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.
