Success model of online food delivery system: The role of brand image in customer responses

There is a growing interest in understanding the factors affecting success of online food delivery (OFD) systems because ordering has increased considerably recent years. Hence, purpose this study to investigate effect brand image on customer satisfaction and purchase intention based stimulus-organism-response (S-O-R) framework by adopting DeLone McLean IS model. A convenience sample 251 respondents, who use most popular OFD applications 3 largest cities Turkey, was surveyed an self-administered structured questionnaire. The results were first organized as descriptive statistics for observed variables frequencies demographic variables. In second phase, confirmatory factor analysis (CFA) followed structural equation modeling (SEM) used test measurement reveal that among system factors, only service quality positively influence image, accounting 46% variance. On other hand, could not validate proposed positive information image. For role responses, findings evidence significant both use. variable explains 34% 22% variance intention, respectively. line with these results, paper concludes can be introduced into e-commerce model new due its partial mediating effects responses.