University students’ online food delivery (OFD) usage intention: Investigating the role of sensory marketing and perceived benefits
DOI:
https://doi.org/10.24200/jonus.vol9iss2pp297-317Abstract
Background and Purpose: The rising use of mobile phones in Malaysia has contributed significantly to the growing habit of purchasing food through online food delivery (OFD) service platforms. Sensory marketing, a strategic approach that appeals to the five human senses, is commonly employed through social media promotions using visually appealing advertisements and images to attract customers. This study investigates the role of sensory marketing (sight and touch) and perceived benefits (convenience and product variety) in predicting university students’ intentions to use OFD services.
Methodology: Structural equation modeling (SEM) was utilized to achieve the study’s objectives. Data were collected through a survey of 400 university students via the Google Form platform.
Findings: The results indicate that sensory marketing and perceived benefits significantly influence university students’ intentions to use OFD services. Among the factors, the "touch" element of sensory marketing emerged as the strongest predictor, followed by convenience (perceived benefits), product variety (perceived benefits), and sight (sensory marketing).
Contributions: This study enhances the existing literature on OFD usage intentions by providing insights into the influence of sensory marketing and perceived benefits. The findings offer practical implications for food service providers, highlighting areas for continuous improvement to meet consumer demands effectively.
Keywords: Sensory marketing, perceived benefits, online food delivery app.
References
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Akussah, C. S. (2019). Perceived benefits of online shopping and attitude formation of women shoppers in urban Ghana. Afribary. https://afribary.com/works/perceived-benefits-of-online-shopping-and-attitude-formation-of-women-shoppers-in-urban-ghana
Allagui, A., & Lemoine, J. (2008). Web interface and consumers’ buying intention in e-tailing: Results from an online experiment. European Advances in Consumer Research, 8, 24–30.
Anbumathi, R., Dorai, S., & Palaniappan, U. (2023). Evaluating the role of technology and non-technology factors influencing brand love in online food delivery services. Journal of Retailing and Consumer Services, 71, 103181.
Annaraud, K., & Berezina, K. (2020). Predicting satisfaction and intentions to use online food delivery: What really makes a difference? Journal of Foodservice Business Research, 23(4), 305–323.
Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91–110.
Azize, Ş., Cemal, Z., & Hakan, K. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190–11201.
Barrett, P. (2007). Structural equation modelling: Adjudging model fit. Personality and Individual differences, 42(5), 815-824.
Bhatti, A., & Rehman, S. U. (2019). Perceived benefits and perceived risks effect on online shopping behavior with the mediating role of consumer purchase intention in Pakistan. International Journal of Management Studies, 26(1), 33–54.
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94, 102777.
Cardello, A. V., & Wright, A. O. (2010). Issues and methods in consumer-led development of
foods processes by innovative technologies. In J. Ahmed, H.S. Ramaswamy, S. Kasapis, & J.I. Boyle (Eds), Novel food processing: Effects on rheological and functional properties (pp. 337-371). CRC Press.
Cho, M., Bonn, M. A., & Li, J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108–116.
Chin, Y. Y. (2009). The study of repurchase intentions in experiential marketing – An empirical study of the franchise restaurant. International Journal of Organizational Innovation, 2(2), 245–261.
Cohen, L., Manion, L., & Morrison, K. (2013). Research methods in education. Routledge.
Creswell, J. W. (2009). Mapping the field of mixed methods research. Sage Publications.
Diamantopoulos, A., Riefler, P., & Roth, K. P. (2008). Advancing formative measurement models. Journal of Business Research, 61(12), 1203-1218.
Erenkol, A. D. (2015). Sensory marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1–23.
Fahrur Riza, A., Marlina Wijayanti, D., Sunan Kalijaga Yogyakarta, U., & Mengutip, C. (2017). The triangle of sensory marketing model: Does it stimulate brand experience and loyalty. Esensi: Jurnal Bisnis dan Manajemen, 8(1), 57–66.
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55–75.
Haase, J., Wiedmann, K-P., Bettels, J., & Labenz, F. (2018). How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing. British Food Journal, 120(8), 1792-1806.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. Prentice Hall
Hair, J. F., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2008). Essentials of marketing research. McGrawHill/Higher Education.
