TECHNOLOGY ACCEPTANCE MODEL IN CONTEXT WITH ONLINE FOOD ORDERING AND DELIVERY SERVICES: AN EXTENDED CONCEPTUAL FRAMEWORK

Online Food Ordering and Delivery Service is an emerging business in today's world. Like e-commerce business these food-tech companies totally depend on technological platforms. Technological Acceptance Model (TAM) is developed to study the acceptance of new technology from owners and user's point of view (Davis, 1989; Davis, Bagozzi, & Warshaw, 1989). There is always a mixed reaction of users when they interact with new systems or technologies because of complexities and uncertainties. When it comes to acceptance of new technologies, TAM comprise of two variables- ease of use and usefulness of new technologies. This study is carried out to extend the original TAM framework by considering other factors which plays a vital role in study of acceptance of new technology. These factors are attitude, behavioral intentions and their impact on purchasing decision. Online food ordering and delivery services are operated by user through website or mobile app. The usefulness of technology can be studied by using extended TAM and ease of usefulness can also be studied when user or customer interact with websites and mobile apps. This extended TAM may not be fit in other systems because the factors like intangibility, perishability, urgency etc. in food ordering and delivery service may not be identical in different verticals of e- commerce.