Assessing Customer’s Behavioral Intention to Participate in Online Food Ordering System: The Mediating Role of Hedonic Motivation

This study examines customers’ behavioral intention (BI) to use online food ordering (OFO) systems in Saudi Arabia as an emerging tourism destination. Integrating the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Perceived Risk Theory (PRT), the research analyzes how functional, affective, and risk-related factors influence adoption. Specifically, the study investigates the effects of time-saving orientation (TSO), convenience motivation (CM), and privacy and security (PS) on BI, with hedonic motivation (HM) as a mediating mechanism. Data from 657 experienced Saudi OFO users were analyzed using PLS-SEM. Results indicate that TSO, CM, and PS significantly influence BI. Furthermore, HM partially mediates these relationships, suggesting emotional enjoyment complements functional and risk-based evaluations. Theoretically, this research clarifies HM’s mediating role within the Saudi socio-cultural context. Practically, the findings highlight the necessity of operational efficiency, culturally appropriate convenience, trust-enhancing privacy measures, and engaging platform design for sustained usage. The study’s implications are crucial in enriching hospitality research, theory, and practices as stakeholders, marketers, and managers with knowledge and insights by delineating the benefits of implementing an online ordering system. The results also drive future behavioral research in online community business, tourism, hospitality, and services.