Han, H., Lee, K.-S., Song, H., Lee, S., & Chua, B.-L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35.
Harn, A. C. P., Khatibi, A., & Ismail, H. (2006). E-commerce: A study on online shopping in Malaysia. Journal of Social Sciences, 13(3), 231–242.
Hasan, S., Shohag, M. I. H., Chowdhury, I. U., Miswar, R., & Ashaduzzaman, M. (2023). From eating out to online food ordering amid COVID-19: A case of food delivery apps. International Journal of Knowledge Management in Tourism and Hospitality, 3(1), 50-68.
Huck, S. W., Cormier, W. H., & Bounds Jr, W. G. (1974). T tests, one-way analysis of variance, and multiple comparison procedures. Harper Collins.
Hultén, B. (2011). Sensory marketing: The multi‐sensory brand‐experience concept. European Business Review, 23(3), 256–273.
Hong, C., Choi, E. K. C., & Joung, H. W. D. (2023). Determinants of customer purchase intention toward online food delivery services: The moderating role of usage frequency. Journal of Hospitality and Tourism Management, 54, 76-87.
Katta, R. M. R., & Patro, C. S. (2017). Influence of perceived benefits on consumers’ online purchase behaviour: An empirical study. International Journal of Sociotechnology and Knowledge Development, 9(3), 38–64.
Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 43, 342–351.
Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: The moderating roles of customers’ prior experience and gender. Anatolia, 31(4), 523–535.
Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in integral shopping. Psychology and Marketing, 25(2), 146-178.
Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4(2), 20–29.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.
LaMorte, W. W. (2019,). The theory of planned behavior. Boston University School of Public Health.
Lau, T. C., & Ng, D. C. Y. (2019). Online food delivery services: Making food delivery the new normal. Journal of Marketing Advances and Practices, 1(1), 65–79.
Lee, E. H., Nelson, M., Shelvin, R., & Slowiczek, L. (2018). Nose anatomy, function & diagram. Body Maps. https://www.healthline.com/human-body-maps/nose#1
Lee, D., Moon, J., Kim, Y. J., & Yi, M. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information and Management, 52(3), 295–304.
Lee, J., & Lim, H. (2023). Visual aesthetics and multisensory engagement in online food delivery services. International Journal of Retail & Distribution Management, 51(7), 1-17.
Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 5528.
Maiyaki, A. A., & Mokthar, S. (2016). Correlates of consumer buying behaviour. International Journal of Management and Applied Science, 2(1), 12–18.
Moondra, C., Kumar Mangwani, H., Deshpande, K., Singh Bundela, A., & Namdev, K. (2020).
Impact of online food delivery on customers. International Research Journal of Engineering and Technology, 7(4), 2362–2364.
Nunnally, J. (1978). Psychometric theory. McGraw-Hill.
Oktriana, P. M. (2019). The effect of experiential marketing and psychological pricing on repurchase intention of customers in store X. Russian Journal of Agricultural and Socio-Economic Sciences, 8(92), 214-218.
Pasharibu, Y., Paramita, E. L., & Gea, S. (2018). The effect of online customer experience towards repurchase intention. International Journal of Supply Chain Management, 7(5), 548-558.
Pang, V. (2017). We visited Foodpanda Malaysia. Conclusion? We never want to run a food delivery startup. Vulcan Post. https://vulcanpost.com/600797/foodpanda-malaysia-behind-the-scenes-fooddelivery
Pal, D., Funilkul, S., Eamsinvattana, W., & Siyal, S. (2022). Using online food delivery applications during the Covid-19 lockdown period: What drives university students’ satisfaction and loyalty? Journal of Foodservice Business Research, 25(5), 561-605.
Patro, C. S. (2019). Influence of perceived benefits and risks on consumers’ perceived value in online shopping. International Journal of Applied Behavioral Economics, 8(3), 12–36.
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H. S. (2022). Online food delivery services and consumers' purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105, 103275.
Poon, W. C., & Tung, S. E. H. (2022). The rise of online food delivery culture during the COVID-19 pandemic: An analysis of intention and its associated risk. European Journal of Management and Business Economics, 33(1), 54-73.
