ADOPTION OF FOOD DELIVERY APPS: A STUDY USING TAM AND UTAUT FRAMEWORK IN MUMBAI REGION

This research explores the adoption of food delivery apps like Swiggy and Zomato in Mumbai through the integrated lenses of TAM (focusing on perceived usefulness and ease of use) and UTAUT (emphasizing performance expectancy, effort expectancy, social influence, and facilitating conditions), using solely secondary data from studies, reports, and literature. It highlights Mumbai's urban challenges—such as technical glitches, delivery delays, high costs, food safety issues, privacy concerns, and digital literacy gaps—that hinder sustained use amid the city's fast-paced, diverse environment. Social factors like peer recommendations drive uptake, while psychological elements including convenience and trust boost intentions. Literature reviews underscore growth drivers like discounts and variety, revealing a gap in combined framework analyses for this region. The study offers actionable recommendations for developers (e.g., intuitive designs, referral programs) and policymakers (e.g., infrastructure investments, literacy campaigns) to enhance engagement and inclusion in India's burgeoning US$55 billion food delivery market by 2025. Overall, it bridges theoretical insights with practical strategies for equitable digital adoption in emerging urban markets.