Influence of Online Food Delivery application for University Students in the Beijing Region Over the Last 3 Years

UG Business Project report template INFLUENCE OF ONLINE FOOD DELIVERY APPLICATION FOR UNIVERSITY STUDENTS IN THE BEIJING REGION OVER THE LAST 3 YEARS SEE UG BUSINESS PROJECTS GUIDES TO CONFIRM STRUCTURE The specific marking criteria for UG Business Projects: Criteria Weighting (%) Introduction and Background 5 Aim and Objectives 10 Literature Review and Theoretical Underpinning 20 Research Design/Methodology 20 Analysis and Findings 20 Conclusion and Recommendations 10 Self-Reflection 5 Presentation 10 TOTAL =SUM(ABOVE) 100 Your name Your student number Your programme Module name: Module code: Module assessment: Business Project certificate Business Project Certification I confirm that all secondary material has been properly acknowledged by me and referenced in this work. Signed: ............................................................ Name: ............................................................. Date: ............................................................... Course/Programme of Study: .............................................................................................................. Abstract This study aims to evaluate the growing Online Food Delivery (OFD) industry and its implications for students attending universities in Beijing. The focus is on adoption rates, the frequency of usage, and the impact on eating habits, health, time management, expenditures, and lifestyle in general. The research utilized a comprehensive literature analysis, market reports, and secondary data analysis to determine the key motivating factors impacting students’ decision to use a particular online platform to order food. These factors include convenience, affordability, diversity, and social influence. A significant correlation exists between the results and the widespread acceptance and utilization of OFD applications among the student population. The research showed that students who use OFDs experience changes in their time management, spending habits, and lifestyle. The findings indicated that there is a trade-off between the ease of use and the possibility of adopting an unhealthy spending habit and a lifestyle that is more sedentary. Students at the grassroots level are educated about the importance of being responsible and sensible when making decisions about their health and finances by implementing proposals presented to significant groups such as colleges, online meal delivery firms, and lawmakers. It is via this investigation that a greater understanding of the chaotic environment of the OFD market and its impact on the Beijing student cohort is achieved. This understanding provides inputs for more sustainable and effective policymaking in this quickly expanding economic sector. The research reviews the OFD ecosystem user’s preferences and behaviors to find trends driven by consumers’ motives. Additionally, it reviews the impact of technology and marketing on the OFD environment as it concerns students’ platform choice. The regulating environment and its influence on the OFD market are also analyzed, especially for consumer protection and market competition. Acknowledgements I want to express my most profound appreciation to my academic advisor, who offered vast knowledge, tolerance, and motivation, above and beyond teaching me. The remarkable willingness to give the invaluable time so unselfishly is highly recognized as a token of gratitude. This dissertation’s completion is a testimony to the contributions made by numerous scholars and researchers and the studies and findings that greatly enriched the project. Their diligence grounded my study, and I continued from there. Moreover, I appreciate the usefulness of different food delivery services and their clients for the data and experience, which is the essence of this research origin from the customers and the services that freight the food from one party to another. It would not have been possible for this study to be conducted without the people’s agreement and input that they have all generously contributed. Contents TOC \o "1-3" \h \z \u Business Project certificate PAGEREF _Toc163132280 \h 2Abstract PAGEREF _Toc163132281 \h 3Acknowledgements PAGEREF _Toc163132282 \h 4List of Tables PAGEREF _Toc163132283 \h 7List of Figures PAGEREF _Toc163132284 \h 8Chapter 1: Introduction and Background PAGEREF _Toc163132285 \h 9Introduction PAGEREF _Toc163132286 \h 9Background PAGEREF _Toc163132287 \h 9Aims PAGEREF _Toc163132288 \h 11Research Objectives PAGEREF _Toc163132289 \h 11Chapter 2: Literature Review PAGEREF _Toc163132290 \h 12Introduction PAGEREF _Toc163132291 \h 12RO1: Adoption Rates and Usage Frequency of Food Delivery Apps among University Students PAGEREF _Toc163132292 \h 12RO2: Factors Influencing Use of Food Delivery Apps