A Study On TCV: Analyze Users' Attitude And Preference In Online Food Delivery Apps (OFDAS)

Abstract

Due to hectic lifestyles, a fascination with smart devices and a tech-savvy younger population seeking diversity in their daily diet, there is an increasing demand for online food delivery apps (OFDAs) services. Customers who purchase food online are proven to be cautious, regardless of their age or socioeconomic status. They seek out the greatest choice. Due to the expanding number of alternatives available in the market, this cautious attitude places online food delivery apps (OFDAs) services in a competitive position. This research paper aims to explore the factors influencing online food delivery apps (OFDAs) by analyzing their impact on consumer’s, preference, attitude, satisfaction, and reuse intention. It utilizes the Theory of Consumption Values (TCV) as a basis for studying consumers intentions. This cross-sectional study utilized convenience sampling to collect data from 204 respondents with prior experience with online food delivery apps (OFDAs) in Chennai, focusing on IT employees. A Descriptive research design was used to examine the study. Structural equation model (SEM) was applied to analyze the data using AMOS software. This research shows that key factors significantly influence both preference and attitude and that these two elements positively impact satisfaction. Finally, the users intend is to reuse the online food delivery apps (OFDAs).