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 3 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals A clearer picture of the FDA’s service quality emerged during the COVID-19 outbreak(Hong et al., 2021). Hasan et al. (2023) stated that most customers utilized FDAs to avoid interacting with staff members and stay away from people in places. Accordingly, Khosasih and Lisana (2023) and Gani et al. (2023) revealed that consumers' habits in terms of information- seeking and decision-making regarding ready-to-eat food have significantly changed over this period. Thus, the FDA has created a new consumer market by providing 24/7 services via its extensive business and service model (Hasan et al., 2023; Pillai et al., 2022). Numerous studies have been undertaken in recent years in order to investigate the underlying driving forces that are responsible for the adoption and use of mobile FDAs services. Food image, hedonic, utilitarian, perceived informativeness (Khosasih & Lisana, 2023),service quality, price value, delivery experience, and convenience (Hasan et al., 2023), online review content (Shah et al., 2023), information quality, ease of use, and various food choice (Bao & Zhu, 2022). In addition, aggressive discounts, fulfillment, and multiple payments (Pandey et al., 2022), expectation confirmation, perceived usefulness, dinning attitude, e- satisfaction (Amin et al., 2020), delivery time, food conditions (Saad, 2020), societal pressure, customer experience, a searching of restaurants, quality control, listing (Ray et al., 2019), design, trustworthiness(Cho et al., 2019), and prior online purchase experience (Yeo et al., 2017). Thus, the purpose of this study was to determine which aspects of the FDA's service technology best predict consumers' intentions to use a mobile food delivery service application. This study seeks to evaluate the UTAUT2 (Venkatesh et al., 2012) and some crucial determinants, including information quality, convenience, and time-saving , as they relate to consumers' continuous use intentions of FDA services. b) Continuance usage Intention In the field of consumer behavior, consumers usually go through an evaluation process before deciding whether or not to make a repeat purchase (Oliver, 1980). Zeithaml et al. (1990) argue that before making a purchase, consumers form impressions of a product or service based on their prior knowledge and experiences. Customers judge the quality of the service and evaluate it in relation to the standards they had set for it initially. In this way, behavioral intention measures how likely it is that a user will do a specific action in the future. Customers are more likely t o make repeat purchases when they feel their experiences have been positive (Kupfer et al., 2016). According to Bhattacherjee et al. (2008) and Bhattacherjee and Lin (2015), the likelihood of people continuing to use a technological product or service is equivalent to their likelihood of repeat purchases. Even though well-known behavioral models like the technology acceptance model (Davis, 1989) and the theory of planned behavior (Ajzen, 1991) have been used a lot to study what makes people accept new technological products and services, they can only explain users' behavior in the early stages of acceptance (Ambalov, 2018). Adoption and continuation of technology, in particular, are distinct actions both in terms of concept and over time (Bhattacherjee & Lin, 2015). Acceptance is an early stage of a person's experience with technology when they do not know anything about it. In later stages, other factors can affect a person's decision to keep using the technology (Arts et al., 2011; Kim & Malhotra, 2005). According to Bhattacherjee (2001) and Ambalov (2018), the long-term feasibility and success of new technology products or services are primarily dependent on their adoption and continued usage. This is true despite the fact that initial acceptance is an important factor. Consumers' persistent use of products or services, such as FDA services, can be better understood with the help of the UTAUT2 model (Santosa et al., 2021). As a result, it is critical to investigate UTAUT2's generalizability in various research contexts. c) Unified Theory of Acceptance and Use of Technology 2 Many models, including the technology acceptance model (TAM) (Davis, 1989), the theory of planned behavior (TPB) (Ajzen, 1991), a combined TAM and TPB (Taylor & Todd, 1995), and innovation diffusion theory (IDT) (Rogers, 1995), have been developed and extensively tested to predict users' behavioral intention to use new technology systems. In particular, the unified theory of acceptance and use of technology (UTAUT) model, which was developed by Venkatesh et al. (2003), has been modified with eight theories/models of technology acceptance that are widely used in mobile technology adoption. This modification was made to understand better how people accept and use new technologies. In the first version of the UTAUT model, there were supposed to be four different independent variables or constructs. These were performance expectancy, effort expectancy, social influence, and facilitating conditions. According to Venkatesh et al. (2012), the primary objective of the development of UTAUT2 was to place emphasis on the use context of individual consumers. The original UTAUT literature measures intent to adopt, while UTAUT2 measures intent to continue using (Erjavec & Manfreda, 2022; Venkatesh et al. 2003). Three additional variables- habit, hedonic motivation, and price value-were examined in the extended UTAUT2 model from the perspective of an individual’s information system adoption and use intention. Additionally, the moderated relationships between factors like gender, age, experience, and voluntariness of use were confirmed by the UTAUT2. This study assessed UTAUT2 and information quality,