience will help
overcome perceived risk (Mourali et al., 2005) and influence consumers' attitudes by
providing a sense of perceived usefulness, like time-saving orientation.
Consumers who don't or have little experience with it might find the system complex,
and thus, it can make the process time-consuming. And it will negatively affect their attitude
towards using online food delivery services. However, Customers who previously had
experienced online food delivery services will be more comfortable making further

25

purchases. Consumers with past online purchase experiences will be familiar with the
technology and the interface (Yeo et al., 2017). Thus, it will be easier and more convenient
for them to operate and place the order online.
Moreover, online food delivery services are considered to be the preferable option for
consumers for its time-saving orientation. One can avoid the time needed to move from their
location to the restaurant and come back to their location with their food. The past experience
makes the ordering process time efficient and easy to use. Consumers with good income but
short time are more likely to choose online food delivery services (Punj, 2012). It helps them
to reduce the opportunity cost and utilize their time efficiently. According to Wu et
al. (2007), past online purchase experience determines the attitude toward future purchase
decisions.
H3 (b). Online shopping experience moderates the relationship between time-saving
orientation and consumers’ attitudes toward using online food delivery services in
Bangladesh.

26

Figure 1. Theoretical Framework
Online Shopping
Experience

H1 (b)

Ease of Use

H1 (a)

Attitudes Toward Using
H2 (b)

Various Food
Choice

Services
H3 (b)

Time-Saving
Orientation

Online Food Delivery

H2 (a)

H3 (a)

27

Overall Hypotheses
H1(a). Ease-of-use positively influences consumers' attitudes toward using online food
delivery services in Bangladesh.
H1(b). Online shopping experience positively moderates the relationship between ease of use
and customers' attitudes toward using online food delivery services in Bangladesh.
H2(a). Various food choices positively influence consumers' attitudes toward using online
food delivery services in Bangladesh.
H2(b). Online shopping experience positively moderates the relationship between various
food choices and consumers' attitudes toward using online food delivery services in
Bangladesh.
H3(a). Time-saving orientation positively influences consumers' attitudes toward online food
delivery services in Bangladesh.
H3(b). Online shopping experience positively moderates the relationship between timesaving orientation and consumers' attitudes toward using online food delivery services in
Bangladesh.

28

Chapter 4. Methodology and Measurement

Questionnaire Development
To conduct the research, 19 question items are organized into part 1 and part 2. The
first categorizes the demographic part with four questions, including age, education level,
occupation, and income level as a controlled variable. These demographic parts will act as a
controlled variable and help to find out the research question of whether these controlled
variables impact the dependent variable, which is attitudes toward using online food delivery
services. This demographic information will help the researcher understand the online
shopping traits among individuals from different age groups, income levels, and occupations.
It will contribute to the analysis of any impact of consumers' education level, age,
occupation, and income level on their attitude toward online shopping intentions. Therefore,
it will help the researcher to evaluate the controlled variables in an individual's decisionmaking process while shopping online. Furthermore, this will create the scope of further
research and determine the interrelation between the other factors.
The second part is comprised of 15 items which measure the independent variables
(Ease-of-Use, Various Food Choice, and Time Saving Orientation) and, the dependent
variable (Attitudes Toward Using Online Food Delivery Services), and the moderator
variable (Online Shopping Experience), which is an open-ended question.

29

Part 1. Demographic Section
Age: Respondents ‘Age’ will help the research to know if it has any certain effect on the
independent variables
Education Level: Respondents ‘Education Level’ will help the research to know if it has any
influence on the convenience factors or the independent variables.
Occupation: Respondents ‘Occupation’ will help the researcher know if it relates to
independent variables.
Income Level: Respondents ‘Income Level’ will help the researcher know if it relates to the
convenience factors or the independent variables.

Part 2. Independent Variables, Moderator Variables, and Dependent Variable
A three-item scale was adapted from Cho, Bonn and Li., (2019) research to measure
the dependent variable (Attitudes Toward Using Online Food Delivery Services). To
measure the independent variable, Ease of Use, a four-item scale was adapted from
Venkatesh and Davis., (2000). A three-item scale was adapted from Cho et al. (2019) to
measure the Various Food Choice. Finally, a four-item scale was adapted from Yeo, Goh and
Rezaei., (2017) to measure the Time Saving Orientation. All the items of the dependent
variable (Attitudes Toward Using Online Food Delivery Services) and independent variables
(Ease-of-Use, Various Food Choice, and Time Saving Orientation) will be on a singular
linear continuum through the 5-point Likert-scale (1-Strongly disagree; 2-Disagree; 3Neither agree nor disagree; 4-Agree; 5-Strongly agree). On the other hand, the moderator

30

variable, Online Shopping Experience, was adapted from Chiu et al., (2009), which is an
open-ended question.

Part 2(a). Dependent Variables
Attitudes Toward Using Online Food Delivery Services
AODS1: Using the online food delivery service is useful.
AODS2: I am strongly in favor of ordering food through online food delivery services.
AODS3: I desire to use the online food delivery service when I purchase food.

Part 2(b). Independent Variables
Ease of Use
EU1: My interaction with the online food delivery system is clear and understandable.
EU2: Interacting with the online food delivery system does not require a lot of my mental
effort.
EU3: I find the online food delivery system to be easy to use.
EU4: I find it easy to get the online food delivery to do what I want to do.

Various Food Choice
VFC1: The food delivery app offers a variety of restaurant choices.
VFC2: The food delivery app offers a variety of food choices.

31

VFC3: I can order food with a wide range of prices through the food delivery service.

Time-Saving Orientation
TSO1: I believe that using online food delivery services are very useful in the purchasing
process.
TSO2: I believe that using online food delivery services helps me accomplish things more
quickly in the purchasing process.
TSO3: I believe that I can save time by using online food delivery services in the purchasing
process.
TSO4: It is important for me that purchase of food is done as quickly as possible using
online food delivery services.

Part 2(c). Moderator
Online Shopping Experience
OSE1: How many times (approximately) have you purchased foods from an online food
delivery service in the past month?

