<![CDATA[This research investigates the critical factors driving university students to choose third-party Online Food Delivery (OFD) applications over traditional physical campus dining facilities. Utilizing a quantitative, cross-sectional research design, empirical data were collected through a structured questionnaire administered to a sample of 120 undergraduate students at Universiti Sains Malaysia. The multiple regression results revealed a unique behavioral phenomenon in which variety of choices emerged as the sole statistically significant predictor of students’ venue preferences, yielding a standardized coefficient (?) of 0.285 and a significant p-value of 0.047, while perceived ease of use, social influence, and service quality were not statistically significant. In conclusion, these findings demonstrate that the extensive culinary variety and broad range of choices offered by digital aggregators act as the primary structural pull factor drawing students away from institutional dining facilities. Based on these findings, it is suggested that campus food operators prioritize digital modernization, strategic culinary diversification, and flexible menu rotations to effectively mitigate student migration and remain competitive with external delivery platforms.]]>
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