Recommendation for Future Research - DISCUSSION, CONCLUSION AND IMPLICATIONS

CHAPTER 5 DISCUSSION, CONCLUSION AND IMPLICATIONS

5.4 Recommendation for Future Research

It is suggested that the future research should be included mediating variable and moderating variable. Mediating variable like the behaviour of respondents would probably influence them to use online food delivery (OFD) service to explain the relationship between independent variables and dependent variable. Besides, other independent variables should be involved in this research such as word-of-mouth, customer service and so on. By doing so, the researcher will have better understanding the factor and behaviour of respondents towards their intention to use OFD service.

Furthermore, qualitative research should be implemented in this research instead of just using quantitative method. It is because qualitative research method like interview with the respondents can allow researcher to get more detailed information. Whenever the respondents feel confuse about the question, the researcher can immediately explain it clearly so that the researcher is able to collect more accurate data.

Moreover, the researcher can focus on a specific sampling location in Malaysia like Klang Valley. It is because there will be high demand of using OFD service in the city. Also, there is numerous universities located there. Lastly, researcher should extend the targeted group of respondents to other age group so that different groups of respondents could provide different result for data analysis.

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APPENDICES

Appendix 2.1: Theory of Reasoned Action (TRA)

Appendix 2.2: Theory of Planned Behavior (TPB)

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Appendix 2.3: Technology Acceptance Model (TAM)

Appendix 2.4: Proposed Theoretical / Conceptual Framework

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Appendix 3.1: Survey Questionnaire

UNIVERSITI TUNKU ABDUL RAHMAN

FACULTY OF ACCOUNTANCY AND MANAGEMENT

Dear respondents,

I am an undergraduate student from Universiti Tunku Abdul Rahman (UTAR), Faculty of Accountancy and Management (FAM) who is currently pursuing Bachelor of International Business (Hons). As part of my undergraduate dissertation on the topic “Factors influencing intention to use online food delivery (OFD) service between local and foreign university students in Malaysia”, I would like to conduct this survey to obtain some relevant feedbacks from the local and foreign university students in Malaysia towards OFD service.

This survey consists of three sections and it may require you to spend approximately 10 minutes to complete it. Participation in this survey is voluntary. All information will only be used for academic purpose so it will be kept as private and confidential.

I would like to thank you for spending your precious time in completing this survey.

Your participation is truly appreciated.

Best Regards, Lai Hui Yee

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Section A: Demographic Profile

This section is about your personal details. Please read each of the following question carefully and tick (√) only one of the answers below.

1. What is your gender?

❏ Male

❏ Female

2. What is your age?

❏ 18-20

❏ 21-23

❏ 24-26

❏ 27 or above

3. What is your nationality?

❏ Malaysian

❏ Other: ____________________

4. What is your current qualification of study?

❏ Pre-uni (Foundation, A-Level and etc)

❏ Diploma

❏ Undergraduate

❏ Postgraduate

5. How frequent do you use online food delivery service?

❏ Once in a week

❏ Twice in a week

❏ More than twice in a week

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Section B: Evaluate the factors influencing intention to use OFD service between local and foreign university students in Malaysia.

In this section, variables of using online food delivery service will be investigated.

Please rate each of the statement below by using 5 points Likert scale.

SD= Strongly Disagree; D= Disagree; N= Neutral; A= Agree; SA= Strongly Agree

Time Saving SD D N A SA

1. I believe that using OFD services helps me accomplish things more quickly in the purchasing process.

1 2 3 4 5

2. It is important for me that purchase of food is done as quickly as possible using OFD services.

1 2 3 4 5

3. I believe that using OFD services are very useful in the purchasing process.

1 2 3 4 5

4. I believe that I can save time by using OFD services in the purchasing process.

1 2 3 4 5

Price Saving SD D N A SA

1. Food purchased online are reasonably priced.

1 2 3 4 5

2. Online food shopping offers value for money.

1 2 3 4 5

3. Food purchases through apps are economical.

1 2 3 4 5

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4. I saved money when I shopped on this website.

