Purpose

The core idea of this paper was to empirically evaluate the factors affecting the choices of consumers while ordering food online. The goal was to explore consumer behavior in the emerging industry of online food delivery business in an emerging economy, Bangladesh.

Design/methodology/approach

This paper used a qualitative and exploratory approach through the collection and analysis of data from a total of 177 survey respondents. Statistical analyses of all collected data (utilizing t-tests and factor analysis) were used to conclude the factors important to consumers in ordering food online through online food delivery intermediaries.

Findings

Results showed delivery time, service quality, price and condition of food delivered as factors constitute the first factor considered to be directly affecting the success of online food delivery. Variety and number of restaurants, menu, delivery tracking service and attitude of a delivery person are found to constitute the second factor and considered as indirect factors.

Practical implications

Online food ordering has been a very emerging sector globally and also a recent phenomenon in Bangladesh. The development and the availability of the internet combined with the busy life schedule has prompted businesses to address another need among consumers, the need to deliver foods at consumers' doorsteps. Understanding the consumer landscape better would help realize the full potential of the e-commerce platform as it can influence the economy, businesses and the quality of life of people.

Originality/value

The online food delivery business is new and growing and demands greater researches for better understanding by academicians and practitioners. This paper expands the limited existing research related to the online food delivery business and explores consumer behavior in the industry. From a managerial perspective, the paper contributes to understanding the consumers more broadly.

中文翻译：

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影响孟加拉国在线食品交付服务的因素：一项实证研究

目的

本文的核心思想是根据经验评估在线订购食品时影响消费者选择的因素。目的是探索孟加拉国新兴经济体中在线食品外卖业务的新兴产业中的消费者行为。

设计/方法/方法

本文通过定性和探索性方法，通过收集和分析来自177个调查受访者的数据。对所有收集到的数据进行统计分析（利用t检验和因子分析），以得出对消费者而言重要的因素，这些因素对于通过在线食品配送中介在线订购食品的消费者而言非常重要。

发现

结果表明，交付时间，服务质量，价格和交付食物的状况是构成直接影响在线交付食物成功的第一个因素。发现餐馆的种类和数量，菜单，送货跟踪服务和送货人员的态度是第二个因素，并被视为间接因素。

实际影响

在线食品订购已成为全球范围内一个新兴的行业，也是孟加拉国最近的一种现象。互联网的发展和可用性以及繁忙的生活日程，促使企业满足了消费者的另一个需求，即在消费者家门口提供食物的需求。更好地了解消费者的情况将有助于实现电子商务平台的全部潜力，因为它会影响经济，业务和人们的生活质量。

创意/价值

在线食品配送业务是新兴的并且正在增长，需要更多的研究以使院士和从业人员更好地理解。本文扩展了与在线食品配送业务相关的现有有限研究，并探讨了该行业中的消费者行为。从管理的角度看，本文有助于更广泛地了解消费者。