factors influencing intention to use

The topic that has been chosen for this research project is "Factors Influencing Intention to Use Online Food Delivery Service between Local and Foreign University Students in Malaysia". These apps are common to use today as it brings a great convenience to the consumers. The purpose of this conducted research is to investigate the factors that may influence local and foreign university students' intention to use the OFD service.

This research aims to examine the independent variables that include time savings, cost savings, perceived usefulness, and prior online shopping experience towards the dependent variable of intention to use an OFD service. In this research project, the results show that all independent variables have a positive or significant relationship with the intention to use the OFD service.

RESEARCH OVERVIEW

Introduction
Research Background
Research Problem
Research Objectives
Research Questions
Research Significance

All these apps are aggressive in providing food delivery services to consumers (Kong & Bizhive, 2018). To examine the time savings, cost savings, perceived usefulness and prior online shopping experience in relation to local and foreign university students using an online food delivery (OFD) service. Through this research project, we can gain an insight into the factors that can influence the intention of local and foreign university students towards online food delivery (OFD) service in Malaysia.

This is because this delivery service is really bringing convenience especially to university students who live at a far distance from restaurants. Additionally, there are always numerous promotional offers offered by certain restaurants using their delivery service.

LITERATURE REVIEW

Introduction
Underlying Theories

Theory of Reasoned Action
Theory of Planned Behavior
Technology Acceptance Model

Review of Variables

Intention to Use OFD Service
Time Saving
Price Saving
Perceived Usefulness
Prior Online Purchase Experience

Proposed Theoretical / Conceptual Framework
Hypotheses Development

The relationship between time saving towards intention to
The relationship between price saving towards intention to
The relationship between perceived usefulness towards
The relationship between prior online purchase experience

H1: There is a positive relationship between time saving towards domestic and foreign university students' intention to use OFD service. H2: There is a positive relationship between price saving on domestic and foreign university students' intention to use OFD service. H3: There is a positive relationship between perceived usefulness to domestic and foreign university students' intention to use the OFD service.

It will be their intention to use the OFD service for a second time. H4: There is a positive relationship between prior online shopping experience on domestic and foreign university students' intention to use OFD service.

Figure 2.1: Theory of Reasoned Action (TRA)

RESEARCH METHODOLOGY

Introduction
Research Design
Sampling Design

Sampling Method
Target Population
Sampling Frame & Sampling Location
Sample Size

Data Collection Method

Primary Data
Secondary Data

Research Instrument

Questionnaire Design
Pilot Test

Constructs Measurement

Origin of Constructs
Measurement of Scale

Proposed Data Analysis Tool

Descriptive Analysis
Inferential Analysis

Therefore, causal research will be used in this research project to identify the reasons for the factors that influence local and foreign university students' intention to use the OFD service in Malaysia. The target groups of this research project are the local and foreign university students, the majority of them are aged from 18 to 23, who are studying in Malaysia. The sampling frame for this research project is mostly focus on local and foreign university students in Malaysia.

The focus of this research project is those who usually use the OFD service in their daily lives. For the realization of this research project, the implementation of the primary and secondary data collection method is required to search for data and information. In order to successfully carry out this research project, the primary data source will be the distribution of the questionnaire using the Google form.

In addition, other relevant websites are also used to obtain the relevant data and information to carry out this research. After that, it will be distributed to the qualified university students to fill in the questionnaire. In order to carry out this research project smoothly, pilot test will be carried out by distributing ten copies of questionnaire to the small group of respondents.

It is a less experimental way of pre-testing the main purpose of this research project so that any errors can be minimized. There are three types of measurement scales used in this research, which include nominal, ordinal, and interval. This is because there are numerous data from around 300 respondents to complete the questionnaire.

Table 3.1: Summary of Reliability Statistics

DATA ANALYSIS

Introduction
Descriptive Analysis

Respondents’ Demographic Profile and General

Scale Measurement

Reliability Test

Inferential Analysis

Multiple Linear Regression

For people who are 27 years old or older, there are a total of 13 (4.3%) respondents who participate in this research. As shown in Table 4.3 and Figure 4.3, the majority of respondents in this research are Malaysians who account for 81.3% and about 244 individuals. It includes people from Singapore, China, Taiwan, Japan, Hong Kong, Australia, Vietnam, Russia, Korea, Indonesia, Canada, Sydney and Ireland.

Most of the respondents are Malaysian because they are easier to find compared to foreign students in Malaysia. The majority of undergraduate students participated in this questionnaire, which is approximately 211 respondents (70.3%). The second largest group of respondents are graduates, which consists of a total of 300 respondents.