1 2 3 4 5

5. I got my purchases cheaper via this website than if I had made them elsewhere.

1 2 3 4 5

6. I made inexpensive purchases via this website.

1 2 3 4 5

Perceived Usefulness SD D N A SA

1. I find online shopping for food and other items useful in my daily life.

1 2 3 4 5

2. I find online shopping via mobile device apps helps me in my daily life.

1 2 3 4 5

3. Using OFD services would enable me to accomplish shopping more quickly than using traditional approaches.

1 2 3 4 5

4. Using OFD services would enhance my eﬀectiveness in shopping or information seeking.

1 2 3 4 5

5. OFD services transaction is advantageous.

1 2 3 4 5

6. I would ﬁnd the OFD services useful.

1 2 3 4 5

Prior Online Purchase Experience SD D N A SA

1. I feel comfortable of using the OFD services.

1 2 3 4 5

2. I am experienced with the use of the OFD services.

1 2 3 4 5

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3. I feel competent of using the OFD services.

1 2 3 4 5

4. My online food shopping experience was absolutely delightful.

1 2 3 4 5

5. My online shopping experience made me feel contented.

1 2 3 4 5

Section C: This section shows the statement regarding to intention to use online food delivery (OFD) service.

In this section, it will require your perception on OFD service. Please rate each of the statement below by using 5 points Likert scale.

SD= Strongly Disagree; D= Disagree; N= Neutral; A= Agree; SA= Strongly Agree

Intention to use OFD Service SD D N A SA

1. Purchasing food through OFD services is wise.

1 2 3 4 5

2. Purchasing food through OFD services is good.

1 2 3 4 5

3. Purchasing food through OFD services is sensible.

1 2 3 4 5

4. Purchasing food through OFD services is rewarding.

1 2 3 4 5

5. I plan to use OFD value-added services in the future.

1 2 3 4 5

6. If possible, I will try to use OFD value-added services.

1 2 3 4 5

7. I will try to use OFD value-added services if necessary.

1 2 3 4 5

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Appendix 3.2: Summary of Reliability Statistics

Appendix 3.3: Rules of Thumb of Cronbach’s Alpha

Alpha Coefficient Range Strength of Association

>0.9 Excellent

>0.8 Good

>0.7 Acceptable

>0.6 Questionable

>0.5 Poor

Appendix 3.4: Cronbach’s Alpha of Pilot Test Anova of Two-Factor Without Replication

