Factors influencing adoption of food delivery services: Insights from Portugal and China

Abstract

This dissertation aims to explore the key factors influencing the adoption of food delivery apps (FDAs) and to compare the differences between China and Portugal. The advent of digital and mobile technologies has rendered FDAs an integral component of consumers' quotidian lives. However, the drivers of adoption exhibit significant variation across diverse cultural and economic contexts. The present study draws upon the Technology Acceptance Model (TAM), the Unified Theory of Acceptance (UTAUT/UTAUT2), Task-Technology Fit (TTF), and Uses and Gratifications (U&G) theory, constructing an analytical framework encompassing six dimensions: technological, psychological, economic, social, experiential, and cultural. A quantitative methodology was employed, with a questionnaire survey of 600 participants from China and Portugal. The hypotheses were tested using partial least squares structural equation modeling (PLS-SEM). The findings indicate that design, TTF, price sensitivity, Generation and trust exert a negligible influence on adoption intention. Conversely, social influence, family structure, and the macroeconomic environment are found to be significant in both countries. Nevertheless, the direction and magnitude of the influence vary. It has been demonstrated that Chinese users are more motivated by delivery efficiency, and social recommendations. In contrast, Portuguese users are more influenced by economic and family factors, cultural differences exert a profound influence in this context. This study makes a significant contribution to the crosscultural literature on technology adoption and consumer behaviour. Furthermore, it provides practical insights for food delivery platforms to formulate differentiated strategies in different markets.