by University Students PAGEREF _Toc163132293 \h 13RO3: Whether Meal Delivery Impacts Students' Diets, Health, and Nutrition PAGEREF _Toc163132294 \h 14RO4: Impact of Online Meal Ordering on University Students' Time Management, Spending Habits, and Daily Activities PAGEREF _Toc163132295 \h 15RO5: Understanding User Perspectives Across Delivery Platforms PAGEREF _Toc163132296 \h 16Conclusion PAGEREF _Toc163132297 \h 17Chapter 3: Research Design and Methodology PAGEREF _Toc163132298 \h 18Introduction PAGEREF _Toc163132299 \h 18Secondary Research PAGEREF _Toc163132300 \h 18Research Design PAGEREF _Toc163132301 \h 18Research Ethics PAGEREF _Toc163132302 \h 21Conclusion PAGEREF _Toc163132303 \h 22Chapter 4 Findings and Analysis PAGEREF _Toc163132304 \h 23Introduction PAGEREF _Toc163132305 \h 23RO1: Adoption Rates and Usage Frequency of Food Delivery Apps among University Students PAGEREF _Toc163132306 \h 23RO2: Factors Influencing Use of Food Delivery Apps by University Students PAGEREF _Toc163132307 \h 25RO3: Whether Meal Delivery Impacts Students' Diets, Health, and Nutrition PAGEREF _Toc163132308 \h 28RO4: Impact of Online Meal Ordering on University Students' Time Management, Spending Habits, and Daily Activities PAGEREF _Toc163132309 \h 31RO5: Understanding User Perspectives Across Delivery Platforms PAGEREF _Toc163132310 \h 34Conclusion PAGEREF _Toc163132311 \h 36Chapter 5: Conclusions, Recommendations, and Self-reflection PAGEREF _Toc163132312 \h 37Conclusions PAGEREF _Toc163132313 \h 37Recommendations PAGEREF _Toc163132314 \h 38Reference List PAGEREF _Toc163132315 \h 42Appendices PAGEREF _Toc163132316 \h 54Appendix 1: Research Framework for OFDA Services PAGEREF _Toc163132317 \h 54Appendix 2: Measurement Model (Reliability and Convergent Validity) PAGEREF _Toc163132318 \h 54 List of Tables TOC \h \z \c "Table" Table 4.1:Users of food delivery online services PAGEREF _Toc163028281 \h 26 Table 4.2:Respondent’s awareness is changing food delivery apps PAGEREF _Toc163028282 \h 27 Table 4.3:Summary on respondent satisfaction using food delivery apps PAGEREF _Toc163028283 \h 32 Table 4.4: Summary of respondent’s opinion about price value in food delivery apps PAGEREF _Toc163028284 \h 33 Table 4.5: Summary of respondents’ demographics profile(N=101) 33 List of Figures TOC \h \z \c "Figure" Figure 1: Mean Amount spent on weekly basis on ordering food in the apps PAGEREF _Toc163028593 \h 23 Figure 2:Time of Usage of food delivery app PAGEREF _Toc163028594 \h 24 Figure 3:utilitarian and hedonic factors PAGEREF _Toc163028595 \h 25 Figure 4:Comparison of nutritional intake (calories, fat, sugar, sodium) between university students using food delivery apps and those who do not PAGEREF _Toc163028596 \h 28 Figure 5:Breakdown of utilitarian vs. hedonic factors influencing usage among university students PAGEREF _Toc163028597 \h 29 Figure 6:Perceptions of a healthy meal among study participants (n = 675) PAGEREF _Toc163028598 \h 30 Figure 7:nutritional quality scores of different meals PAGEREF _Toc163028599 \h 34 Chapter 1: Introduction and Background Introduction The internet meal delivery market has grown, and young students have played an essential role. However, a comprehensive study has yet to investigate the effects and implications of this occurrence in the context of Beijing’s most significant and potent student body. This research is essential in determining the contributions of technology to students’ lives, resulting in the transformation of their eating behaviors and patterns. Primary goals include determining whether there are users and what factors attract them, analyzing the impact on dietary habits, health, time management, spending, and overall lifestyle, explaining the main aspects of users’ perspectives on application features, and assessing the implications for stakeholders such as universities, restaurants, and city communities. This research aims to provide practical advice on strategic and policy issues that influence consumer behavior and business model changes in this industry. Background The online food delivery market has recently performed admirably because of technological advancements, increasing internet users, and a move toward unconsciousness about food procurement due to lifestyle choices. Cavetti (2018) asserts that mobile apps such as Ele.me, Meituan Waimai, and Baidu Waimai have become significant disruptors in the traditional restaurant industry, allowing users to order nearly anything from their phones. Customers nowadays can simply press once or twice to place orders, personalize them, and pay online to receive hot food delivered directly to their doorsteps. While all demographic segments participate in the online meal delivery sector, university students have proven to be particularly receptive. Regarding food, online delivery applications enable college students to live extraordinarily