Determinants of consumer food choices in the context of online food delivery applications

Abstract

The increasing reliance on online food delivery (OFD) platforms has significantly transformed consumer food consumption patterns, particularly in urban environments where convenience and digital access intersect. This study explores the key determinants influencing consumer food choices within the context of OFD applications. Using data collected through structured surveys, Principal Component Analysis (PCA) with varimax rotation was employed to identify underlying latent variables that shape consumer behavior. The results reveal three distinct components: Perceived Food and Service Value, encompassing attributes like taste, nutritional quality, food safety, and price; Platform Reputation and Personalization, including factors such as user interface, dietary considerations, speed of delivery and Lifestyle-Driven Service Dependency, reflecting the impact of time scarcity, lack of cooking skills and ease of digital payments. A high Kaiser-Meyer-Olkin (KMO) value of 0.856 and a significant Bartlett’s Test of Sphericity (χ² = 1177.67, p ≤ 0.01) confirmed the adequacy of data for factor analysis. These findings provide a multidimensional understanding of consumer motivations in the OFD space and offer valuable insights for platform developers, food service providers and policymakers aiming to enhance digital food ecosystems.