The study employed two theories, the technology acceptance model (TAM) and the Attention-Interest-Desire-Action (AIDA) model, to provide an understanding of the process of consumers accepting an on-demand food-delivery app, and to establish the effect of marketing communication on outcomes related to consumer behavior. A conceptual model and hypotheses were developed by combining the key constructs of the two models to predict behavioral intentions. Findings revealed the attention and interest in the AIDA model related strongly to the salient behavioral beliefs of TAM, perceived usefulness and perceived ease of use. Thus, it can be concluded that marketing communication acts as an external element in the process of accepting new innovations. Besides, it was confirmed that attitude towards the adoption of new technology acts as a mediator that promotes desire for the app. From the disciplines of information system and marketing communication, the study suggests an innovative approach to incorporating models.

这项研究采用了两种理论，即技术接受模型（TAM）和注意-兴趣-行动（AIDA）模型，以了解消费者接受按需交付食物的应用的过程，并建立消费者接受食物的应用程序。营销传播对与消费者行为相关的结果的影响。通过组合两个模型的关键构造来预测行为意图，开发了概念模型和假设。研究结果表明，对AIDA模型的关注和兴趣与TAM的突出行为信念，有用性和易用性密切相关。因此，可以得出结论，在接受新的创新过程中，营销传播是外部因素。除了，可以肯定的是，对于采用新技术的态度充当了促进对应用程序的渴望的中介。从信息系统和营销传播的学科出发，该研究提出了一种创新的方法来整合模型。