SUMMARY Count Sum Average Variance

1 4 16 4 0

2 4 20 5 0

3 4 17 4.25 0.25

4 4 17 4.25 0.25

5 4 18 4.5 0.3333333

6 4 15 3.75 0.25

7 4 13 3.25 2.25

8 4 14 3.5 1

9 4 19 4.75 0.25

10 4 19 4.75 0.25

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Q1 10 44 4.4 0.2666667

Q2 10 40 4 1.3333333

Q3 10 43 4.3 0.4555556

Q4 10 41 4.1 0.7666667

ANOVA

Source of Variation SS df MS F P-value F crit

Rows 11.9 9 1.32222 2.6444444 0.0244 2.25013

Columns 1 3 0.33333 0.6666667 0.57984 2.96035

Error 13.5 27 0.5

Total 26.4 39

Cronbach’s Alpha of Time Saving 1-(0.5/1.32222) = 0.6218

Anova of Two-Factor Without Replication

SUMMARY Count Sum Average Variance

1 6 24 4 0

2 6 26 4.33333 0.26667

3 6 16 2.66667 0.66667

4 6 16 2.66667 1.06667

5 6 18 3 0.8

6 6 18 3 0

7 6 15 2.5 0.7

8 6 20 3.33333 0.26667

9 6 16 2.66667 1.06667

10 6 20 3.33333 1.06667

Q5 10 32 3.2 0.84444

Q6 10 35 3.5 0.5

Q7 10 31 3.1 0.98889

Q8 10 32 3.2 1.06667

Q9 10 29 2.9 1.21111

Q10 10 30 3 0.66667

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ANOVA

Source of Variation SS df MS F P-value F crit

Rows 20.15 9 2.23889 3.68373 0.0016 2.09576

Columns 2.15 5 0.43 0.7075 0.62086 2.42209

Error 27.35 45 0.60778

Total 49.65 59

Cronbach’s Alpha of Price Saving 1-(0.60778/2.23889) = 0.7285

Anova of Two-Factor Without Replication

SUMMARY Count Sum Average Variance

1 6 24 4 0

2 6 29 4.83333 0.16667

3 6 26 4.33333 0.26667

4 6 25 4.16667 0.16667

5 6 26 4.33333 0.66667

6 6 24 4 0

7 6 25 4.16667 0.56667

8 6 15 2.5 0.7

9 6 28 4.66667 0.26667

10 6 22 3.66667 0.66667

Q11 10 42 4.2 0.84444

Q12 10 42 4.2 0.84444

Q13 10 43 4.3 0.23333

Q14 10 39 3.9 0.98889

Q15 10 38 3.8 0.62222

Q16 10 40 4 0.66667

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ANOVA

Source of Variation SS df MS F P-value F crit

Rows 22.4 9 2.48889 7.27273 1.9E-06 2.09576

Columns 1.93333 5 0.38667 1.12987 0.35846 2.42209

Error 15.4 45 0.34222

Total 39.7333 59

Cronbach’s Alpha of Perceived Usefulness 1-(0.34222/2.48889) = 0.8625

Anova of Two-Factor Without Replication

SUMMARY Count Sum Average Variance

1 5 20 4 0

2 5 22 4.4 0.3

3 5 15 3 0

4 5 16 3.2 1.2

5 5 19 3.8 0.7

6 5 17 3.4 0.3

7 5 19 3.8 1.2

8 5 11 2.2 0.2

9 5 15 3 2

10 5 20 4 0

Q17 10 36 3.6 0.93333

Q18 10 37 3.7 1.34444

Q19 10 33 3.3 1.12222

Q20 10 32 3.2 0.62222

Q21 10 36 3.6 0.48889

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ANOVA Source of

Variation SS df MS F P-value F crit

Rows 18.88 9 2.09778 3.47698 0.00352 2.15261

Columns 1.88 4 0.47 0.77901 0.54621 2.63353

Error 21.72 36 0.60333

Total 42.48 49

Cronbach’s Alpha of Prior Online Purchase Experience 1-(0.60333/2.09778) = 0.7123

Anova of Two-Factor Without Replication

SUMMARY Count Sum Average Variance

1 7 28 4 0

2 7 32 4.57143 0.28571

3 7 29 4.14286 0.14286

4 7 29 4.14286 1.14286

5 7 29 4.14286 0.47619

6 7 24 3.42857 0.28571

7 7 31 4.42857 0.28571

8 7 16 2.28571 0.2381

9 7 30 4.28571 0.2381

10 7 28 4 0

Q22 10 36 3.6 0.93333

Q23 10 39 3.9 0.32222

Q24 10 38 3.8 0.17778

Q25 10 40 4 0.88889

Q26 10 42 4.2 0.84444

Q27 10 41 4.1 0.98889

Q28 10 40 4 0.66667

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ANOVA

Source of Variation SS df MS F P-value F crit

Rows 27.2 9 3.02222 10.0741 6.8E-09 2.05852

Columns 2.37143 6 0.39524 1.31746 0.265364 2.27199

Error 16.2 54 0.3

Total 45.7714 69

Cronbach’s Alpha of Intention to Use OFD Service 1-(0.3/3.02222) = 0.9007

Appendix 3.5: Origin of Constructs

Variables Measurement Items Sources

Time Saving

1. I believe that using OFD services helps me accomplish things more quickly in the purchasing process.

2. It is important for me that purchase of food is done as quickly as possible using OFD services.

3. I believe that using OFD services are very useful in the purchasing process.

4. I believe that I can save time by using OFD services in the purchasing process.

(Alreck and Settle, 2002)

Price Saving

1. Food purchased online are reasonably priced.

(Shang and Wu, 2017)

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value for money.

3. Food purchases through apps are economical.

4. I saved money when I shopped on this website.

5. I got my purchases cheaper via this website than if I had made them elsewhere.

6. I made inexpensive purchases via this website.

(Shang and Wu, 2017)

(Rintamaki, Kanto, Kuusela and Spence, 2006)

Perceive Usefulness

1. I find online shopping for food and other items useful in my daily life.

2. I find online shopping via mobile device apps helps me in my daily life.

3. Using OFD services would enable me to accomplish shopping more quickly than using traditional approaches.

4. Using OFD services would enhance my eﬀectiveness in shopping or information seeking.

(Shang and Wu, 2017)

(Bhattacherjee, 2001;

Bhattacherjee, Perols and Sanford, 2008)

(Bhattacherjee, 2001;

Bhattacherjee, Perols and Sanford, 2008)

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advantageous.

