The consumers’ convenience dimensions in performing food online purchase and its logistics level of service

Abstract

Information communications technology (ICT) has contributed to the development of online shopping activity and has impacts on urban freight transport, travel behavior, and travel cost. A person’s motivation to perform online purchasing may be due to the smooth purchasing process including the ease of choosing date and time of delivery, and its service quality. Due to busy lifestyle and time limitation, most of people tends to order for online food delivery (OFD) service. This study aims to measure the level of service for ready-to-eat food delivery among the consumers, and the consumers’ convenience dimensions where it specifically focuses on the logistics aspect. This study involved total 169 students and staffs of UTM main campus who have purchase any ready-to-eat food via online within past 60 days. The objectives of this study are to identify the consumers’ convenience dimensions in deciding for food online purchasing specifically in logistic-related dimensions, to measure the logistics level of service for the food door-delivery among the consumers, and to recommend for food logistics enhancement based on the current level of service measured by consumers. Online and face-to-face survey was conducted to complete this study. This study found that food condition dimension is a significant dimension that influence consumers in making decision for OFD service. Besides that, this study has able to measure the logistics level of service for the food door-delivery among consumers where less than 50% of online food delivery service were able to perform at better than LOS C, a good performance at acceptable delay.