32

Research Design
The ordinal regression method will be applied to assesses the association between the
dependent variable (Attitudes Toward Using Online Food Delivery Services) and the
independent variables (Ease-of-Use, Various Food Choice, and Time Saving Orientation. For
the next step, the extended version of the proposed hypotheses will be tested, which is related
to the moderating variable (Online shopping experience). This step will aim to determine the
effect of the online shopping experience levels (high and low) between the independent
variables and dependent variables. More specifically, customers with high online shopping
experience will be categorized by frequent user or who engages in more online food delivery
services. On the other side, the low online shopping experience will be categorized by the
customers who are irregular users when it comes to online shopping. The level of online
shopping experience will be determined after the data collection process, whereas the sample
size would be 180 participants. Data visualization and scatterplot will be used to assess the
level of customers’ online shopping experience using the SPSS software. Calculating the
mean value will help to provide a range to categorize high and low online shopping
experience customers for this study on online food delivery services. The data may not be
normally distributed. Therefore, the ordinal regression method will be used to analyze the
data. The dependent variable for attitudes toward using online food delivery services and
three independent variables will be measured on a singular linear continuum through the 5point Likert scale (1-Strongly disagree; 2-Disagree; 3-Neither agree nor disagree; 4-Agree;
5-Strongly agree). On the other hand, the moderator variable (Online Shopping Experience)
is an open-ended question. The open-ended question will be numerical, which will help
categorize the data based on high-low online shopping experienced customers.

33

Therefore, in the initial step of the research, the primary hypotheses will be tested,
including H1(a), H2(a), and H3(a). The extended version of the proposed hypotheses will be
tested in the second stage, including H1(b), H2(b), and H3(b), which is related to the
moderating variable (Online shopping experience). The effects will be discussed further in
the result and discussion part of the paper.

Justification of the Ordinal Regression Method
The ordinary regression model is a statistical method used to assess the response of
the outcome variable with a series of independent variables. According to Norris et al (2006),
the ordinal regression model gives better parameter estimates and narrows the confidence
interval size. The ordinal regression process is one of the most used approaches for research
purposes due to its convenience in the data collection and categorization process. After the
categorization and data collection process, the data of the whole survey will be summarized
by comparing it with selected variables (Stanley, 2021). It is a modern method that
eliminates the need to assign numbered scores to the rank scales (Scott et al., 1997).
Moreover, the ordinal regression model fits well with only one dependent variable. In the
ordinal regression model, the data collection process and data categorization are very
straightforward (Stanley, 2021), which is a great advantage in interpreting the data.
Along with the advantages, there are some drawbacks to this model. In many cases,
the responses are generalized, which creates unconsidered biases in the survey (Stanley,
2021). For Instance, when asked about their satisfaction level, participants might respond
negatively due to any recent incident despite being satisfied with their job, and the statistics

34

won't consider that (Stanley, 2021). However, due to the selection of questions, there will be
no such risk in using the Ordinal regression model for this study.

Operationalization
Data will be collected from 180 Bangladeshi participants through a set of
questionnaires to analyze the consumers' attitudes regarding online food delivery services.
Except for the demographic questions and the moderating variable (online shopping
experience), the questionnaire will contain a five-point Likert scale. To collect the data, the
researcher will follow the snowball approach, where one participant assists in the data
collection process by reaching out to other participants (Horse, 2016). Following this
approach will allow the researcher to get data from consumers with different levels of the
online shopping experience, and it will also boost the speed of the data collection process
(Patterson et al., 2014). Initially, the researcher will recruit 30 participants from friends and
family. A total of 180 responses will be collected from Bangladeshi participants and among
the 30 participants recruited by the researcher, 15 participants will have medium to high
levels of the online shopping experience, and the other 15 will have a low level of online
shopping experience. The participants will be required to share the questionnaire with
another three individuals with the same online shopping experience level as them.
The survey questionnaire will contain an informed consent letter where the
participants can find relevant information about the research, instructions, privacy concerns,
data confidentiality, and attached terms and conditions. The terms and conditions will be set
based on the suggestion of the Research Ethics Board of the University of Northern British
Colombia, and the participants can proceed to the actual questions only after accepting them.
35

However, the consent form will also contain the researchers' contact details so that the
participants can communicate to know about the further research findings. The questionnaire
form will be managed through SurveyMonkey.

Chapter 5. Results and Analysis
Data analysis and interpretation have been done using the IBM SPSS Statistics
software with the 29.0.0.0 version. At first, this research performed a reliability analysis to
see if the scales were internally consistent and reliable or not. After that, this chapter showed
the normality test, ran the ordinal regression, and summarized the interpretation of the result.
The following table represents the demographic variables like age, education level,
occupation, and yearly income.

36

Table 1. Demographic Variable Analysis
Variables

Age

Education Level

Yearly Income
(BDT)

Current
Occupation

Frequency

Percent

18-25

55

30.6

26-40

70

38.9

41-60

43

23.9

60-100

12

6.7

Graduate

91

50.6

Postgraduate

43

23.9

Primary

1

0.6

Secondary

45

25.0

2,50,001 - 4,00,000

42

23.3

4,00,001 - 6,00,000

65

36.1

Less than 2,50,000

44

24.4

More than 6,00,001

29

16.1

Business

52

28.9

Service Holder

68

37.8

Service Holder,
Business

7

3.9

Student

29

16.1

Student, Business

3

1.7

Student, Service Holder

10

5.6

Student, Unemployed

3

1.7

Unemployed

8

4.4

(Note: Total 180 survey participants)

These continuous variables give an idea about the sample size and population. By
analyzing the demographical information, it can be seen that around 69.5 percent of the total
sample size belongs to the age group of 18 - 40, implying that the received data mostly
emphasizes the younger age group's behavior towards online food delivery services. Among
them, it is noticeable that 38.9 percent of the whole sample size falls under the age group of
37

26-40, whereas most online food delivery service users are graduates. Most of the population
have higher degree levels, and only 0.6 percent of the total sample size have only primary
education. This indicates that the outcome of this research describes the attitude of a highly
educated population towards online food delivery services. On the other hand, 37.8 percent
of the population is doing a job, whereas 4.4 percent of the population seems to be
unemployed. Most of the participants are service holders or businesspeople (70.6%). Around
36.1 percent of the total participants' yearly income is BDT 4,00,00 – BDT 6,00,000. The
rest of the participants belong to the other income groups.

