USER UNVEILED: EXTENDING UTAUT-2 TO ILLUMINATE THE ROLE OF TECHNOLOGY EFFICACY IN ONLINE FOOD DELIVERY BEHAVIOR

Abstract

The hotel industry serves as a pivotal engine of economic development, particularly in emerging economies, offering vital support for international trade and contributing substantially to national budgets, especially in Sub-Saharan Africa (SSA). However, the hospitality sector has grappled with the profound and lasting implications of the COVID-19 pandemic over the past two years. COVID-19, characterized by a high mortality risk and human-to-human transmission, led the World Health Organization (WHO) to recommend interventions such as mask usage, social distancing, self-quarantine, and movement restrictions (WHO, 2021). These measures forced a significant portion of the population to remain at home, leading to the temporary closure or restriction of food-service establishments (Kyungyul et al., 2021).

The pandemic hit hotels and restaurants the hardest, resulting in a drastic decline in sales. In response, many restaurants turned to online food delivery systems as a means to rejuvenate their businesses. However, the adoption of online systems in developing economies faced notable challenges due to high illiteracy rates and issues surrounding technology and internet accessibility (Athenjia, Nsoh & Obeng, 2020; Amegboe, 2019; Amankwa Sarfo, Effah, and Boateng, 2018). Notwithstanding these hurdles, previous studies (Williams, 2014; Reichstein et al., 2018; Bergmann et al., 2020; Queiroz et al., 2020; Adomako et al., 2021; Adabere et al., 2021) have highlighted the pivotal role of digitization in bolstering businesses. Evidently, the statistics point to a substantial surge in the utilization of online food delivery systems during the COVID-19 pandemic (Statista, 2020; Kyungyul et al., 2021; Kwateng et al., 2021).

Ray et al. (2019) categorizes online meal delivery services as "internet-based food ordering and delivery services connecting customers with partner foodservice operations via websites or mobile applications. Consumers can access menus, pricing, and user ratings for various restaurant types through these online meal delivery services."