Investigating The University Students' Online Food Ordering Behaviour By Technology Acceptance Model/Üniversite Ögrencilerinin Online Yemek Siparisi Davranislarinin Teknoloji Kabul Modeliyle Arastirilmasi

In this study, it is aimed to reveal the factors affecting the university students' attitudes and behaviours towards online food orders by Technology Acceptance Model (TAM) which is adapted to online food ordering. For this purpose, a questionnaire was applied to 300 students who study at Osmangazi and Anadolu Universities in Eskisehir in May 2014. In data analysis, in order to evaluate the adoptation of the model and to reveal the relationship between factors that are affecting the university students' attitudes and behaviours towards online food orders Structural Equation Model (SEM) was used. Besides, in order to investigate the structure of relationship between students' demographic qualities and sub-dimensions of online food ordering, CHAID analysis which is one of the algorithms of decision tree was applied. According to the results of Structural Equations Model, it is concluded that perceived benefit and perceived ease of use has positive impact on the attitude toward behaviour. Also, it is concluded that attitude toward behaviour and personal norms have additive effect on the number of students' online food ordering. According to CHAID analysis result, the factors such as, the average number of food orders per month, the time started to use the internet, the state of being aware of the online food websites, enrolled university and fathers' education level have influence on online food ordering.