Reliability Analysis
This research tested the correlation among all the items within the scales, and it was
found that all the items are positively correlated and internally consistent. Besides, the
following table represents the Cronbach’s Alpha of all the items under the scales of Ease of
Use (EU), Various Food Choice (VFC), Time Saving Orientation (TMO), and Attitude
Towards Online Food Delivery Services (AODS).
Table 2. Cronbach’s Alpha Scores
Scales

Cronbach's
Alpha

Number of Items

Ease of Use

0.807

4

Various Food Choice

0.804

3

Time-Saving Orientation

0.82

4

Attitude Towards Online
Food Delivery Services

0.860

3

38

Cronbach's alpha can determine internal consistency, whereas the acceptable
Cronbach's alpha values are between 0.6 and 0.8. In this study, all the Cronbach's alpha
scores ranged from above 0.8 (0.804 to 0.86), which indicates that all the scales are internally
consistent and reliable.
After the reliability analysis, the study performed the normality test to see whether
the data was normally distributed. Table 2 represents the test of normality with both
Kolmogorov-Smirnov and Shapiro-Wilk approaches.

Table 3. Test of Normality
Kolmogorov-Smirnova

Shapiro-Wilk

Statistic

df

Sig.

Statistic

df

Sig.

EU

.172

180

<.001***

.948

180

<.001***

VFC

.189

180

<.001***

.933

180

<.001***

TSO

.177

180

<.001***

.925

180

<.001***

AODS

.216

180

<.001***

.909

180

<.001***

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

All three independent variables, which are Ease of Use (EU), Various Food Choice
(VFC), and Time Saving Orientation (TSO), are statistically significant (P < 0.01).
Therefore, the data is not normally distributed. It is also noticeable that the dependent
variable, which is Attitude Towards Online Food Delivery Services (AODS), is also
statistically significant (P < 0.01), which implies that the data is not normally distributed.

39

Moreover, this research double-checked the normality test after doing the log
transformation. Table 3 represents the tests of normality with the Log Transformation.

Table 4. Tests of Normality with the Log Transformation

Kolmogorov-Smirnova

Shapiro-Wilk

Statistic

df

Sig.

Statistic

df

Sig.

log_EU

.199

180

<.001***

.902

180

<.001***

log_VFC

.212

180

<.001***

.879

180

<.001***

log_TSO

.182

180

<.001***

.878

180

<.001***

log_AODS

.239

180

<.001***

.853

180

<.001***

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

Before performing the analysis, this research has done the tests of normality after
transforming the log. Here, it is also noticeable that the data is not normally distributed as all
three independent variables, which are Ease of Use (EU), Various Food Choice (VFC), and
Time Saving Orientation (TSO), are statistically significant (P < 0.01). The dependent
variable, which is Attitude Towards Online Food Delivery Services (AODS), is also
statistically significant (P < 0.01). Therefore, this research is suited for ordinal regression,
and further analysis has been done using the ordinal regression method.

40

Table 5. H1(a) Result
Model Fitting Significance Level

< 0.001***

Pearson's Goodness-of-Fit

1.000

Deviance's Goodness-of-Fit

1.000

Pseudo R square (McFadden)

0.348

Significance Level of Parallel Line Test

0.224

Estimate of Ease of Use

2.07

Significance Level of Ease of Use

< 0.01**

Exp (β)

7.92

Spearman’s rho Correlation co-efficient for Ease of Use and Attitude towards
Online Food Delivery Services

0.784

Significance level of Correlation coefficient

< 0.001***

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

This study tested Goodness-of-Fit to check whether the observed data on the variable
ease of use and consumers’ attitudes toward using online food delivery services are adequate
or not to explain the model. The model fitting information shows that this model is
significant, as the significance value is <0.001, which is less than 0.05. This implies that the
data is significantly fit for the model. On the other hand, both Pearson’s and Deviance's
Goodness-of-Fit values are greater than 0.05, which means both are insignificant. Therefore,
the Goodness-of-Fit test shows that the data set fits the hypothesis perfectly.

41

From the McFadden value, it can be observed that there has been a 34.8%
improvement in the prediction of the attitude toward online food delivery services due to the
presence of ease of use. A test of parallel lines was also performed to check the assumption
of the proportional odds. Here, the significance level is 0.224, which is greater than 0.05 and
insignificant. So, we accept the null hypothesis. In this case, accepting the null hypothesis
implies that the distribution of ease of use (location parameter) over consumers’ attitudes
toward using online food delivery services (response category) is uniform. Thus, it satisfies
the hypothesis.
The parameter Estimate of ease of use is positive, and the value is 2.07, which
indicates that when a consumer’s ease of use increases, it also increases the consumers’
attitudes toward using online food delivery services. Here, the model is significant as the
significance level of ease of use is less than 0.05. This means ease of use has a significant
impact on consumers ’attitudes toward using online deliver services. The Odds ratio of Ease
of Use is 7.92, which is greater than 1, which indicates that the odds of increasing
consumers’ Attitudes towards Online Delivery Services increase by a factor of 7.92 with a
unit change in their Ease of Use.
As the Spearman correlation assesses the relation between ordinal data sets (A
comparison of the Pearson and Spearman correlation methods, 2023), for this research, the
Spearman correlation is used to explain the relation between Ease of Use and Attitude
towards Online Delivery Services. The correlation coefficient of Ease of Use and Attitude
towards Online Delivery Services is 0.784, and it is positive. That indicates that respondents’
Ease of Use and Attitude toward Online Delivery Services are positively correlated. The
significance level of this correlation is significant (P < 0.001) at 0.05 level. Even with a 0.01

42

confidence level, the correlation is significant. Thus, the correlation coefficient shows a
strongly positive and significant correlation among these variables. Therefore, the study
accepts the following hypothesis: Ease-of-use positively influences consumers' attitudes
toward using online food delivery services in Bangladesh. Because an increase in consumer’s
Ease of use will positively influence their attitudes toward using online food delivery
services.
Table 6. H1(b) Result
Model Fitting Significance Level

