University of Ibadan Undergraduates’ Disposition towards Online Food Delivery Services
Year: 2025
Type: article
Study design: Observational Study
Abstract: The rapid advancement of technology and e-commerce has transformed various sectors, including Online Food Delivery (OFD) services causing significant shifts in consumer behavior. However, existing research has predominantly focused on specific aspects of Online Food Delivery and consumer behavior, leaving a notable gap in understanding the unique behaviors of undergraduate students, a demographic with high potential to transform the adoption of OFD services into a cultural norm. Guided by the Technology Acceptance Model and the Theory of Reasoned Action, this study investigates the disposition of undergraduate students at the University of Ibadan towards OFD services, examining the influence of factors such as technology acceptance, social norms, convenience, income, gender, academic level, as well as their expectations, experiences, and satisfaction judgments. A structured survey was administered to a representative sample of 419 undergraduate students across all 9 undergraduate halls, selected using stratified random sampling. Data were analyzed using both descriptive and inferential statistics. The findings show that while 98% of students have internet access and are familiar with OFD platforms, 32% have never used them. Key barriers to adoption include high costs of food and associated charges, perceived disproportionate portion sizes, health and hygiene concerns, and the environmental impact of takeaway pack. Although the majority of respondents express a preference for home-cooked meals, they also view OFD services as a friendship and status symbol. Over 60% of students would be more inclined to use OFD services if costs are reduced, regular discounts are offered, app usability improves, and delivery speed increases. Health complications, late delivery, food tampering, inaccurate order are some highlights of the mixed experiences noted by respondents. Majority (46%) of respondents expressed moderate satisfaction. The implications of these findings are crucial for developing targeted strategies that will drive increased adoption, satisfaction, and loyalty among undergraduate students. For OFD platforms operating in the Ibadan metropolitan area, the study suggests actionable recommendations addressing cost, delivery efficiency, hygiene, and environmental concerns.
Author: Charles Tomiwa Akintola
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412600997