Consumer adoption of online food delivery services: scale development and validation.

Internet has taken the world as a storm, and to cater the netizens, marketers are making every possible effort to reach out and deliver their products and services via internet platform. Several researchers have studied the consumer attitude toward e-retailing, websites, online services, etc., but very few have focused on online food delivery (OFD) services that too in the developing economies like India. It has been suggested that, to attract customers, you ought to offer distinct user experience. The primary aim of the present study was to propose a scale comprising factors that stimulate consumers to opt OFD services. For this purpose, the data were generated from young internet users. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) have been used in this study to assess the data employing SPSS and AMOS. The findings of the study imply an OFD Service Scale comprising 15-items and three factors (Hedonism, Trust and Price Saving Orientation) appropriate for the Indian setting. [ABSTRACT FROM AUTHOR]

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