Based on table 4.5 and figure 4.5, it is found that most of the respondents use the OFD service once a week accounting for 58.3%. For those who use the OFD service twice a week, it accounts for 23% consisting of 69 respondents. Based on the above table, all the independent variables (time saving, price saving, perceived usefulness and previous online shopping experience) and dependent variable (intention to use OFD service) are considered to have good reliability.

R-square shows that there is 65.4% of intent between local and foreign university students to use the OFD service, which can be determined by time savings, cost savings, perceived usability, and previous online purchasing experience. Therefore, the relationship between independent variables and dependent variables is strong as they relate to the factors influencing the intention of local and foreign university students to use online food delivery (OFD) in Malaysia. It can be defined that at least one of the independent variables (time savings, price savings, perceived usability, and previous online purchase experience) is likely to have a positive relationship with the dependent variable (intention to use OFD service).

DISCUSSION, CONCLUSION AND IMPLICATIONS

Introduction

Discussions of Major Findings

H4: There is a positive relationship between prior online purchase experience and intention to use OFD service. Based on Table 5.1, the beta value shows that the previous online purchase experience has the highest beta value, which is 0.336. This means that the intention of local and foreign university students to use OFD service is expected to increase for each point increase in previous online purchase experience.

Therefore, the hypotheses showing that there is a positive relationship with the intention to use the OFD service are supported. Of all the variables, cost saving has the lowest unstandardized coefficient data and t-value, although this study still supports it. There are a few reasons that may explain why it will be low in the unstandardized coefficient and t-value data.

It is because the business or restaurant does not serve those specific places, so it will incur a high cost for consumers to pay the extra fee. Besides, a company or restaurant that provides OFD service is normally well known and considered as a large organization. So the price set initially will be a bit high compared to those stalls that operate along the road.

Sometimes they need to add food to enjoy free delivery by ordering food from websites or apps and using OFD service. In order to enjoy the free delivery, the so-called are forced to buy an additional thing. Therefore, local and foreign university students will think that OFD service is not a way to save prices in order to enjoy food by using OFD service.

Implications of Study

Managerial Implication

Time Saving
Price Saving
Perceived Usefulness
Prior Online Purchase Experience

It attracts people's attention to use their OFD service instead of spending time to visit a physical restaurant and buy food. Based on the findings of this research, saving time is one of the essential factors influencing the intention of domestic and foreign students to use the OFD service. Therefore, restaurants should always improve their OFD services so that more consumers will use them in the future.

Unlike those hawker stalls or malls, restaurants that offer OFD service usually sell food at higher prices. Therefore, some respondents might spend some time to get to a physical restaurant and buy food instead of using the OFD service, even though it is considered convenient. This is because some websites or apps will mention that there will be a cash rebate or even free shipping after you purchase a certain amount.

Therefore, they may be interested in this and join their friends who use OFD service to buy food so that they can enjoy this benefit together. Therefore, once they become familiar with the use of the OFD service, they will find it useful in their daily lives. Especially for those who live far from the restaurant, the OFD service is more useful.

From the first use of a particular food ordering website or mobile application, consumers can set their personal information such as name, contact number, address and so on when they want to enjoy the OFD service. When they experience that the service is good, they will have the intention to use the OFD service again. They can also share their experience with their friends and show them how to use the OFD service.

Limitations of Study

Research Design
Target Respondents
Sampling Location

Recommendation for Future Research

A study of factors influencing consumers' intention to use on-demand food delivery applications in Bangkok, Thailand. Factors affecting Indonesian users' attitude and behavioral intention towards online food delivery service by Go-Food application. Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation.

As part of my university dissertation on "Factors Influencing Intention to Use Online Food Delivery (OFD) Service Among Local and Foreign University Students in Malaysia", I would like to conduct this survey to obtain some relevant reactions from local and foreign universities. students in Malaysia towards OFD service. Section C: This section shows the declaration regarding the intention to use the online food delivery (OFD) service.

Theory of Reasoned Action

Theory of Planned Behavior

Technology Acceptance Model

Proposed Theoretical / Conceptual Framework

Survey Questionnaire

Summary of Reliability Statistics

Rules of Thumb of Cronbach’s Alpha

Cronbach’s Alpha of Pilot Test

Origin of Constructs

Statistic of Respondents’ Gender

Percentages of Respondents’ Gender

Statistic of Respondents’ Age