<0.01**

Pearson's Goodness of Fit

1

Deviance's Goodness of Fit

1

Significance Level of Ease of Use

<0.01**

Estimates of Ease of Use

3.29

Estimate of High Online Shopping Experience

1.43

Significance Level of High Online Shopping

<0.01**

Experience
Significance of Test of Parallel Lines

0.949

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

This model is significant, as shown by the model fitting information, where the
significance value is less than 0.05. This suggests that the data and the model are
significantly well-fit. The Pearson's and Deviance's Goodness-of-Fit values, on the other

43

hand, are both more than 0.05, indicating that they are both insignificant and therefore, the
data set completely supports the hypothesis, according to the Goodness-of-Fit test.
Moreover, the significance level of the independent variable (ease of use) and
moderating variable (high online shopping experience) are both significant (P < 0.01). The
ease of use significantly positively predicts the consumers’ attitudes toward using online
food delivery services. For ease of use, there is a predicted increase of 3.29 in the log odds of
being at a higher level on consumers’ attitudes toward online food delivery services. And,
high online shopping experience has a positive predictor on the attitude towards online food
delivery services. There is a predicted rise of 1.43 in the log odds of being at a higher level
on consumers’ attitude towards online food delivery services.
Therefore, this study accepts hypothesis H1(b) because the table above represents that
the online shopping experience positively moderates the relationship between ease of use and
customers' attitudes toward using online food delivery services in Bangladesh.

44

Table 7. H2(a) Result
Model Fitting Significance Level

< 0.001***

Pearson's Goodness-of-Fit

1

Deviance's Goodness-of-Fit

1

Pseudo R square (McFadden)

0.348

Significance Level of Parallel Line Test

0.224

Estimate of Various Food Choices

0.616

Significance Level of Various Food Choices

0.012**

Exp (β)

1.85

Spearman’s rho Correlation coefficient for Various Food Choices and
0.618
Attitudes toward Online Food Delivery Services
Significance level of Correlation coefficient

< 0.001***

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

The Goodness-of-Fit test was carried out in SPSS to determine whether or not the
observed data of Various Food Choices and Attitudes toward Online Delivery Services are
sufficient to explain the model. Given that this model's significance value is less than 0.05,
model fitting data indicates that it is significant. This suggests that the data and the model are
significantly well-fit. It is found that both the Pearson's and Deviance's Goodness-of-Fit
values are insignificant. Thus, according to the Goodness-of-Fit test, the data set completely
supports the hypothesis.

45

The McFadden value indicates a 34.8% improvement in the prediction of Attitudes
toward Online Food Delivery Services due to the existence of Various Food Choices. The
assumption of proportional odds was tested using the Parallel Lines method. The significance
level in this case is 0.224, which is greater than 0.05 and insignificant. We so agree with the
null hypothesis. Accepting the null hypothesis in this situation indicates that the distribution
of Various Food Choices (location parameter) and Attitude Toward Online Food Delivery
Services (Response category) is identical. As a result, the hypothesis is satisfied by the
parallel lines test.
The Parameter Estimate of Various Food Choices is positive, and the value is 0.616,
which indicates when a consumer's Various Food Choices 0.616 increases, it also increases
their Attitude toward Online Delivery Services. Here, the model is significant as the
significance level of Various Food Choices is less than 0.05. This means Various Food
Choices significantly impact Attitudes towards Online Delivery Services.
The Odds ratio (β) of Various Food Choices is 1.85, which is greater than 1, and that
indicates that the odds of increasing consumer's attitudes toward online food delivery
services increase by a factor of 1.85 with a unit change in their Various Food Choices. As the
Spearman correlation assesses the relation between ordinal data sets (A comparison of the
Pearson and Spearman correlation methods, 2023), for this research, the Spearman
correlation is used to explain the relationship between Various Food Choices and Attitudes
towards Online Delivery Services. The correlation coefficient of Various Food Choices and
Attitudes towards Online Delivery Services is 0.616, and it is positive. That indicates that
respondents' Various Food Choices and Attitudes toward Online Delivery Services are
positively correlated. The significance level of this correlation is significant (P < 0.012) at

46

0.05 level. Even in a 0.01 confidence level, the correlation is significant. Thus, the
correlation coefficient shows a strongly positive and significant correlation among these
variables. Therefore, this study accepts the hypothesis H2(a) because the analysis represents
that an increase in consumer's Various Food Choices will positively influence their attitudes
toward using online food delivery services in Bangladesh.

Table 8. H2(b) Result
Model Fitting Significance Level

<0.01**

Pearson's Goodness of Fit

1

Deviance's Goodness of Fit

1

Significance Level of Various Food Choice

<0.01**

Estimates of Various Food Choice

1.39

Estimate of High Online Shopping Experience

2.02

Significance Level of High Online Shopping

<0.01**

Experience
Significance of Test of Parallel Lines

0.959

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

This model is significant, as shown by the model fitting information, where the
significance value is less than 0.05. This suggests that the data and the model are
significantly well-fit. The Pearson's and Deviance's Goodness-of-Fit values, on the other

47

hand, are both more than 0.05, indicating that they are both insignificant, and therefore, the
data set completely supports the hypothesis, according to the Goodness-of-Fit test.
Moreover, the significance level of the independent variable (Various Food Choice)
and moderating variable (High Online Shopping Experience) are both significant (P < 0.01).
The Ease of Use has a significant positive predictor on the Attitude Towards Online Food
Delivery Services. For the independent variable, Various Food Choice, there is a predicted
increase of 1.39 in the log odds of being at a higher level on Attitude Towards Online Food
Delivery Services. And, High Online Shopping Experience has a positive predictor on the
Attitude Towards Online Food Delivery Services. There is a predicted rise of 2.02 in the log
odds of being at a higher level on Attitude Towards Online Food Delivery Services.
Therefore, this study accepts the hypothesis H2(b) because the table above represents
that the online shopping experience positively moderates the relationship between various
food choices and consumers' attitudes toward using online food delivery services in
Bangladesh.

