TECHNOLOGY ADOPTION IN ONLINE FOOD ORDERS IN THE COVID-19 PROCESS

Abstract

With the restrictions imposed by the COVID-19 process, consumers who had to stay at home started to do most of their shopping online. Online food ordering, which is one of these purchases, is more and more adopted by consumers every day. It is thought that taking into account the changing consumer behaviors will provide a competitive advantage for businesses operating in the sector. The aim of this study is to examine the online food orders of consumers in the COVID-19 pandemic within the framework of the technology acceptance model. The data required for the research was collected through an online questionnaire. With the convenience sampling method, 417 people were reached and the process was terminated. SPSS 25 was used for frequency and factor analysis, and AMOS 21 program for confirmatory factor analysis and structural equation modeling. According to the results of the analysis, it was determined that the perceived ease of use in online food orders of consumers has a positive effect on perceived usefulness and attitude. While it was determined that the perceived usefulness had a positive effect on attitude, it was determined that it did not have a direct positive effect on behavioral intention. In addition to this, it was found out that the attitude towards online food orders had a positive effect on behavioral intention.