A study on tam: analysis of customer attitudes in online food ordering system

Abstract

While e-commerce is rapidly spreading around the world, the food industry also began to take its' place in this growing area. The purpose of this study is to investigate the factors that influence the attitude of internet users towards online food ordering in Turkey among university students. It uses the Technology Acceptance Model (TAM) (Davis, 1986) as a theoretical grounding to study adoption of using the Web environment for ordering food. In addition to TAM; Trust, Innovativeness and External Influences are added to the model as main factors that influence internet users attitudes. The research universe is composed of undergraduate and graduate students. Studying a homogeneous group allows us to overcome potential side effects of studying a heterogeneous group with diverse internet usage habits. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Arasli