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 2 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals million were Internet subscribers as of March 2023 (AMTOB, 2023). By 2025, there are predicted to be 62% of all mobile phone users who use a smartphone, up from the current rate of 41% (Bhuiyan, 2021). From 2023 to 2027, the e-commerce market in Bangladesh is anticipated to grow by 15.90%, resulting in a market volume of US$15.24 billion by the end of that period(AMTOB, 2023). Moreover, about half of the people (50% of them) in the country are under 25 years old, and this demographic is primarily interested in eating out at restaurants and fast food establishments (Amin et al., 2020).Prior literature has mainly concentrated on evaluating the organizational outcome of online food delivery services (Mahmud, 2019; Miah et al., 2022; Neger & Uddin, 2020; Showrav et al., 2021; Sumi & Ahmed, 2022). Habib and Hamadneh (2021)and Dsouza and Sharma (2021)argued that changing lifestyles, increased disposable income, working pressure in daily life, and increased technology dependency may lead to the improving popularity of online food delivery services. According to a survey report by Bappy and Mirdha (2021), daily online food delivery was around 100,000 parcels together in two major cities (i.e., Dhaka and Chittagong). From 2023 to 2027, it is projected to grow by 21.29%in the online food delivery market of Bangladesh, resulting in a market volume of US$2,106million in 2027 (Statista, 2023). Thus, online food delivery service has indeed become more prevalent in Bangladesh since 2013. The available FDAs services in Bangladesh are HungryNaki, FoodPanda, Pathao Food, Shohoz Food, Khaas Food, Cookups, Foodfex, FoodMart, and Chaldal (Aryani et al., 2022; Maria, 2023). Online food delivery services had a substantial impact on consumer behavioral intentions during the COVID-19 outbreak, especially among Bangladeshi urban consumers (Amit, 2020; Shankar et al., 2022). This is due to the fact that on March 26, 2020, Bangladesh implemented various restrictions on dine-in as part of the government’s Movement Control Order (MCO) to prevent the spread of COVID-19 (Hassan, 2021). Resulting online food delivery services have become a lifeline for many restaurant businesses (Mehrolia et al., 2021; Muangmee et al., 2021). The surge of online food orders and delivery has witnessed the popularity of FDAs in this global pandemic. FDAs have also emerged as the best choice for people who want to purchase meals in a contactless manner or who want to stay at home with their families. The shift in customer online habits may fuel the growth of the online retail industry in Bangladesh, including the online food delivery business (Bappy & Mirdha, 2021; Kader, 2020). Despite the shifting consumer behavior toward FDA services, the majority of earlier research studies have paid increased attention to the evaluation of organizational outcomes for online food delivery services (Chai & Yat, 2019; Saad, 2020). However, there is still a lack of research on understanding consumer behavioral intention toward FDA services after the COVID-19 pandemic, especially in the growing food delivery market in Bangladesh (Musakwa & Petersen, 2023; Yapp & Kataraian, 2022). Hence, the purpose of the study is to identify the key determinants that may influence consumers for continued to use motivations of FDAs services through the lens of the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al., 2003) and subsequent extensions of the UTAUT2(Slade et al., 2015; Venkatesh et al., 2012). By addressing these gaps, our study adds three additional critical components to the model: information quality, convenience, and time-saving. Moreover, this research can shed light on the importance of consumer psychology in determining whether or not businesses will continue to offer FDA services after a pandemic, such as the one caused by the COVID-19 virus. The following section of the paper goes through theoretical development and research hypotheses. The subsequent section covers the methodology, followed by the empirical findings and a discussion of the theoretical contributions and practical implications. Finally, the work concludes with limitations and implications for future research. II. L iterature and H ypothesis a) Food Delivery Applications (FDAs) FDAs, which are a new type of online-to-offline service, connect dinners with their favorite restaurants by bridging the gap between online ordering and in- person delivery services(Zhao & Bacao, 2020). FDA provides various options and enables consumers to order from various host restaurants directly through its mobile phone application (Pillai et al., 2022). There are two main types of FDAs, as described by Ray et al. (2019). First, there are the restaurants themselves, which include Pizza Hut, KFC, and Domino’s Pizza. Second, third-party intermediate platforms are becoming increasingly popular and have been widely embraced in Bangladesh. Some examples of these platforms include FoodPanda, HungryNaki, Pathao Food, Chaldal, and Foodfex (Maria, 2023). Customers can choose from a variety of restaurant options and place their orders through an FDA service platform on their mobile phones. The restaurant is responsible for receiving the customer's order and preparing the food after it has been paid for(An et al., 2023; Novita & Husna, 2020). The order is then brought to the consumer by a delivery man. Customers can use the app to monitor the progress of their orders and communicate with the drivers who are delivering them (Chakraborty, 2022). Hence, FDA services eliminate waiting in line, traveling for pick-up, and miscommunication, which often occurs in restaurants and phone orders (Gani et al., 2023).