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

Consumers’ Food Delivery Apps (FDAs) Continuance Intention: An Empirical Investigation using the Extended UTAUT2 Model Mohammad Alauddin α & Sume Akther σ 1 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals Corresponding Author α: Assistant Professor, Department of Marketing, Faculty of Business Administration, University of Chittagong, Chattogram-4331, Bangladesh. e-mail: mohammad_alauddin@cu.ac.bd Author σ: MBA Research Student, Department of Marketing, Faculty of Business Administration, University of Chittagong, Chattogram-4331, Bangladesh. e-mail: sumeakther048@gmail.com Keywords: UTAUT2, food delivery apps, FDAs, continuance usage intention, online shopping, bangladesh, online food delivery service. I. I ntroduction Since the launch of the "HungryNaki" online meal delivery service in 2013, Bangladeshi consumers have continued to embrace FDA services(Ahmed, 2017).Over time, several FDAs have started doing business in Bangladesh (Bappy & Mirdha, 2021; Hossain, 2022). However, services like this started up in other parts of the world around the 2000s. According to Worldometer (2023), Bangladesh has 169.34 million people, and the population density is around 1,265 people per square mile. The Association of Mobile Telecom Operators of Bangladesh (AMTOB) reports 183.89 million mobile phone users; of those, 114.07 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. In order to achieve the goal, this study employed the widely used Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The model was tested and 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. wing to the meteoric rise of the internet and digital commu nication technologies, mobile applications (apps) have become an integral component of modern life (Ahn, 2022; Kapoor & Vij, 2018). Online shopping through mobile apps has shaped people’s lifestyles and society at large (Almarashdeh et al., 2019). The food delivery industry has expanded concurrently with technological advancement(Ahmed et al., 2015; Kapoor & Vij, 2018). The term “deliver” or “take-out” refers to “a service that delivers products, such as food , promptly after receiving customers’ orders.”At an earlier stage of the food delivery industry, telephone food ordering services were the standard means of restaurant delivery before the widespread use of mobile phones (Kimes, 2011). Of O late, digital transformation has resulted in a cascade of changes in all kinds of business operations (Erjavec & Manfreda, 2022). The food delivery industry has not been an exception to these reforms, as indicated by the increased usage of food delivery apps (FDAs) (Amin et al., 2020; Ramesh et al., 2023). Consumers only need a smart device (i.e., smart mobile phone or tablet) and an internet connection to download the FDAs to visit restaurants and order food (Michaeli, 2015). Online food delivery services are gaining popularity as they offer clients with greater flexibility and convenience, especially those who are engaged in a hectic work schedule from home or the office (Chotigo & Kadono, 2021). FDAs include many functions and features that allow users to think about and plan meals from various outlets while being free to continue working. A growing number of restaurants are also responsible for the expansion of the online food delivery market in Bangladesh (Janairo, 2021). This is because they have merged with and created new FDAs as new ways t o reach potential customers and increase sales volume in the highly competitive restaurant market, which has more than 4,36,274 restaurants (Siddiqi, 2021). In contrast, consumers could use it to choose high-quality food without preparing the meal, going to a restaurant, or waiting for the food to be ready (Saad, 2020). Consumers do not need physical contact with the restaurant in the buying process, even making payments; they may do so entirely using a mobile app and have their food delivered directly to their homes(Rigby, 2011). Users can also compare offers from different restaurants, share their dining experience with pictures and videos, and give “likes” and feedback on these mobile apps (Javed et al., 2021).