Citation

Huang, Jing (2025) Hedonic and pragmatic dimensions in shaping repurchase intentions in Malaysian online food delivery services. Masters thesis, Multimedia University.

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Abstract

The online food delivery service (OFDS) sector in Malaysia has grown significantly in recent years, yet its long-term sustainability remains uncertain. Despite increased digital adoption, there is limited understanding of the key factors that influence consumers’ intention to repurchase from OFDS platforms. This study will expand on the user-centred design (UCD), which have been a constant design philosophy in OFDS apps, by exploring hedonic and pragmatic attraction as an enhancement of UCD, alongside consumer traits and values, in order to investigate its impact on repurchase intentions among Malaysian OFDS users. A quantitative research design was employed using adapted survey instruments. A pilot study with 60 respondents led to the refinement of the adapted instruments, followed by a final data collection involving 200 Malaysian participants who had used OFDS at least once a month over the past year. Multiple linear regression analysis revealed that UCD components by itself, did not significantly predict repurchase intentions with all proposed UCD components showcasing p < 0.05. However, in introducing the attraction factors, specifically hedonic attraction, it was then found to be a significant predictor of repurchase intentions for Malaysian OFDS consumers, with (R² = 0.028; adjusted R² = 0.023), where hedonic attractions were found to be a significant predictor for repurchase intentions with a small negative unstandardised coefficient (B =-0.173) and an intercept of 18.662. On the other hand, consumer traits and values were not able to moderate the relationships between the studied variables, with all p-values below 0.05. The findings suggest that hedonic appeal, by itself, rather than functional or design-based elements, played a more substantial role in encouraging repeated use of OFDS in Malaysia, and may enhance UCD elements of UI/UX design. These insights carry implications for both interface designers and service providers aiming to enhance user loyalty through emotionally resonant digital experiences.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.32 .H83 2025
Uncontrolled Keywords:	Consumer behavior
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	16 Apr 2026 02:25
Last Modified:	16 Apr 2026 02:25
URII:	http://shdl.mmu.edu.my/id/eprint/15713

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