Beyond Taste: Exploring the Allure of Hedonistic and Pragmatic Factors in Malaysian OFDS Repurchase Intentions

Abstract

The online food delivery industry has become an integral part of modern-day markets. However, the sustainability of what is known as online food delivery services (OFDS) remains ambiguous. Despite this, there is currently no definitive consumer behavior model applicable to OFDS consumers. Recently, the concept of User-Centered Design (UCD) has gained popularity in UI/UX design and implementation for digital products and services like OFDS. Alongside this trend, insights from hedonic and pragmatic attractions have emerged, along with research implications of consumer traits and values that may influence the OFDS consumer market. Multiple linear regression analysis revealed that all proposed UCD elements were not significant predictors of repurchase intentions among OFDS consumers. Conversely, hedonic attractions emerged as a significant predictor of repurchase intentions, whereas pragmatic attractions did not demonstrate such significance. Furthermore, consumer traits and values did not significantly moderate the relationships leading to repurchase intentions within the proposed model. These findings underscore that, for Malaysian OFDS consumers, UCD elements do not strongly predict repurchase intentions. However, hedonic attractions significantly influence repurchase intentions, indicating that Malaysian OFDS consumers respond more positively when their hedonic needs are met through UI/UX design. Conversely, pragmatic attractions do not play a significant role in repurchase intentions for Malaysian consumers. Additionally, consumer traits and values do not impact repurchase intentions within the OFDS market in Malaysia.