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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Zhengyuan Huang
Universiti Sains Malaysia
Humanities

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Understanding Consumers’ Willingness to Use Food Delivery Applications: A Diffusion of Innovations Perspective Thiam Yong Kuek; Varalakshmi Dandu; Yuxin He; Hirriishmen Jegatheesan; Prerana S. Joshi; Yiming He; Zhengyuan Huang; Shreenidhi G. S; Midhat Khursheed; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5080

Abstract

The growing use of food delivery applications has increased the importance of understanding the factors that influence consumers’ adoption decisions. Drawing on the Diffusion of Innovations (DOI) theory, this study examines the effects of relative advantage, compatibility, complexity, trialability, and observability on Malaysian university students’ willingness to use food delivery applications. A quantitative cross-sectional survey was conducted with 149 university students, and the data were analyzed using multiple linear regression. The results show that relative advantage (? = .178, p = .026), compatibility (? = .276, p .001), and trialability (? = .342, p .001) significantly and positively influence behavioral intention, whereas complexity and observability have no significant effects. The model explains 58.0% of the variance in behavioral intention (R² = .580), with trialability emerging as the strongest predictor. In conclusion, students’ willingness to use food delivery applications is primarily driven by opportunities to experience the services, compatibility with their lifestyles, and perceived practical advantages.
Co-Authors Daisy Mui Hung Kee Hirriishmen Jegatheesan Midhat Khursheed Prerana S. Joshi Shreenidhi G. S Thiam Yong Kuek Varalakshmi Dandu Yiming He Yuxin He