Beyond convenience: exploring factors influencing online food delivery services adoption and willingness to pay

The online food delivery service (OFDS) sector has expanded rapidly, becoming integral to modern lifestyles and reshaping dining habits. This study investigates factors influencing consumers’ willingness to pay (WTP) for OFDS, based on survey data from ready-to-eat food consumers. Using regression analysis and Average Marginal Effects (AMEs), the study explores socio-demographic traits, behavioral patterns, and service preferences. Results indicate that younger, urban, higher-income individuals and smaller households are more likely to adopt OFDS. WTP is driven by routine ordering, social motivations, and service quality, particularly timely delivery. Findings provide practical guidance for platforms and restaurants to optimize strategies.