hassle-free lives, regardless of whether they are managing a heavy course load, remaining on campus, adjusting to technology, or watching their budget (Lin et al., 2022). According to research conducted by the China Food Delivery Association, many Chinese college students utilize food delivery services, ordering meals weekly (Maimaiti et al., 2018). Furthermore, many meal delivery apps have increased in terms of service personalization, marketing, and communication for the lucrative consumer category of students (Hong et al., 2021). This scenario entails setting up delivery hubs and order points at prominent university locations, providing special offers and discounts to students, streamlining the group ordering process perfect for those in dorm rooms, and creating menus that take into account the younger populations have significantly different culinary preferences (Xie et al., 2020). As online meal delivery becomes the final solution to the issue of convenience, individuals are attempting to characterize the effects of the growing service on health, food waste, working conditions for delivery workers, and campus life (Dai et al., 2022). Students can readily develop negative eating habits and unhealthy lifestyles since they are frequently dependent on provided foods, particularly those in boarding. Other significant factors for the importance of sustainability include order proximity and disposable packaging (Zhao et al., 2021). The Beijing region, for example, has skyscraping colleges and institutes of higher learning that serve a vast student body. Over the previous years, many city residents have regularly owned and used online meal delivery applications (Chen et al., 2020). It provides a solid basis for investigating the media coverage of these phenomena and their possible effects on university students in the surrounding community, particularly those in Beijing. Given that Beijing is China’s social, cultural, and educational capital, it attracts many college students. The Capital City is home to higher education institutions, many of which have lavish titles and are among the best in the nation (Zhu and Phongsatha, 2021). For example, Peking University, Tsinghua University, Renmin University, Beijing Normal University, and Beihang University are just a handful of well-known higher education institutions in Beijing. Such colleges are undeniably high-quality, attracting top managers from all across China and worldwide (Muangmee et al., 2021). Beijing is one of the world’s cities at its peak, with the largest concentration of learning, teaching, and research brilliance (Chan, 2021). According to the Beijing Municipal Education Commission’s most recent 2022 figures, almost thousands of students are now enrolled in tertiary education at all universities and colleges throughout the Municipality of Beijing. The remarkable factor is that these students are from throughout the Beijing municipality (Liu and Friedman, 2021). Such a large population of students seeking a better living from various parts of China and the world contributes to an impossible-to-define demographic profile. Aims * Examine the admission rates and application trends for ordering meals via apps among Beijing youths who have attended college. * Consider the key factors driving the increase in employment among the youths. * Examine how increased popularity of meal delivery services among university students affects their eating habits, health, time management, spending, and lifestyle choices. * Evaluate the food delivery apps’ implications for various stakeholders such as universities, restaurants, hotels, delivery platforms, and urban planning. * Analyse the opportunities, challenges, and potential solutions related to these areas influenced by industry expansion in Beijing, with a focus on the student population. Research Objectives * To find out the adoption rates and usage frequency of food delivery apps among university students. * To identify the major elements such as convenience, affordability, range, social influence that influence university students’ food intake via an app. * To determine whether meal delivery impacts students’ diets, health, and nutrition. * To identify the impact of online meal ordering on university students’ time management, spending habits, and daily activities. * To understand college students’ perspectives across delivery platforms and fantastic benefits of meal delivery services. Chapter 2: Literature Review Introduction Because the internet-based meal delivery industry is rapidly developing, research into many elements of the phenomenon has increased in recent years. Many preliminary studies have focused on various aspects of this breakthrough, such as business strategies and consumer adoption: determinants, health and safety implications, and the urban planning issue. However, the academicians should be more