6. I would ﬁnd the OFD services useful.

(Bhattacherjee, 2001;

Bhattacherjee, Perols and Sanford, 2008)

(Bhattacherjee, 2001;

Bhattacherjee, Perols and Sanford, 2008)

Prior Online Purchase Experience

1. I feel comfortable of using the OFD services.

2. I am experienced with the use of the OFD services.

3. I feel competent of using the OFD services.

4. My online food shopping experience was absolutely delightful.

5. My online shopping experience made me feel contented.

(Thamizhvanan and Xavier, 2013)

(Shang and Wu, 2017)

Intention to use OFD Service

1. Purchasing food through OFD services is wise.

2. Purchasing food through OFD services is good.

3. Purchasing food through OFD services is sensible.

4. Purchasing food through OFD services is rewarding.

(Childers, Carr, Peck and Carson, 2002)

(Childers, Carr, Peck and Carson, 2002

(Childers, Carr, Peck and Carson, 2002)

Page 72 of 87 5. I plan to use OFD value-

added services in the future.

6. If possible, I will try to use OFD value-added services.

7. I will try to use OFD value- added services if necessary.

(Escobar-Rodríguez and Carvajal- Trujillo, 2013; Kuo and Yen, 2009; Taylor and Todd, 1995)

Appendix 4.1: Statistic of Respondents’ Gender

Appendix 4.2: Percentages of Respondents’ Gender

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Appendix 4.3: Statistic of Respondents’ Age

Appendix 4.4: Percentages of Respondents’ Age

Appendix 4.5: Statistic of Respondents’ Nationality

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Appendix 4.6: Percentages of Respondents’ Nationality

Appendix 4.7: Statistic of Respondents’ Current Education Level

Appendix 4.8: Percentages of Respondents’ Current Education Level

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Appendix 4.9: Statistic of Respondents’ Frequency to Use OFD Service

Appendix 4.10: Percentages of Respondents’ Frequency to Use OFD Service

Appendix 4.11: Result of Reliability Test

Appendix B: Tables and Figures

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Appendix 4.12: Cronbach’s Alpha of Time Saving Case Processing Summary

N %

Cases Valid 300 99.7

Excluded^a 1 .3

Total 301 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.851 4

Item Statistics

Mean Std. Deviation N 1. I believe that using OFD services helps me

accomplish things more quickly in the purchasing process.

3.68 1.049 300

2. It is important for me that purchase of food is done as quickly as possible using OFD services.

3.77 .990 300

3. I believe that using OFD services are very useful in the purchasing process.

3.76 .919 300

4. I believe that I can save time by using OFD services in the purchasing process.

3.73 .980 300

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Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item

Deleted 1. I believe that using

OFD services helps me accomplish things more quickly in the

purchasing process.

11.26 5.745 .774 .773

2. It is important for me that purchase of food is done as quickly as possible using OFD services.

11.17 6.391 .672 .818

3. I believe that using OFD services are very useful in the purchasing process.

11.18 6.612 .694 .810

4. I believe that I can save time by using OFD services in the purchasing process.

11.21 6.610 .628 .836

Scale Statistics

Mean Variance Std. Deviation N of Items

14.94 10.736 3.277 4

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Appendix 4.13: Cronbach’s Alpha of Price Saving Case Processing Summary

N %

Cases Valid 300 99.7

Excluded^a 1 .3

Total 301 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.884 6

Item Statistics

Mean Std. Deviation N 1. Food purchased online are reasonably priced. 3.15 1.085 300 2. Online food shopping offers value for money. 3.34 .990 300 3. Food purchases through apps are economical. 3.20 1.042 300 4. I saved money when I shopped on this website. 3.04 1.047 300 5. I got my purchases cheaper via this website than

if I had made them elsewhere.

3.19 1.029 300

6. I made inexpensive purchases via this website. 3.17 1.050 300

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Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if Item

Deleted 1. Food purchased

online are reasonably priced.

15.94 17.646 .646 .873

2. Online food

shopping offers value for money.

15.75 17.845 .704 .863

3. Food purchases through apps are economical.

15.89 17.476 .706 .863

4. I saved money when I shopped on this website.

16.05 17.215 .737 .857

5. I got my purchases cheaper via this website than if I had made them elsewhere.

15.90 17.756 .680 .867

6. I made inexpensive purchases via this website.

15.93 17.419 .706 .863

Scale Statistics

Mean Variance Std. Deviation N of Items

19.09 24.714 4.971 6

Dalam dokumen factors influencing intention to use (Halaman 65-101)