Abstract:
Despite recent surge in food delivery services in Ghana, scanty research has
been devoted to investigating the motivators, use and reuse intention of Digital
Food Delivery Services (DFDS) by university students. The study analysed
the motivation and use of digital food delivery services among students‘ of the
University of Cape Coast. A total of 341 university students who have used
digital food delivery services were purposively selected for the study. The data
was analysed using descriptive statistics, t-test, ANOVA, cross-tabulation,
exploratory factor analysis and standard regression. The results revealed that
students have positive perception about DFDS. The study further found that
phone calls and the use of mobile apps were the dominant mode of ordering
food among students with majority preferring cash on delivery as a mode of
payment. About 80% of the students‘ harbour reuse intentions. Convenience,
habit/lifestyle and social influence were the motivators for university students‘
use of DFDS. Finally, value barriers and usage barriers were the main barriers
hindering university students‘ use of DFDS. The study recommended that
service providers should undertake strategic advertisements that target at the
convenience component of DFDS, the lifestyle of consumers and social
groups as these factors influence or motivate usage of DFDS. Additionally,
service providers should modify the procedures a customer has to follow in
making purchase, institute customer complain management system and
guarantee customers the protection of their privacy. This can invariably
eliminate the usage barriers encountered by users
