Consumer Acceptance Of The Use Of Artificial Intelligence In Online Food Delivery Service: Evidence From Delhi/Ncr

Abstract

Artificial Intelligence (AI) has emerged as a disruptive innovation, accelerating digital transformation and reshaping food ordering and delivery systems. This study explores the predictors of consumers’ intention to adopt AI-driven online food delivery services (AIOFDS), extending the Technology Readiness and Acceptance Model by incorporating AI-specific constructs such as customization and interactivity. AI-powered features—chatbots, recommendation engines, image recognition, and personalized checkout—enhance user experiences and streamline processes. Data were collected from 587 respondents in Delhi/NCR through convenient sampling (Jan–Mar 2024) and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess measurement and structural models. Findings indicate that insecurity negatively influences perceived usefulness, while discomfort reduces ordering intention. Conversely, innovativeness, perceived ease of use, perceived usefulness, customization, and interactivity significantly predict ordering intention. The study provides both academic and managerial implications, highlighting how businesses can leverage AI-based features to design effective strategies, improve customer engagement, and enhance competitiveness in the retail and technology-driven marketplace.