Online Food Delivery and Consumer Health Behavior in a Smart Society Context

Abstract

The rapid growth of online food delivery (OFD) platforms has fundamentally altered daily food consumption routines, embedding purchasing decisions within mobile human–computer interaction (HCI) systems operating within digitally integrated societies. Whereas earlier scholarship tended to concentrate on adoption-related drivers such as perceived usefulness and ease of use, relatively little attention has been devoted to understanding how interface architecture, incentive structures, and accumulated user interactions together steer health-relevant consumer choices. The present study investigates the extent to which convenience and health concerns shape OFD purchasing behavior, and assesses the moderating contributions of promotional incentives and consumption habit. A quantitative, cross-sectional approach was adopted, drawing on responses from 351 active OFD users based in Jakarta, Indonesia. Partial Least Squares Structural Equation Modeling (PLS-SEM) served as the analytical method. Results confirm that both predictors exert a statistically significant influence on purchasing behavior. Promotional stimuli are found to amplify convenience effects, whereas habitual usage both intensifies convenience-driven purchasing and attenuates the salience of health concerns. In doing so, the research advances existing knowledge by integrating consumer behavior theory with HCI and smart society perspectives, demonstrating that OFD platforms operate not merely as transactional tools but as digital choice architectures with measurable implications for population-level health outcomes.