48

Table 9. H3(a) Result
Model Fitting Significance Level

< 0.001***

Pearson's Goodness-of-Fit

1

Deviance's Goodness-of-Fit

1

Pseudo R square (McFadden)

0.348

Significance Level of Parallel Line Test

0.224

Estimate of Time-Saving Orientation

2.953

Significance Level of Time-Saving Orientation

<0.001***

Exp (β)

19.163

Spearman’s rho Correlation coefficient for Time Saving Orientation and
0.828
Attitude toward Online Food Delivery Services
Significance level of Correlation coefficient

<0.001***

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

In SPSS, a goodness-of-fit test was conducted to determine whether or not the timesaving orientation and attitudes toward using online food delivery services were appropriate
to describe the model. Given that this model's significance value is less than 0.05 and is less
than 0.001, model fitting data indicates that it is significant. This suggests that the data and
the model are significantly well-fit. The Goodness-of-Fit results for Pearson and Deviance,
on the other hand, are both greater than 0.05, indicating that neither is significant. The data
set completely supports the hypothesis, according to the Goodness-of-Fit test.

49

The McFadden value shows that the presence of the variable has improved the
prediction of the Attitude toward Online Food Delivery Services by 34.8%. The Parameter
Estimate of Time Saving Orientation is positive, and the value is 2.953, which indicates
when a consumer's Time Saving Orientation of 2.953 increases, it also increases their attitude
toward online food delivery services. Here, the model is significant as the significance level
of Time Saving Orientation is less than 0.05. Which means time saving orientation has a
significant impact on attitude towards online food delivery services.
The Odds ratio (β) of Time Saving Orientation is 19.16, which is greater than 1, and
that indicates that the odds of increasing consumers' attitude toward online delivery services
increase by a factor of 19.16 with a unit change in their time-saving orientation. It is
important to consider the significance level even if the odds ratio is highly positive
(Szumilas, 2010), and here, the significance level is less than 0.05, which indicates that the
model is significant.
For this research, the Spearman correlation is used to explain the relationship
between time-saving orientation and attitude toward online delivery services. The correlation
coefficient of Time Saving Orientation and Attitude towards Online Delivery Services is
0.828, and it is positive. That indicates that respondents' time-saving orientation and attitude
toward online delivery services are positively correlated. The significance level of this
correlation is significant (P < 0.001) at 0.05 level. Thus, the correlation coefficient shows a
strongly positive and significant correlation among these variables. An increase in
consumers' time-saving orientation will positively influence their attitude towards online
delivery services.

50

Hence, this study accepts the hypothesis H3(a), which is, that time-saving orientation
positively influences consumers' attitudes toward using online food delivery services in
Bangladesh.

Table 10. H3(b) Result
Model Fitting Significance Level

<0.01**

Pearson's Goodness of Fit

0.999

Deviance's Goodness of Fit

1

Significance Level of Time-Saving Orientation

<0.01**

Estimates of Time-Saving Orientation

4.015

Estimate of High Online Shopping Experience

0.44

Significance Level of High Online Shopping Experience

0.23

Significance of Test of Parallel Lines

0.93

(Note: *p < 0.05; **p < 0.01; ***p < 0.001)

The model fitting data, where the significance value is less than 0.05, demonstrates
the significance of this model. This implies that the model and the data are very well-fit. The
Pearson Goodness-of-Fit (0.99) and the Deviance Goodness of fit (1) both fall under
acceptance in terms of the model fitting aspect. Additionally, both the independent variable's
significance level (Time Saving Orientation) is significant as the p-value is less than 0.01,
whereas the moderating variable's significance level (High Online Shopping Experience) is
insignificant as the P value is 0.23, which is more than 0.05.

51

Therefore, this does not support the hypothesis H3(b). The table above shows that a
high online shopping experience does not positively moderate the relationship between timesaving orientation and consumers' attitudes toward using online food delivery services in
Bangladesh.

Chapter 6. Discussion and Conclusion

The research findings suggest that ease of use significantly impacts consumers'
attitudes towards online food delivery services. In this modern era, with the achievement of
technological advancement, consumers expect a smooth browsing experience. If the online
application for food delivery service has a complex interface with enormous amounts of
unnecessary information, consumers will lose interest in purchasing. Moreover, it will create
ambiguity among the consumers regarding the reliability of that service, and as a result, it
will create a negative attitude toward that platform among the consumers. According to
Ramayah and Ignatius (2005), well-designed and ad-free websites are more likely to attract
consumers towards online purchases. Online food delivery services allow consumers to
compare the prices and food from different restaurants and choose the best deal for
themselves (Yeo et al., 2017). So, online food delivery platforms should focus on improving
their services in a way that increases the Ease of Use for the users. Consumers will find it
more reliable if the application is more user-friendly, has all the necessary information, and
has a variety of convenient options.
This research also investigates the moderating impact of the online shopping
experience over the relationship between ease of use and attitude towards using online food

52

delivery services in Bangladesh. With the increasing frequency of online purchases, the
consumer experience develops, and thus, it impacts the purchase decision positively
(Mallapragada et al., 2016). Consumers with high shopping experiences are more influenced
by such characteristics and it will develop a positive attitude towards online shopping (Wu
and Tsai, 2017). When consumers find it convenient to use online food delivery platforms,
they will purchase more frequently from online food delivery services, as it creates a positive
attitude among them. According to the H1(b) findings (Table 6), this study also suggests that
there is a positive impact of online shopping experience over this relationship between ease
of use and attitude towards using online food delivery services in Bangladesh.
Besides that, this study analyzes the impact of various food choice on the attitudes
toward using online food delivery services in Bangladesh. H2(a) findings (Table 7) explain
that various food choices positively influence the consumer's attitude toward using the online
food delivery service. Bangladesh is a cross-cultural country that is also famous for its rich
food habits. Moreover, different individuals' food choices differ from each other depending
on factors like their culture, personal preferences, and social arrangements of living
(Bourdieu, 1984; Devine and Olson, 1991). So, for Bangladeshi consumers, getting a variety
of food options is crucial when it comes to purchasing food. While ordering food from online
food delivery platforms, consumers search for their favorite food and restaurant options
(Vinaik et al., 2019). According to Ballantine (2005), food menus with multiple options
within a well-designed website attract consumers and positively influence the purchase
process. So, online food delivery service providers need to focus on offering menus enriched
with various food choice options. It is also important to consider factors like the population
density of that area and specific cultural aspects of the service-providing areas while

