Factors affecting continued intention of food- delivery apps

Abstract

With an advancement in internet shopping, food businesses are trying to introduce mobile applications to facilitate their existing and potential customers. The study aims to examine the effect of different factors; performance expectancy, hedonic motivation, online reviews, and diverse payment options on users’ continued intentions to use Food Delivery Apps (FDA) by using a mediation effect of e-satisfaction. The study also investigates whether satisfied users will likely to use food delivery applications more and this will automatically increases their continued intention to use them. A sample of 337 respondents were taken from the users using food delivery applications in Afghanistan. Data was collected from respondents through questionnaires. After treating data with missing values, sample of 322 respondents were analyzed by using Structural Equation Modelling (SEM) in AMOS to test the hypothesized relationships. The analysis suggests that there is a significant positive effect of hedonic motivation and online reviews on user’s continued intentions. The comparison of direct and indirect effects by using SEM bootstrapping highlights that there is partial mediation of e-satisfaction in the relationship of hedonic motivation and online reviews with continued intentions. There is no result driven evidence of mediation of e-satisfaction in the relationship of performance expectancy and diverse payment options with continued intentions. The study adds in literature by contributing to investigate the mechanism of how different factors effect users’ continued intentions to use food delivery apps.