strategic when researching selected customer segments that have fared admirably in the sector’s ongoing expansion, such as students. This study's findings are designed to reflect past research and to fill gaps in knowledge about university students' experiences and conduct. The chapter is organized according to the primary research objectives. It discusses adoption rates and user motivators, health effects, user experiences, and the implications for the various stakeholders involved in online food deliveries among students. RO1: Adoption Rates and Usage Frequency of Food Delivery Apps among University Students Families have raised concerns about adopting online meal delivery services across many categories. However, research has constantly demonstrated that modern technology’s youthful, proficient population has taken the services to new heights. Yeo et al. (2017) and Li et al. (2020) explain the rapid adoption of food delivery apps by customers in markets in China, citing convenience, cost-effectiveness, and easy integration into users’ lives via their mobile phones and other digital devices. However, these activities are not explicitly conducted to isolate college students from the broader populace of the community. However, privacy is the determining factor in every survey, irrespective of age or culture (Zhao and Bacao, 2020). Individuals find it very convenient to browse the menu, place their orders online, and have delicious cuisine delivered directly to their doorsteps at social facilities (Wang et al., 2020). Students’ budget-constrained demographics make price and programming essential decision-makers (Roslan and Mohd Nawi, 2022). Young people’s recent sophisticated and spontaneous technology usage has been linked to simple mobile app food adoption (Hirschberg et al., 2016). Although one set of studies reveals that the number of respondents who use the delivery service twice or three times a week is low, other studies account for those who use it only occasionally during busy periods or late nights (Souza et al., 2021). The current dispute highlights the importance of conducting a more in-depth study into the residential differences, time constraints, social patterns, and behavior of those who opt to use meal delivery services in university settings (Christino et al., 2021). However, the existing research demonstrates an essential component of online meal takeaway services for the younger age (Chotigo and Kadono, 2021). Indeed, the scarcity of studies focusing on adoption rates, usage frequencies, and the factors underlying these processes, regardless of whether they are consistently applied to university student populations and their unique lives and restrictions, is notable. RO2: Factors Influencing Use of Food Delivery Apps by University Students Some approaches and major theories from other disciplines are the foundation, providing a fundamental understanding of what drives the success of online meal delivery applications. Davis (1989) and Venkatesh et al. (2003) studied TAM and UTAUT models. They considered perceived utility, simplicity of use, social impact, technology availability, user interest, and gender as requirements for technology adoption. Similarly, consumer behavior theories such as the Theory of Planned Behavior (Ajzen, 1991) and the Expectancy Disconfirmation Theory (Oliver, 1980) suggest that attitudes toward behavior, subjective norms, and expectation fulfillment all impact customer behavior. The convenience of meal delivery apps cannot be understated (Wang et al., 2020), which is the driving force behind them, allowing users to save both time and energy. According to the study by Souza et al. (2021), the ambitious food delivery firm frequently cites that it provides a variety of menu and restaurant options and a diverse range of cuisine styles. The significant benefit of time savings is favored, particularly for stressed populations such as university students who must balance academic, social, and personal responsibilities. Above and beyond utilitarian reasons, considerations such as fun, novelty, and the desire to confirm one’s status in society drive meal delivery’s popularity (Jun et al., 2021). The sense of style expressed through popular applications is an influential factor and a catalyst, particularly among teenagers (Lee et al., 2019). Subjective norms and peer behavior impact teenage use of social media platforms, with the latter acting as enablers or dissuaders. There are additional factors to consider, such as restricted financial resources, the absence of kitchen facilities in student accommodation, and excessively unpredictable schedules, all of which can negatively impact the chance that students will frequently use online meal delivery services. According to Hasbi et al. (2022), the primary motivators for these price-sensitive groups are students’ high anxiety levels