Factors Affecting Continued Use of Food-delivery Apps: Analysis of Afghanistan O-to-O Market

Abstract

With an advancement in internet shopping, food businesses have introduced mobile applications to secure its 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 user’s continued intentions to use O-to-O(Online to Offline) Food Delivery Apps (FDA). E-satisfaction was used as a mediating variable. Respondents were taken from the user pool of food delivery applications in Afghanistan. Data from 322 respondents were analyzed using Structured Equation Model (SEM). 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 highlights that there is partial mediation effect of e-satisfaction between the effect of hedonic motivation, online reviews and intention of continued use of the mobile delivery app.