53

introducing an online food delivery service platform to consumers. Small surveys can be
done to receive feedback regarding the service and better understand the consumers'
preferences. It is important to align with the changing trends of the market and adapt the
menu in accordance with consumers' preferences.
Moreover, this study analyzes the online shopping experience as a moderating
variable between various food choice and consumer’s attitudes toward using online food
delivery services. H2(b) results (Table 8) clarify that online shopping experience positively
moderates the relationship between various food choices and consumers' attitudes toward
using online food delivery services in Bangladesh. According to previous studies,
experienced customers are willing to pay extra for better service that provides perceived
benefits (Bolton and Drew, 1991). Here, in the Bangladeshi market, various food choice acts
as a perceived benefit to the consumer in the context of the online food delivery service
industry. Therefore, online food delivery service providers should focus on increasing the
number of restaurants by collaborating with the restaurant owners. This type of collaboration
will help to attract more customers using online food delivery services, and hence, it will
increase the attitudes or online purchases. More purchases lead to more online shopping
experience, which is a significant moderator in the online food delivery service industry
since it moderates the relationship between various food choice and attitudes toward using
online food delivery services.
Finally, this study illustrates that the time-saving orientation greatly influences
consumers' attitudes toward using online food delivery services in Bangladesh. Nowadays,
Bangladeshi consumers prefer to enjoy their food through online delivery services rather than
physically go to restaurants. There are many reasons associated with it, but the most likely

54

cause is the traffic situation on the road in Bangladesh. So the consumer prefers to place their
food through online delivery services so that they can avoid wasting hours in traffic jams.
Moreover, online food delivery services also provide the option to schedule the delivery time
so the consumer can get the food close to their preferred time. However, the online food
delivery service providers should focus on reducing the waiting time for the customers.
Reducing the waiting time can attract more people using online food delivery services, and
thus, time-saving orientation can influence the consumers' attitude toward using online food
delivery services more positively.
In contrast, the study's findings also suggest that the degree of online shopping
experience doesn't impact the relationship between individuals' time-saving orientation and
attitudes toward using online food delivery services. There can be several reasons behind it.
One of the probable reasons can be the country's current economic instability. Office
employees are one of the key users of online food delivery services due to the time-saving
orientation factor. However, the country's bad economies hurt the job market. After the postCOVID situation, there was a massive downfall in the share market, leading to
unemployment throughout the country. Companies had to lay off thousands of employees
due to financial difficulties. Therefore, online food delivery services lost many loyal
customers who got laid off. Although they might have good online shopping experiences,
sudden unemployment might negatively impact them. As many customers became
unemployed, this might be one of the key reasons for not having a positive moderating effect
on the relationship between time-saving orientation and the attitudes towards using online
food delivery services in Bangladesh. There may be other factors which can be a scope for
further research.

55

Theoretical Contribution
Consumer behavior and decision-making research help an industry to grow to its full
potential. This research plays a good role in analyzing consumer behavior on online food
delivery services. This research reflects the integration of TAM theory into the online food
delivery service industry. There has been research on TAM theory in the past, and research
on online food delivery services is demanding due to the industry's immense potential.
However, existing research lacks the integration of TAM theory on online food delivery
services. The study shows the importance of perceived ease of use and perceived usefulness
(in terms of various food choice and time-saving orientations) in the online food delivery
industry, which can open the door to further research opportunities in any e-commerce
industry. Secondly, one of the important aspects of the research is scrutinizing the effect of
the moderating variable, which is the online shopping experience. The aforementioned
literature reviews show the limited theoretical construction on the online shopping
experience of a customer, whereas this particular research analysis tells the level of impact
created by the online shopping experience. Furthermore, prior research has not looked at the
effect of online shopping experience on the relationship between the dependent variable
(attitudes toward using online food delivery services) and independent variables (ease-of-use,
a variety of food options, and time-saving orientation) in Bangladesh. Therefore, this
moderating variable can carry a substantial theoretical contribution to the online service
industry. In addition, Bangladesh has a comparatively high uncertainty avoidance rate of 60,
as per Hofstede's cultural dimensions theory. If countries having a relatively high uncertainty
avoidance rate, customers want to lessen unclear circumstances and desire to take less risk
(Hofstede et al., 2010). Therefore, in Bangladesh, people are too conscious of exploring new

56

opportunities due to the risk of having a bad experience. This study reflects the Hofstede’s
one of the cultural dimension theories, which is uncertainty avoidance. This study found that
the online shopping experience is a very important factor that positively influences
consumers' attitudes toward using online food delivery services. In general, theoretical
advancements in online food delivery services have significant implications for researchers,
decision-makers, and business professionals. They improve our understanding of this
particular industry while also offering insightful information on more general issues related
to e-commerce, service sectors, and consumer behavior in an increasingly digital world.