regarding their limited budgets and their perceptions of the market value. Several important hypotheses have been presented in the current literature, identifying major drivers and obstacles to online food delivery (Zanetta et al., 2021). As a consequence of this, this research will specify the nature of the factors that influence the food delivery of university students within the context of their lifestyles, living situations, and financial circumstances. RO3: Whether Meal Delivery Impacts Students’ Diets, Health, and Nutrition For years, researchers have questioned the impact of online food delivery services on eating patterns and overall health. On the one hand, research indicates that the popularity of fast-food delivery services leads to unhealthy eating habits among consumers (Ali et al., 2021). Students tend to consume unhealthy foods heavy in calories, fat, sugar, and salt (Yolcuoğlu and Kızıltan, 2021). The easy availability of these tempting goods inviting people online on digital platforms has raised many concerns that these indulgent foods are linked to body fat accumulation, an increased risk of diabetes, and various other diet-related ailments (Sun et al., 2021). Nonetheless, some scientists argue that food delivery promotes a broader range of ethnic cuisines and healthier foods (including plant-based meals and dishes with more balanced nutritional profiles (Souza et al., 2021). Others show that, over time, food delivery may reduce one’s interest in home-cooked meals and limit access to healthier and fresher foods (Alalwan, 2020). It could be advantageous since their food options would be expanded, introducing nutritional diversity into their diet to the practical extent. Yan and Harrington (2019) found that college students must avoid eating unhealthy foods that are handy but lack nutrition at the end of the day. The nature of food delivery does not always imply that it will exacerbate the problem, but it can help alleviate it if consumption patterns change (Chen et al., 2014). Conducting targeted research on demographic subgroups and self-report measures is of utmost importance, as it is imperative to acknowledge that certain studies fail to consider lifestyle considerations, time limitations, and degrees of cooking exposure among university students (Osman et al., 2024). These studies on lifestyle considerations and time limitations must fully encompass the wide range of experiences (Yang et al., 2021). Despite the abundance of research available, there needs to be more data-driven studies addressing the dietary habits, nutritional consumption levels, and long-term health implications of consumers who order takeaway food regularly in this population segment. RO4: Impact of Online Meal Ordering on University Students' Time Management, Spending Habits, and Daily Activities Aside from the nutritional repercussions, internet meal delivery services have prompted questions about other elements of users’ lifestyles. According to research, the impacts are time management, spending, and lifestyle adjustments that are as convenient as feasible (Zhang and Ma, 2020). According to Wang et al. (2020), one of the most significant benefits of food delivery is time savings. It indeed saves time on meal planning, grocery shopping, and cooking. However, Fayda-Kinik (2023) has questioned whether the perception of saving time correlates with an increase in procrastination or has an impact on productivity, particularly among students Based on the research conducted by Roslan and Mohd Nawi (2022) regarding meal delivery services, it was shown that students with the opportunity to increase their food expenditure are more inclined to do so. Although some research supports food delivery as a low-cost option for dining out, others point to several hidden costs - ordering fees, tips, and a proclivity to make spontaneous extra orders that can quickly push costs over the edge (Ravindran et al., 2022). Long-term affordability and perceived value of meal delivery services utilized by students on a budget will continue to be important considerations as they evaluate their options (Lua et al., 2012). Li et al. (2024) focused on lifestyle changes in food delivery that result in a more sedentary culture and a decline in physical activity levels among students due to consumers’ choice of convenience over self-sufficiency. Perhaps the routine itself could be called a “convenience loop” that results in overall health and well-being, particularly during the years spent acquiring habits that become a part of the individual’s life (Byrd-Bredbenner et al., 1984). These studies have provided some fascinating and valuable insights; nonetheless, the research focuses on wide population segments and broader categories of urban consumers (Hasbi et al., 2022). Students at a university must deal with their unique living situations, time