Poon, W. C., & Tung, S. E. H. (2023). Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia. Journal of Foodservice Business Research, 26(2), 381-401.
Perumal, S., Ali, J., & Shaari, H. (2021). Exploring nexus among sensory marketing and repurchase intention: Application of S-O-R Model. Management Science Letters, 11(5), 1527-1536.
Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.
Razi, F. F., & Iajevardi, M. (2016). Sense marketing, experiential marketing, customer satisfaction and repurchase intention. Journal of Marketing and Consumer Research, 21, 67–73.
Relander, B. (2015). Sensory marketing: What it is and why you need it. Social Media Today. https://www.socialmediatoday.com/marketing/2015-02-24/sensory-marketingwhat -it-and-why-you-need-91
Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences (2nd ed.). Holt Rinehart and Winston.
Steiger, J. H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual Differences, 42(5), 893-898.
Sudman, S. (1976). Applied sampling. Academic Press.
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Allyn & Bacon.
Tanadi, T., Samadi, B., & Gharleghi, B. (2015). The impact of perceived risks and perceived benefits to improve an online intention among generation-Y in Malaysia. Asian Social Science, 11(26), 226-238.
Taylor, S. (2021). Campus dining goes mobile: Intentions of college students to adopt a mobile food-ordering app. Journal of Foodservice Business Research, 24(2), 121-139.
Valenti, C., & Riviere, J. (2008). The concept of sensory marketing [Marketing dissertation]. Högskolan i Halmstad.
Vrontis, D., Ktoridou, D., & Melanthiou, Y. (2007). Website design and development as an effective and efficient promotional tool: A case study in the hotel industry in Cyprus. Journal of Website Promotion, 2(3–4), 125–139.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162.
Yew, J. L. K., & Kamarulzaman, Y. (2020). Effects of personal factors, perceived benefits and shopping orientation on online shopping behavior in Malaysia. International Journal of Economics, Management and Accounting, 28(2), 327–360.
Akussah, C. S. (2019). Perceived benefits of online shopping and attitude formation of women shoppers in urban Ghana. Afribary. https://afribary.com/works/perceived-benefits-of-online-shopping-and-attitude-formation-of-women-shoppers-in-urban-ghana
Allagui, A., & Lemoine, J. (2008). Web interface and consumers’ buying intention in e-tailing: Results from an online experiment. European Advances in Consumer Research, 8, 24–30.
Anbumathi, R., Dorai, S., & Palaniappan, U. (2023). Evaluating the role of technology and non-technology factors influencing brand love in online food delivery services. Journal of Retailing and Consumer Services, 71, 103181.
Annaraud, K., & Berezina, K. (2020). Predicting satisfaction and intentions to use online food delivery: What really makes a difference? Journal of Foodservice Business Research, 23(4), 305–323.
Arora, N., & Aggarwal, A. (2018). The role of perceived benefits in formation of online shopping attitude among women shoppers in India. South Asian Journal of Business Studies, 7(1), 91–110.
Azize, Ş., Cemal, Z., & Hakan, K. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190–11201.
Barrett, P. (2007). Structural equation modelling: Adjudging model fit. Personality and Individual differences, 42(5), 815-824.
Bhatti, A., & Rehman, S. U. (2019). Perceived benefits and perceived risks effect on online shopping behavior with the mediating role of consumer purchase intention in Pakistan. International Journal of Management Studies, 26(1), 33–54.
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94, 102777.
Cardello, A. V., & Wright, A. O. (2010). Issues and methods in consumer-led development of
foods processes by innovative technologies. In J. Ahmed, H.S. Ramaswamy, S. Kasapis, & J.I. Boyle (Eds), Novel food processing: Effects on rheological and functional properties (pp. 337-371). CRC Press.
Cho, M., Bonn, M. A., & Li, J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108–116.
Chin, Y. Y. (2009). The study of repurchase intentions in experiential marketing – An empirical study of the franchise restaurant. International Journal of Organizational Innovation, 2(2), 245–261.
Cohen, L., Manion, L., & Morrison, K. (2013). Research methods in education. Routledge.
