Click to eat: understanding users’ behavioral intentions

The rapid growth of food delivery apps in Malaysia reflects changing consumer behaviors driven by technological advancements and life style shifts. This study explores the key factors influencing Malaysians' behavioral intention to use food delivery platforms such as Food Panda and Grab Food. Findings highlight the importance of appusability, perceived price fairness, time-saving benefits, and social influence in shaping user decisions. As the market expands, understanding these motivations is essential for service providers aiming to enhance user satisfaction and loyalty. By aligning services with user expectations, companies can build stronger relationships and maintain a competitive edge in the evolving digital landscape.