constraints, financial responsibilities, and lifestyle choices (Deliens et al., 2014). They are not the same as every other student; thus, their responses to food delivery services must be studied to assess their role in time management, budgeting, and overall student lifestyles while at university. RO5: Understanding User Perspectives Across Delivery Platforms In the highly competitive market for online meal delivery, understanding members’ opinions and emotions on many user experience platforms has become a major priority for research. Many final articles and studies have been conducted to demonstrate the relevant variables, such as the app user interface, ordering processes, service quality, and customer support, that have boosted the number of users (Belanche et al., 2020). According to Yeo et al. (2017), easy-to-use app design, visible menu information, and a step-by-step ordering process contribute to overall favorable experiences. Furthermore, van Doorn and Chen (2021) assert that the trial results on food delivery platforms demonstrate order correctness, timely delivery, and prompt response to customer concerns and issues. Moreover, certain other aspects contribute to client loyalty and happiness. On a functional level, Jiang et al. (2013) explored the related variables influencing platform preferences, such as fashion sense, socialization, and brand popularity. Providing special dietary requirements and individualized recommendations and facilitating social ordering possibilities, particularly among stimulating student consumer segments, distinguish creative enterprises (Jiang et al., 2013). Most research on these subjects has been conducted only in Western markets and significant urban areas (Chen et al., 2022). A more comprehensive analysis of the distinctive needs of Chinese consumers at a local level needs to be conducted. Understanding the unique traits that differentiate their preferences, behaviors, and decision-making factors from those of other customers in China is crucial. Students make up a significant and dominant user base for various meal delivery companies, necessitating real-time studies that compare and analyze these distinct features (Pal et al., 2021). The industry’s constant and rapid technological growth, which frequently incorporates new products, services, and ways of thinking, needs continual study to uncover the dynamic nature of users’ expectations, including switching behavior, in such a competitive environment. Conclusion Completing a literature review shows a reasonable understanding of current information on adoption, usage patterns, motivations, and research focus on the university student population. The significant facts imply that ease, diversity, and cost preferences significantly impact mass adoption among millennials interested in modern technology. This study examines nutrition habit modifications, health considerations, time management, cost, and lifestyle habits. However, the assessment considers essential aspects that need to be improved in science. Many vital findings from investigations and additional stakeholder-oriented research are still needed to capture varied student realities and their views and behavior, particularly in Beijing. The increased pace of industry innovation and the incorporation of new products, services, and business models necessitates continued research as consumer interests and experiences become dynamic. Among other things, the study seeks to gain fresh insights. Traditional methodologies and techniques from several domains were used, including technology adaptation, consumer behavior, and public health, followed by an attempt to include locally available data. Conducting research on a specific group of student population at the prestigious University of Beijing, the studies undoubtedly yield significant results that provide a knowledgeable insight into what causes food delivery consumption, the negative impacts it produces, and the overall effect on stakeholders such as universities, the food industry, communities, and the concerned authorities. The integrated and comprehensive analysis addresses all gaps in available knowledge and then makes actionable recommendations. This study was intended to identify strategies and policies that can be utilized to manage the transformation of higher education in the Chinese setting, as the industry is known for being dynamic and energetic. Chapter 3: Research Design and Methodology Introduction This research aimed to fundamentally explore whatever changes and contributions online food delivery applications have caused to university students in the Beijing region during the past three years. An exploratory research method was taken, which entailed an exhaustive literature review, browsing through public data sources, and considering relevant previously conducted studies in the field. Research design