Occupational moderation in food delivery platforms: a UTAUT-based analysis of consumer purchase intentions

Purpose: This study investigates the moderating effects of consumers’ occupations on their purchase intentions (PIs) for food takeout services using a modified unified theory of acceptance and use of technology model. It evaluates how different occupations influence the relationships between social influence (SI), expectation confirmation (EC), facilitating conditions (FC) and PI. Design/methodology/approach: The study collected data from individuals in various occupations, including technical/associate professionals, executives/professionals, administrative/service workers and manual/operative workers. The data were analyzed using structural equation modeling, while hierarchical analysis assessed how occupation moderated the relationships between latent variables (SI, EC and FC) and PI. Findings: Different occupations have a certain moderating effect on the relationships between SI/EC/FC and PI. For the technical and associate professionals and manual and operative occupations, the moderating effect of FC on PI is stronger than that of EC and SI. For executives and professionals and administrative and service occupations, the moderating effect of EC on PI is stronger than that of SI and FC. Originality/value: This study provides new insights into how occupational differences influence consumer behavior in the context of online food ordering services. The results expand the application of the unified theory of acceptance and use of technology model and the understanding of the influence of occupation on consumer’ behavior.