Investigating the Challenges in Food Ordering Systems Affecting Consumers’ Purchase Intentions

Abstract

The speedy growth of food ordering systems (FOS) has transformed customer behaviour towards the food industry. Various key challenges hinder the customers' purchase intention system, despite its numerous advantages. The present study aims(1) to identify the key challenges in food ordering systems that affect customers’ purchase intentions and (2) to prioritize these identified challenges using the Spherical Fuzzy- Bayesian Best Worst Method (SF-BBWM).This study uses the critical success factor theory to investigate the key challenges for food ordering systems through an extensive literature review and expert inputs. The image and environmental challenges are found to be the most significant challenges that influence customer purchase intentions over food ordering systems. .The detailed implications of this study are discussed along with the directions for future research.