Predicting Youngster’s Attitude towards Online Food Delivery
DOI:
https://doi.org/10.21632/irjbs.12.3.289-299Keywords:
Affective, Attitude, Behavioral, Cognitive, SEMAbstract
Attitude has been a very significant topic in the area of consumer research owing to the role it plays in consumer decision making process. Literatures have identified various models that can measure attitude; for this research ABC model of attitude was used. The purpose of this study was to measure the attitude of respondents for OFD and their by analyzing the impact of each component of ABC model on Attitude creation. The data was collected from 368 youngsters using a structured questionnaire. Using SPSS 21, computer
software the type of attitude was measured and for achieving second objective AMOS 21.0 software was used. Once the model fit was achieved using AMOS 21.0 the structured equation modeling was performed. The investigation revealed that youngsters have moderately positive attitude towards Online Food Delivery (OFD) and it was the affective component of attitude that had the highest influence on attitude creation.
References
Bagozzi, R.P., Tybout, M., Craig, S. and Sternthal, B. 1979. “The Construct Validity of the Tripartite Classification of Attitudes” Journal of Marketing Research, (16:1), pp. 88-95.
Bohner, G. and Dickel, N. 2011. „Attitudes and Attitude Change”, Annual Review of Psychology, 62, pp. 1- 21.
Bommanahalli. M. (2015, March 18). How Has Online Food Ordering Changed The Way Indians Eat? Retrieved April 8, 2019, from https://blog.grabon.in/how-has-online-food-ordering-changed-the-way-indians-eat/
Breckler, S.J. 1984. “Empirical validation of affect, behavior, and cognition as distinct components of attitude”, Journal of Personality and Social Psychology, (47), pp. 1191-1205.
Eagly, A. and Chaiken, S. 1993. The Psychology of Attitudes, Belmont USA: Wadsworth.
George, D., & Mallery, P. (2003). SPSS for Windows step by step: A simple guide and reference. 11.0 update (4th ed.). Boston: Allyn & Bacon.
Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Midwest Research-to-Practice Conference in Adult, Continuing, and Community Education.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. and Tatham, R.L. (2010), Multivariate Data Analysis, Pearson Prentice Hall, Upper Saddle River, NJ.
Hirschberg, C. et.al. (2016, November). The changing market for food delivery. Retrieved August 8, 2018, from https://www.mckinsey.com/industries/high-tech/our-insights/the-changing-market-for-food-delivery
Jain, V. (2014). 3D model of attitude. International Journal of Advanced Research in Management and Social Sciences, 3(3), 1-12.
Krönung, J., & Eckhardt, A. (2011). Three classes of attitude and their implications for IS research. Online Food Service in India: An Analysis. (n.d.). Retrieved March 13, 2019, from https://theaims.ac.in/resources/online-foodservice-in-india-an-analysis.html
Peermohamed, A. (2018, January 30). India’s online food ordering sector growing at 15% every quarter: RedSeer. Retrieved
February 4, 2019, from https://www.business-standard.com/article/companies/india-s-online-food-ordering-sectorgrowing-at-15-every-quarter-redseer-118012901417_1.html
Downloads
Submitted
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Anupama Chirag Dave, Rinky Trivedi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Journal Author(s) Rights
For IRJBS to publish and disseminate research articles, we need publishing rights (transferred from the author(s) to the publisher). This is determined by a publishing agreement between the Author(s) and IRJBS. This agreement deals with the transfer or license of the copyright of publishing to IRJBS, while Authors still retain significant rights to use and share their own published articles. IRJBS supports the need for authors to share, disseminate and maximize the impact of their research and these rights, in any databases.
As a journal Author, you have rights to many uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in IRJBS journals have comprehensive rights to use their works for teaching and scholarly purposes without needing to seek permission, including:
- use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees;
- use for internal training by the author's company;
- distribution to colleagues for their research use;
- use in a subsequent compilation of the author's works;
- inclusion in a thesis or dissertation;
- reuse of portions or extracts from the article in other works (with full acknowledgment of the final article);
- preparation of derivative works (other than commercial purposes) (with full acknowledgment of the final article);
- voluntary posting on open websites operated by the author or the author’s institution for scholarly purposes,
(But it should follow the open access license of Creative Common CC-by-SA License).
Authors/Readers/Third Parties can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially. Still, they must give appropriate credit (the name of the creator and attribution parties (authors' detail information), a copyright notice, an open access license notice, a disclaimer notice, and a link to the material), provide a link to the license, and indicate if changes were made (Publisher indicates the modification of the material (if any) and retain an indication of previous modifications.
Authors/Readers/Third Parties can read, print and download, redistribute or republish the article (e.g. display in a repository), translate the article, download for text and data mining purposes, reuse portions or extracts from the article in other works, sell or re-use for commercial purposes, remix, transform, or build upon the material, they must distribute their contributions under the same license as the original Creative Commons Attribution-ShareAlike (CC BY-SA).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
