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 4 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals convenience, and time-saving on users’ continuance intention to use without including any moderating variables such as gender, age, experience, and voluntariness(Yap & Lee, 2023). Table 1 presents a selected study on FDAs that attempted to apply UTAUT2 to understand the factors influencing customers' continued use of FDAs over the past few years. Researchers have mostly used the UTAUT theory as their main framework, but Musakwa and Petersen (2023) looked into UTAUT2, and Zhao and Bacao (2020) combined the task-technology fit mode and the expectancy confirmation theory into the UTAUT theory. Even though UTAUT is the underlying theory, not every researcher kept the original independent variables but instead added new variables to their research (Ali et al., 2023; Santos & Patiu, 2023). Venkatesh et al. (2012) revealed that UTAUT2 demonstrates significant results in elucidating the essential determinants of an individual’s continued technology use. Extending or adapting UTAUT2 to diverse research contexts and theories concentrating on a specific context is essential for a deep knowledge of the focal phenomenon (Venkatesh et al., 2012). This research has largely concentrated on the multi-dimensional attributes of FDAs and the characteristics and behavior of users. Figure 1 depicts the seven factors (i.e., performance expectancy, effort expectancy, social influence, facilitating conditions, price value, hedonic motivation and habit) proposed by Venkatesh et al. (2012) for the model of the current study. In addition to this, the same model will incorporate three more psychologically-related constructs, namely information quality, time-saving, and convenience. Table 1: Studies on Online Food Delivery Apps (FDAs) using the UTAUT Theory Relevant studies Theoretical frameworks Variables (Musakwa & Petersen, 2023) UTAUT2 PE, EE, SI, HM, PV, HB, FC, BI, UB (Arora & Manchanda, 2023) UTAUT2 PE, EE, SI, HB, PV, CI, CUI (Ali et al., 2023) UTAUT2 PE, EE, SI, PTR, MOUFA (Santos & Patiu, 2023) UTAUT2 IQ, PE, EE, SI, HM, FC, PV, HB, CUI, SAT, (Ramos, 2022) UTAUT2 EE, PE, food & beverage quality, and PV (Taylor, 2021) UTAUT2 PE, EE, SI, RK, TR, HM, PV, HB (Alalwan, 2020) UTAUT2 PE, EE, SI, FC, HM, PV, HB, ORV, ORT, OTR, SAT, CUI (Zhao & Bacao, 2020) UTAUT, ECM and TIF PE, EE, SI, TR, TIF, COF, SAT, CUI “Note: Performance expectancy (PE), Effort expectancy (EE), Social influence (SI), Habit (HB), Price value (PV), Information quality (IQ), Hedonic motivation (HM), Facilitating conditions (FC), Trust (TR), Motivation to use food apps (MOUFA), Perceived Trust (PTR), Perceived safety (PSF), Task-technology fit (TIF), Confirmation (COF), Satisfaction (SAT), Continuance usage intention (CUI), Consumer innovativeness (CI), Online review (ORV), online rating (ORT), and online tracking (OTR), Behavioral intention (BI), Use behavior (UB), Risk (RK).” i. Performance Expectancy Performance expectancy was defined by Venkatesh et al. (2003)as “how much the use of technology in specific activities will benefit consumers.” According to Alalwan (2020), performance expectancy refers to the perceived utility and benefits of a particular technology perceived by consumers to facilitate their tasks or activities productively. When consumer sperceive that a new technology will save them more time and effort than its predecessor, they are more likely to implement it. Therefore, the greater the perception that the utility and benefits of FDAs can enhance their lifestyles, the greater the intent to continue accepting and utilizing FDA services. Users are more likely to continue using a new app if it provides information more conveniently. Performance expectation is synonymous with perceived usefulness and is also a major predictor of user behavioral intention (Holden & Karsh, 2010; Marangunić & Granić, 2015). Prior empirical studies have demonstrated a substantial association between performance expectations and continuance usage intention in domains such as mobile food ordering apps(Ramos, 2022), e-payment adoption (Santosa et al., 2021), and online games (Xu, 2014). Personalization in online food delivery apps corresponds to how appropriately and conveniently users can accomplish tasks such as navigating, selecting, and ordering foods, as performance expectancy is related to technology assisting in completing tasks vigorously and more quickly (Cheng et al., 2020). If consumers are presented with high-quality food photographs and relevant food content, their demand for more information and time to make judgments will be minimized, resulting in improved performance. Consequently, if users find online food delivery services via mobile applications useful, they are more likely to continue using them (Amalia, 2019; Khalil et al., 2020). As a result, the following hypothesis is proposed: H1: Performance expectancy positively influences the continuous usage intention of FDA services.