Online food delivery applications (OFDAs) have shifted from novelty to everyday utility in
urban India, yet most empirical work on the sector models adoption intention rather than
sustained use. This study asks which platform-level beliefs shape consumer attitude, and
whether attitude drives usage behaviour, in one of the country’s most competitively saturated
markets. Drawing on the belief–attitude–behaviour architecture common to the Technology
Acceptance Model and the Theory of Planned Behaviour, and on the Stimulus–Organism–
Response framework, convenience, trust and price are modelled as antecedents of attitude,
and attitude as the proximal determinant of usage behaviour. Data were collected from 200
OFDA users in Delhi and the National Capital Region and analysed by covariance-based
structural equation modelling. Trust was the only significant determinant of attitude,
explaining half the variance in the construct. Neither convenience nor price contributed once
trust was included, despite convenience showing a significant bivariate association with
attitude. Attitude strongly predicted usage behaviour. The two null results are interpreted as
evidence of competitive commoditisation: where every major platform offers comparable
speed, accessibility and discounting, these attributes cease to differentiate and therefore stop
carrying attitudinal weight. Credibility remains the one dimension on which platforms still
vary in consumers’ eyes. The findings suggest that determinants established during a
category’s growth phase should not be assumed stable into its maturity, and shift managerial
emphasis from acquisition towards retention built on operational reliability.