Factors Shaping Customer Perception in Online Food Delivery: A Smart PLS-Based Approach

Abstract

This research investigates how different customer perceptions—assessed via “prior experience, perceived benefits, subjective norms, and system quality”—related to online food delivery services (OFDS) influence consumer perception. It examines the impact of these factors on customer attitudes and perceptions, proposing a solution in which the mediating variable (customer attitude) facilitates the connection between the independent variables and the dependent variable, namely consumer perception. Results reveal that consumer perceptions, including perceived advantages such as convenience, time-saving, food variety flexibility, and simplicity of use, greatly influence customer attitudes. The customer experience is significantly dependent on technology, mobile applications, and innovative delivery methods. Research indicates that understanding consumer requirements and using technology to improve quality is crucial. These results have significant implications for food delivery aggregators and restaurants regarding consumer perception. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.