Managerial Implications
An industry grows when it recognizes the areas for improvement. Since the online
food delivery service industry is relatively new, the local and international vendors need to
understand the factors that affect customers' attitudes toward online food delivery services in
Bangladesh. Exploring the attitudes towards online food delivery services will help the local
industry to take effective strategies to improve the service by adding more value to the
consumers. The study will also help the industry identify how to increase customer
satisfaction through online food delivery services. Therefore, this study aims to analyze the
relationship between the perceived ease of use and perceived usefulness in terms of the
various food choices and time-saving orientation on customers' attitudes toward using online
food delivery services in Bangladesh.
This study also showed the importance of the online shopping experience, which
plays a market driver in increasing sales. That’s why online food delivery service companies
should focus on attracting more customers to increase their market share. Growth in market
57

share will create more online shopping experiences so that customers will get used to online
food delivery services. The more customers get used to the services, the more they order
food online. Consequently, companies can increase their sales and profitability. This study
will also help online food delivery companies and marketing/advertising agencies to do
better market analysis by identifying targeted audiences through proper market segmentation.
Moreover, understanding consumers' attitudes toward using online food delivery services
will assist the industry in growing and improving the service offerings according to
consumers' needs. As the industry grows, it contributes to the country's economy, businesses,
and people's quality of life. Although numerous research studies have provided information
on the online service industry, but most of the research is North American or European
market-based study. Analyzing the factors influencing consumer expenditure in Bangladesh
will help the worldwide online food delivery service industry, especially the Asian market,
take effective strategies to improve the service industry by adding more value to the
consumers. The research can reveal important information that can create a positive shopping
experience for the consumers, and the positive shopping experience can help the service
company to increase customer satisfaction. Moreover, this research shows the importance of
perceived ease of use and its impact on the attitude towards online food delivery services.
Hence, marketers can Improve the standard of website/application design to make it more
intuitive, which can increase a company's sales. A company can also utilize the data to
customize marketing initiatives, such as targeted promotions and recommendations to
increase customer engagement.
The online food delivery services field is a shining illustration of how digital
technology has changed traditional service industries. It highlights the significant influence

58

that mobile and digital platforms have on consumers' accessibility, ordering online, and
enjoying food. In conclusion, the research on the online food delivery service market offers
valuable insights into this dynamic and quickly developing industry. As technology
continues to be a major factor in the industry's expansion, this study can shed light on a
number of industry-related issues, including how they affect customers, firms, and the
overall economy.
Last but not least, Bangladesh is a densely populated country with a variety of crosscultural aspects. This study can be helpful in terms of understanding the food choices and
expectations from food delivery services of diverse customer segments in Canada. Hence, it
will guide in customizing the products and services for the Canadian market. As this study
also discusses the demographics orientation and their behavior toward online food delivery
services, it can also be used in developing marketing strategies for respective target groups
for the Canadian Market. Moreover, Bangladesh has managed to develop a modern food
delivery system despite having busy and crowded roads with complex routing. This study
may be helpful in terms of understanding the strategies and improving them within the
Canadian market. This study can be useful for the Canadian market in adopting a costeffective and efficient strategy for online food delivery services.
Finally, the key contribution of this research is to identify the importance of the
online shopping experience in the online food delivery service industry. Consumers' online
shopping experience positively moderates the user motivation concept of the TAM theory.
This study reveals that if there is an increase in the online shopping experience, there is an
increase in the consumers' attitudes toward using online food delivery services in
Bangladesh. On the other hand, this study found that ease of use, various food choice, and

59

time-saving orientation significantly impact consumers' attitudes toward using online food
delivery services in Bangladesh. Moreover, the description statistics of this study also reveal
that this particular service is more common to young to middle-aged consumers, service
holders, and graduated consumers.

Limitations and Future Research
The research had some valid limitations as the researcher couldn't collect the data
directly or physically. Due to this shortcoming, the data was collected online, and it was
stipulated in the information letter that all the respondents would be self-identified as online
users of the food delivery services. Therefore, it's possible that some of the respondents were
not the actual user of the particular service. Consequently, it will be difficult to rely on their
responses completely. Because responders might not fairly represent the general population,
this can result in sampling bias. Participants could have traits or viewpoints that set them
apart from non-respondents. Secondly, in online surveys, participants might not take them as
seriously as other survey formats, which could result in unreliable or erroneous answers. This
might affect the overall data accuracy.
As this study focussed on the Bangladeshi market, it would be meaningful to expand
the research to other developed countries to broaden the geographical scope and identify the
cultural differences of the consumer. Moreover, it would be beneficial for further research to
examine the online food delivery service industry from the perspective of food vendors in
order to identify if there are any more significant attributes of perceived usefulness that may
influence the consumer’s attitude. The identification of new attributes or moderators would
be a noteworthy study to explore. It would be useful for the online service industry to
60

investigate more consumer traits to take advantage of and gain more market share more
effectively. Future studies can also examine whether factors such as marital status or gender
affect consumers' attitudes toward online food delivery services. Moreover, for the future
research, comparative model can also be used to analyze the data. The cumulative link model
(CLM) can be a potential model for comparative analysis, which is also called the
cumulative logit model. CLM function can be found in R's ordinal package or statsmodels in
Python. It is also known as the proportional odds model. This approach works with a logistic
function, which is a link function, to model the possibilities of falling the ordinal response
under or within a certain category. CLM is preferably used to observe and analyze the
ordinal response data as this model considers the ranking orders in the data set. As a result, it
helps to present an accurate and unbiased interpretation.

61

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Appendix
TCPS 2: Core (Certificate of Completion)

80

Participant Recruitment Material (Email Script)
Dear Participant,
I am requesting your participation in an online survey as part of my thesis project for the
University of Northern British Columbia's Master of Science in Business Administration
(MSc. BA) program. This study focuses on the customers' attitude toward online food
delivery service in Bangladesh.
If you live in Bangladesh, your participation will be highly valued for this study.
Participation in this survey is completely voluntary, and all your responses are anonymous.
None of the responses will be connected to identifying information. You may share the
research survey link with at least three known people who are familiar with online food
delivery services in Bangladesh.
It should take at most 10 minutes to complete this survey.
To participate, please click on the following link:
https://www.surveymonkey.com/r/3NQ5N25
If you have any questions or concerns about this research, please feel free to contact Saad
Ahmed at ahmeds@unbc.ca or +1 778-890-5208 or Dr. Wootae Chun
at wootae.chun@unbc.ca.
I appreciate your cooperation and time. Thank you.
Note: This survey has been approved in accordance with the University of Northern British
Columbia Research Ethics Board. More information can be found
at https://www.unbc.ca/research/research-ethics-safety-human-participants. The survey is
being conducted using SurveyMonkey, which stores data on secure servers in Canada.
Best Regards,
Saad Ahmed
Student ID: 230147360
MSc. in Business Administration
University of Northern British Columbia
Email: ahmeds@unbc.ca
Information Letter / Consent Form

