Exploring Convenience Motivation in the Using Delivery Service Intention

ABSTRACT

Conditions during the COVID-19 pandemic resulted in social restrictions that did not allow a person to shop physically. So the delivery service is the biggest alternative to buying various basic needs, including food. This research aims to determine what factors can affect customer acceptance of delivery services, especially in terms of technology use behaviour such as convenience, hedonic motivation, experience and price saving orientation. Questionnaire items are distributed online via a Microsoft form with structured questions. The number of respondents who were successfully collected was 114 respondents. Then the data that has been collected is analyzed and processed using the SEM PLS method with the help of Smartpls 3.0. The results show that convenience motivation has the most significant direct impact on Behavioral Intention towards delivery services. Meanwhile, hedonic motivation, time-saving orientation, and prior online purchase experience significantly impact customer convenience in delivery services. Nevertheless, the price saving orientation does not show any significant results. This finding shows that one's convenience factor is not aligned with customer orientation in considering saving. Customers prioritize shopping online on the ease of time and experience that will be obtained by using the delivery service.