Creswell, J. W. (2009). Mapping the field of mixed methods research. Sage Publications.
Diamantopoulos, A., Riefler, P., & Roth, K. P. (2008). Advancing formative measurement models. Journal of Business Research, 61(12), 1203-1218.
Erenkol, A. D. (2015). Sensory marketing. Journal of Administrative Sciences and Policy Studies, 3(1), 1–23.
Fahrur Riza, A., Marlina Wijayanti, D., Sunan Kalijaga Yogyakarta, U., & Mengutip, C. (2017). The triangle of sensory marketing model: Does it stimulate brand experience and loyalty. Esensi: Jurnal Bisnis dan Manajemen, 8(1), 57–66.
Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of a scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55–75.
Haase, J., Wiedmann, K-P., Bettels, J., & Labenz, F. (2018). How to best promote my product? Comparing the effectiveness of sensory, functional and symbolic advertising content in food marketing. British Food Journal, 120(8), 1792-1806.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis. Prentice Hall
Hair, J. F., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2008). Essentials of marketing research. McGrawHill/Higher Education.
Han, H., Lee, K.-S., Song, H., Lee, S., & Chua, B.-L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35.
Harn, A. C. P., Khatibi, A., & Ismail, H. (2006). E-commerce: A study on online shopping in Malaysia. Journal of Social Sciences, 13(3), 231–242.
Hasan, S., Shohag, M. I. H., Chowdhury, I. U., Miswar, R., & Ashaduzzaman, M. (2023). From eating out to online food ordering amid COVID-19: A case of food delivery apps. International Journal of Knowledge Management in Tourism and Hospitality, 3(1), 50-68.
Huck, S. W., Cormier, W. H., & Bounds Jr, W. G. (1974). T tests, one-way analysis of variance, and multiple comparison procedures. Harper Collins.
Hultén, B. (2011). Sensory marketing: The multi‐sensory brand‐experience concept. European Business Review, 23(3), 256–273.
Hong, C., Choi, E. K. C., & Joung, H. W. D. (2023). Determinants of customer purchase intention toward online food delivery services: The moderating role of usage frequency. Journal of Hospitality and Tourism Management, 54, 76-87.
Katta, R. M. R., & Patro, C. S. (2017). Influence of perceived benefits on consumers’ online purchase behaviour: An empirical study. International Journal of Sociotechnology and Knowledge Development, 9(3), 38–64.
Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 43, 342–351.
Kim, W. H., Lee, S. H., & Kim, K. S. (2020). Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: The moderating roles of customers’ prior experience and gender. Anatolia, 31(4), 523–535.
Kim, M., & Lennon, S. (2008). The effects of visual and verbal information on attitudes and purchase intentions in integral shopping. Psychology and Marketing, 25(2), 146-178.
Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-cultural differences in perceived risk of online shopping. Journal of Interactive Advertising, 4(2), 20–29.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.
LaMorte, W. W. (2019,). The theory of planned behavior. Boston University School of Public Health.
Lau, T. C., & Ng, D. C. Y. (2019). Online food delivery services: Making food delivery the new normal. Journal of Marketing Advances and Practices, 1(1), 65–79.
Lee, E. H., Nelson, M., Shelvin, R., & Slowiczek, L. (2018). Nose anatomy, function & diagram. Body Maps. https://www.healthline.com/human-body-maps/nose#1
Lee, D., Moon, J., Kim, Y. J., & Yi, M. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information and Management, 52(3), 295–304.
Lee, J., & Lim, H. (2023). Visual aesthetics and multisensory engagement in online food delivery services. International Journal of Retail & Distribution Management, 51(7), 1-17.
Li, C., Mirosa, M., & Bremer, P. (2020). Review of online food delivery platforms and their impacts on sustainability. Sustainability, 12(14), 5528.
Maiyaki, A. A., & Mokthar, S. (2016). Correlates of consumer buying behaviour. International Journal of Management and Applied Science, 2(1), 12–18.
Moondra, C., Kumar Mangwani, H., Deshpande, K., Singh Bundela, A., & Namdev, K. (2020).
