Factors Influencing Customer Attitudes towards Online Food Delivery Application after the COVID-19 Epidemic in Jordanian Restaurants

  • Bashar M. AL NAJDAWI Hotel Management and Tourism Science Department, Faculty of Aqaba College, Al-Balqa Applied University, Jordan
  • Mohammad KHASAWNEH Department of Financial and Administrative Sciences, Faculty of Ajloun College, AL-Balqa Applied University, Jordan
  • Issam Mohammad AL-MAKHADMAHj Tourism Management Department, Ajloun College, Al-Balqa Applied University, Jordan
  • Hakam SHATNAWI Hotel Management Department, Faculty of Tourism and Hotel Management, Yarmouk University, Jordan
  • Qusay KHALEEFAHj Hotel Management and Tourism Science Department, Faculty of Aqaba College, Al-Balqa Applied University, Jordan
  • Ramzi AL ROUSAN Department of Sustainable Tourism, Queen Rania Faculty of Tourism and Heritage, The Hashemite University, Jordan


Although several studies on technology trends and acceptance have been undertaken, few studies investigate the factors that influence customer attitudes toward food delivery apps depending on the Unified Theory of Acceptance and Use of Technology (UTAUT). The purpose of the study is to examine the use of Online Food Delivery (OFD) in Jordanian restaurants after the COVID-19 epidemic by applying UTAUT. In the northern and central regions of Jordan, 722 online questionnaires were gathered using Structural Equation Modeling (SEM). The results reveal that three factors significantly affect customers' decisions to use the OFD service: behavioral intention, pricing, and social influence. Furthermore, performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit positivity, trust, and perceived credibility significantly influence the behavioral intention to use. In addition, the moderating impacts of age, gender, and experience were examined using multigroup analysis. Some of the model's expected associations were shown to be moderated by the users' experience, but gender and age had no significant influence. The results have consequences for both research and practice implications.



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How to Cite
NAJDAWI, Bashar M. AL et al. Factors Influencing Customer Attitudes towards Online Food Delivery Application after the COVID-19 Epidemic in Jordanian Restaurants. Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 2, p. 500 - 512, mar. 2023. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/7698>. Date accessed: 07 june 2023. doi: https://doi.org/10.14505/jemt.v14.2(66).19.