Understanding Consumers’ Willingness to Use Food Delivery Applications: A Diffusion of Innovations Perspective

Thiam Yong Kuek (Universiti Tunku Abdul Rahman)
Varalakshmi Dandu (Presidency University)
Yuxin He (Universiti Sains Malaysia)
Hirriishmen Jegatheesan (Universiti Sains Malaysia)
Prerana S. Joshi (Presidency University)
Yiming He (Universiti Sains Malaysia)
Zhengyuan Huang (Universiti Sains Malaysia)
Shreenidhi G. S (Presidency University)
Midhat Khursheed (Presidency University)
Daisy Mui Hung Kee (Universiti Sains Malaysia)

International Journal of Tourism and Hospitality in Asia Pasific
Vol 9, No 3 (2026): October 2026

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.