Perceived Usefulness and Ease of Use as Determinants of Intention to Use Delivery Service Platforms in the Restaurant Sector

Abstract

This study focuses on the field of electronic commerce, analyzing the acceptance of Delivery Service platforms in the restaurant sector of Ciudad Victoria, Tamaulipas, based on perceived usefulness, ease of use, and attitude toward use as determinants of the intention to use. A quantitative methodology was employed, applying surveys to a sample of 296 users and conducting an exploratory factor analysis to identify the structure of the variables and their associations. The results show that perceived usefulness is consolidated as the main factor associated with the adoption of Delivery Service platforms, while ease of use does not present a strong relationship with attitude toward use. Likewise, a positive attitude toward use is associated with a higher intention to continue using these platforms. From a theoretical perspective, this study provides empirical evidence on the validity of the Technology Acceptance Model (TAM) in the analysis of last-mile delivery services in the restaurant sector. From a practical standpoint, the findings suggest that companies should prioritize communication of the perceived benefits of the service—such as convenience, time savings, and accessibility—in order to strengthen the adoption of these platforms in the local market.