Motivation and Use of Digital Food Delivery Services Among Students of the University of Cape Coast

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