Demographics information.

The focus of hospitality initially was on ambience and novelty to attract customers. With the rise of the digital revolution, the hospitality industry has also undergone significant change. Long-distance travel at the workplace, odd working hours, and a variety of food options have driven people staying in Indian metropolises towards online food delivery (OFD) services. The popularity of OFD services has risen because of their practicality, simplicity, and a rise in consumer confidence in digital payments. Specifically, for the food industry, digitalization has opened new horizons to capture customers. The competition is not among the big brands, but big brands are competing with homemakers who run tiffin services, and street food hawkers who claim to provide traditional Dhaba-style food and fast food. The customers are loaded with unlimited options to choose the food in terms of price, cuisine, quality, etc. The present research examines the associations between service quality of OFD services, perceived ease of use, and word-of-mouth review adoption, leading to expectation confirmation modeling. The path analysis was carried out using data from 500 Indian respondents residing in Tier-I cities who have been using OFD services regularly. The research outcome shows that servqual has a positive influence on perceived ease of use and confirmation. Additionally, it encourages continued usage intentions because of its favorable impact on the adoption of e-word-of-mouth reviews.餐饮服务业最初的经营核心在于营造氛围与打造新颖体验以吸引客源。随着数字化变革浪潮兴起，餐饮服务业也发生了显著变革。职场长途通勤、非标准工作时长以及多元餐饮选择，促使印度大都市的居民转向在线外卖（Online Food Delivery, OFD）服务。在线外卖服务的人气持续攀升，其背后原因在于服务便捷实用、操作简单易懂，同时消费者对数字支付的信任度不断提升。具体而言，对于食品行业而言，数字化为其拓展客源开辟了全新路径。当前的行业竞争并非仅局限于大品牌之间，各大品牌还要与经营盒装餐食（Tiffin）服务的家庭主妇，以及主打传统路边餐馆（Dhaba）风味餐食与快餐的街头摊贩展开竞争。消费者在餐食选择上拥有海量选项，可从价格、菜系、品质等多维度进行筛选。本研究旨在探究在线外卖服务质量、感知易用性（Perceived Ease of Use）与口碑评论采纳行为之间的关联关系，以此构建期望确认模型（Expectation Confirmation Modeling）。本研究选取居住于印度一级城市（Tier-I Cities）、且长期使用在线外卖服务的500名受访者作为调研数据来源，开展路径分析。研究结果表明，服务质量量表（Servqual）对感知易用性与期望确认均存在正向影响；此外，由于其对电子口碑（e-word-of-mouth）评论的采纳行为具有积极作用，进而能够推动用户的持续使用意愿。