and methodology include the method used to collect data, the method used to analyze data, limitations, and research ethics (Tobi and Kampen, 2018). The current study discussed all of them. The decision on secondary research needs was made to enhance and expand the existing knowledge base on a rapidly evolving topic among university students in Beijing. Secondary Research In the literature review, all research objectives were analyzed, summarising the main findings of previous studies. Specific sources consulted included the following. Studies by Wang et al. (2020), Li et al. (2024), and (Roslan and Mohd Nawi, 2022) that involve consumer adoption and usage patterns tackled the first research objective (RO1). Theories and models from Davis (1989), Venkatesh et al. (2003), Ajzen (1991), and Oliver (1980), focusing on technology adoption and consumer behavior, were appropriate for the second objective (RO2). Research by Souza et al. (2021), Hasbi et al. (2022), and Ravindran et al. (2022) involving dietary patterns and health implications tackled the third research objective (RO3). Objective RO4 aligns with the literature on time use, expenditure patterns, and lifestyle changes from Ravindran et al. (2022). Finally, objective RO5 aligns with studies on user experiences, platform preferences, and service quality by Belanche et al. (2020) and Yeo et al. (2017). Research Design Wright et al. (2016) stress growing assessment, emerging trends, influencing factors, outcomes, and stakeholder engagement among students in the context of online meal delivery usage. This study used an exploratory research method. Besides enabling the investigation of numerous strata, the exploratory approach facilitates the provision of comprehensive data regarding the attributes of individual phenomena (Marczyk et al., 2010). The researcher examined the influence of food e-commerce and food markets using secondary data analysis from surveys, market research papers, and statistical databases relevant to this region and meal delivery used. According to Groenewald (2004), secondary data analysis is appropriate for studying the impact of food e-commerce and food markets. Adoption rates, usage frequency, demographics, and consumer trends were crucial to the research. In the qualitative component, researchers assess scholarly sources, industry research, press coverage, and internet user input (Sileyew, 2019). The current study evaluated all of them, increasing interest in studying consumer behavior by comparing university students’ living experiences and food delivery opinions in Beijing. Methods Used to Collect Data The research browsed through public data sources and considered relevant previously conducted studies in the field. Abutabenjeh and Jaradat (2018) posit that most studies’ data collection procedure comprises secondary research to locate, collect, and arrange relevant materials. According to Yang and Meho (2007), academic databases such as Google Scholar, Science Direct, Scopus, and university library resources are meticulously reviewed for pertinent information. Some keywords, such as “online food delivery,” “university students,” and “Beijing,” were used to refine the search. Scholars should select articles that include terms, phrases, or topics similar to what they study (Albuquerque et al., 2013). This search used keywords relating to consumer behavior and technology adoption to find economic data. There are many data sources; authors should choose appropriate ones with helpful information for their analysis (Li et al., 2019). Both academic literature and business papers, market research studies, and government publications were extensively examined to obtain numbers and more detailed information unique to the Beijing area and the e-food industry sector. Such statistics could be offered by marketing research organizations, consulting firms, and government statistical bureaus, ensuring that a country always has access to relevant and credible statistical information. The online reviews and social media discussions comprised qualitative data sources that were critical to an improved understanding of the lived experiences and the viewpoints of the college students. There was a careful selection of relevant media platforms with Beijing-based content. The platforms indicate the reproductive traits of these people and stress moral behavior (Friedman, 2011). Effective management of the system, which included checking and evaluating various sources and documents from the different data collection phases, was largely supported by the research of Östlund et al. (2011). References were selected precisely, allowed an easy search of the source, and corrected the inconsistency. Methods Used to Analyse Data Alghamdi and Li (2013) argued that information gathered from the study was subjected to a complete sample and inclusive analysis involving mea...