Impact of online food delivery on customers. International Research Journal of Engineering and Technology, 7(4), 2362–2364.
Nunnally, J. (1978). Psychometric theory. McGraw-Hill.
Oktriana, P. M. (2019). The effect of experiential marketing and psychological pricing on repurchase intention of customers in store X. Russian Journal of Agricultural and Socio-Economic Sciences, 8(92), 214-218.
Pasharibu, Y., Paramita, E. L., & Gea, S. (2018). The effect of online customer experience towards repurchase intention. International Journal of Supply Chain Management, 7(5), 548-558.
Pang, V. (2017). We visited Foodpanda Malaysia. Conclusion? We never want to run a food delivery startup. Vulcan Post. https://vulcanpost.com/600797/foodpanda-malaysia-behind-the-scenes-fooddelivery
Pal, D., Funilkul, S., Eamsinvattana, W., & Siyal, S. (2022). Using online food delivery applications during the Covid-19 lockdown period: What drives university students’ satisfaction and loyalty? Journal of Foodservice Business Research, 25(5), 561-605.
Patro, C. S. (2019). Influence of perceived benefits and risks on consumers’ perceived value in online shopping. International Journal of Applied Behavioral Economics, 8(3), 12–36.
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H. S. (2022). Online food delivery services and consumers' purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105, 103275.
Poon, W. C., & Tung, S. E. H. (2022). The rise of online food delivery culture during the COVID-19 pandemic: An analysis of intention and its associated risk. European Journal of Management and Business Economics, 33(1), 54-73.
Poon, W. C., & Tung, S. E. H. (2023). Consumer risk perception of online food delivery during the COVID-19 Movement Control Order (MCO) in Malaysia. Journal of Foodservice Business Research, 26(2), 381-401.
Perumal, S., Ali, J., & Shaari, H. (2021). Exploring nexus among sensory marketing and repurchase intention: Application of S-O-R Model. Management Science Letters, 11(5), 1527-1536.
Petit, O., Velasco, C., & Spence, C. (2019). Digital sensory marketing: Integrating new technologies into multisensory online experience. Journal of Interactive Marketing, 45, 42-61.
Razi, F. F., & Iajevardi, M. (2016). Sense marketing, experiential marketing, customer satisfaction and repurchase intention. Journal of Marketing and Consumer Research, 21, 67–73.
Relander, B. (2015). Sensory marketing: What it is and why you need it. Social Media Today. https://www.socialmediatoday.com/marketing/2015-02-24/sensory-marketingwhat -it-and-why-you-need-91
Roscoe, J. T. (1975). Fundamental research statistics for the behavioral sciences (2nd ed.). Holt Rinehart and Winston.
Steiger, J. H. (2007). Understanding the limitations of global fit assessment in structural equation modeling. Personality and Individual Differences, 42(5), 893-898.
Sudman, S. (1976). Applied sampling. Academic Press.
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Allyn & Bacon.
Tanadi, T., Samadi, B., & Gharleghi, B. (2015). The impact of perceived risks and perceived benefits to improve an online intention among generation-Y in Malaysia. Asian Social Science, 11(26), 226-238.
Taylor, S. (2021). Campus dining goes mobile: Intentions of college students to adopt a mobile food-ordering app. Journal of Foodservice Business Research, 24(2), 121-139.
Valenti, C., & Riviere, J. (2008). The concept of sensory marketing [Marketing dissertation]. Högskolan i Halmstad.
Vrontis, D., Ktoridou, D., & Melanthiou, Y. (2007). Website design and development as an effective and efficient promotional tool: A case study in the hotel industry in Cyprus. Journal of Website Promotion, 2(3–4), 125–139.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162.
Yew, J. L. K., & Kamarulzaman, Y. (2020). Effects of personal factors, perceived benefits and shopping orientation on online shopping behavior in Malaysia. International Journal of Economics, Management and Accounting, 28(2), 327–360.
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2024-07-31
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University students’ online food delivery (OFD) usage intention: Investigating the role of sensory marketing and perceived benefits. (2024). Journal of Nusantara Studies (JONUS), 9(2), 297-317. https://doi.org/10.24200/jonus.vol9iss2pp297-317