81

Project Title: AN EMPIRICAL STUDY OF CONSUMERS' ATTITUDE TOWARD USING
ONLINE FOOD DELIVERY SERVICES IN BANGLADESH
Principal researcher name: Saad Ahmed
Program: Master of Science in Business Administration (MScBA)
University of Northern British Columbia
Prince George, BC V2N 4Z9
Email Address: ahmeds@unbc.ca
Supervisor's name and position: Dr. Wootae Chun, Associate Professor (Marketing) at the
University of Northern British Columbia
Email Address: wootae.chun@unbc.ca
By accepting the below, you consent to allow your survey responses to be used for the
student research project that will contribute to the thesis work as part of a Master of Science
in Business Administration (MScBA) degree at the University of Northern British Columbia
(UNBC). Data will be stored on SurveyMonkey's Canadian servers; however, data will still
be accessible by SurveyMonkey's teams in the United States, Ireland, and Australia for the
purpose of implementing, maintaining, repairing, troubleshooting, or upgrading services
provided by SurveyMonkey.
The student is collecting the information in the following survey for the purpose of:
-

For the completion of the research part of a student's Master of Science in Business
Administration (MScBA) degree.

-

The research is about Bangladesh's online food delivery service industry. The study aims
to analyze Bangladesh's online food delivery service industry by identifying the reasons
influencing consumers' attitudes toward using online food delivery services.

-

This research will help the industry to learn more about consumers' attitudes toward
online food delivery services in terms of user motivation and online shopping experience
in Bangladesh. All the participants will be recruited from Bangladesh as the study is
focused on the Bangladeshi market context.

You are living in Bangladesh, and you will forward the survey link to 3 more people who are
living in Bangladesh to help to get more respondents. The student of UNBC BUSINESS
ADMINISTRATION (MSc.BA) will use and retain your responses extracted from
SurveyMonkey for the student's research purpose as a part of the MSc.BA degree. If you
have any questions about how your information is managed by the student or by
SurveyMonkey, you can contact Saad Ahmed, email: ahmeds@unbc.ca, or his faculty

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supervisor, Dr. Wootae Chun, email: wootae.chun@unbc.ca, to ask any questions. The
results of this study will be reported in a graduate thesis, and you can also save the
information page if you want to know the findings of the research in the future. As it's a part
of the thesis, the paper will be available at the UNBC library https://unbc.arcabc.ca/
This study has been reviewed by the University of Northern British Columbia's Research
Ethics Board. If you have any concerns or complaints about my rights as a research
participant in this study, you can contact the UNBC Office of Research at +1250 960 6735 or
by email at reb@unbc.ca. UNBC does not have direct control over the security of the
information that you provide in the following survey. You understand that by accepting the
below, you are responsible for any risk associated with providing an external company with
any of your personal information. If, at any point in the survey, you feel uncomfortable or
upset and wish to end your participation, please notify the researcher immediately, and your
wishes will be respected. Your participation in this survey is completely voluntary, and all of
your responses are anonymous. None of the responses will be connected to identifying
information. This survey shouldn't take time longer than 10 minutes to finish. You need to
select/write one answer per question.

CONSENT
CONSENT
I understand that by refusing to accept the terms in this notice, I will not be able to
participate in the following survey. I have the right to refuse to participate in this study. I
have read the information presented in the 'Informed Consent Letter' about the project. I
understand I have had the opportunity to ask questions about my involvement in this project
and to receive additional details. I understand that if I agree to participate in this project, I
may withdraw from the project at any time up until the report completion, with no
consequences.
By accepting, I am providing informed consent to participate according to the terms above.
Accept
Reject

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Research Questionnaire
Part 1. Demographic Information
(Please select one answer for the questions 1-4)
1.

Age

18-25

(Please select one answer for the questions 1)

26-40
41-60
More than 60

2.

Education level

Primary

(Please select one answer for the questions 2)

Secondary
Graduate
Postgraduate

3.

Yearly Income (BDT)

Less than 2,50,000

(Please select one answer for the questions 3)

2,50,001 – 4,00,000
6,00,001 or more

4.

Current Occupation

Student

(Please select at least one for the question 4. You
may select multiple answers)

Unemployed
Service holder
Business

Part 2. Open ended question
(Please write one answer in a numeric form for the question 5)
5. How many times (approximately) have you purchased foods from an online food delivery
service in the past month?
•

Answer:

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Part 2. Likert Scale
Ease of Use
(Venkatesh & Davis, 2000)

Strongly
Disagree

Disagree

Neutral

Agree

Strongly Agree

(2)

(3)

(4)

(5)

Disagree

Neutral

Agree

Strongly Agree

(2)

(3)

(4)

(5)

Disagree

Neutral

Agree

Strongly Agree

(2)

(3)

(4)

(5)

(1)

6. My interaction with the online food
delivery system is clear and understandable.
7. Interacting with the online food delivery
system does not require a lot of my mental
effort.
8. I find the online food delivery system to
be easy to use.
9. I find it easy to get the online food
delivery to do what I want to do
Various Food Choice
(Cho et al., 2019)

Strongly
Disagree
(1)

10. The food delivery app offers a variety of
restaurant choices
11. The food delivery app offers a variety of
food choices
12. I can order food with a wide range of
prices through the food delivery service
Time Saving Orientation
(Yeo, Goh & Rezaei, 2017)

Strongly
Disagree
(1)

13. I believe that using online food delivery
services are very useful in the purchasing
process.
14. I believe that using online food delivery
services helps me accomplish things more
quickly in the purchasing process.
15. I believe that I can save time by using
online food delivery services in the
purchasing process.
16. It is important for me that purchase of
food is done as quickly as possible using
online food delivery services.

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Attitudes toward Using Online Food
Delivery Services
(Cho, Bonn & Li, 2019)

Strongly
Disagree
(1)

17. Using the online food delivery service is
useful
18. I am strongly in favor of ordering food
through the online food delivery services
19. I desire to use the online food delivery
service when I purchase food

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Disagree

Neutral

Agree

Strongly Agree

(2)

(3)

(4)

(5)