Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 2

Global Journal of Management and Business Research: E Marketing Volume 23 Issue 2 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Consumers’ Food Delivery Apps (FDAs) Continuance Intention: An Empirical Investigation using the Extended UTAUT2 Model By Mohammad Alauddin & Sume Akther University of Chittagong Abstract - Online food delivery applications (FDAs), a novel alternative marketing channel, have been extensively adopted by both enterprises and customers in the restaurant sector. Despite the changing consumer attitude towards FDA services, there is still a dearth of research on understanding consumers’ continued intention to use FDA services in Bangladesh’s expanding food delivery market, particularly after the COVID-19 pandemic. To attain this goal, this study employed the widely used Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The model was tested was evaluated using partial least square structural equation modeling (PLS-SEM) on 350 respondents. According to the findings of the study, performance expectancy, social influence, facilitating conditions, hedonic motivation, price value, information quality, and convenience are all critical factors in maintaining the desire to utilize FDA services in Bangladesh. However, effort expectancy, habit, and time-saving were insignificant in the context of Bangladesh. This study contributes theoretically and practically to academics and practitioners working in areas related to online FDAs services. Keywords: UTAUT2, food delivery apps, FDAs, continuance usage intention, online shopping, bangladesh, online food delivery service. GJMBR-E Classification: LCC: HF5415.32 ConsumersFoodDeliveryAppsFDAsContinuanceIntentionAnEmpiricalInvestigationusingtheExtendedUTAUT2Model Strictly as per the compliance and regulations of: © 2023. Mohammad Alauddin & Sume Akther. This research/review article is distributed under the terms of the Attribution- NonCommercial-NoDerivatives 4.0 International (CC BYNCND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons. org/licenses/by-nc-nd/4.0/.