What cultural value expressions does food delivery consumption afford Malaysian urbanites?

Food preparation and consumption are deeply tied to cultural heritage and serve as a medium for expressing personal values. The advent of online food delivery (OFD) services has therefore had a considerable impact on consumers’ food habits. In this study, we aimed to examine the factors shaping urban residents’ attitudes toward OFD services in Malaysia with a particular focus on the influence of cultural value orientation. Our research framework integrated Hofstede’s cultural value dimensions and key elements of the information system success model (ISSM) to offer a holistic perspective. We designed an online questionnaire to collect data from 269 urban OFD users in Malaysia with diverse backgrounds. The data were analyzed using partial least squares structural equation modeling. The study findings revealed that collectivism and indulgence were impactful cultural values that significantly influenced the respondents’ attitudes toward OFD services, while ISSM factors of service and system quality emerged as crucial technological factors. Overall, these findings underscore the importance of considering individual value orientations in conjunction with technological factors when predicting users’ attitudes toward food delivery innovations.

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