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 5 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals ii. Effort Expectancy Effort expectancy is defined as the degree to which customers’ perceived ease is connected with the usage of a given technology (Venkatesh et al., 2012). In the TAM paradigm, effort expectancy corresponds to perceived ease of use. Perceived ease of use of technology can encourage users to engage more with it (Okumus et al., 2018), but complexity can reduce users’ intent to embrace or reuse it. Users in FDAs may order food without the intervention of restaurant or café employees. The design and structure of an FDA may improve consumers’ capacity to process food orders and delivery in a timely and efficient manner (Gunden et al., 2020). As a result, the FDA’s services are regarded as simple technology with a few steps in food ordering and multiple payment choices. Thus, effort expectancy is an essential factor significantly affecting users' behavioral intentions (Gunden et al., 2020; Saad , 2020). The greater the perceived ease of use of the FDA service, the more likely consumers would continue to use it beyond the initial adoption (Cho et al., 2019; Koiri et al., 2019; Pigatto et al., 2017; Roh & Park, 2019). A customer’s willingness to continue using mobile food delivery apps may be influenced by their view of their simplicity and convenience of use, particularly after using the apps for a long time. The following hypothesis was developed based on the literature: H2: Effort expectancy positively influences the continuous usage intention of FDA services. iii. Social Influence Social influence is the extent to which users acquire willingness from the encouragement and support of their family members, peers, friends, and coworkers in deciding whether or not they will continue to utilize an application (Venkatesh et al., 2003). When users are encouraged and motivated by those near to them whose opinions they value, they develop an intention toward technology (Singh et al., 2020). Customers are more likely to consult their social network to obtain information about new technologies or social support to continue using them. Studies have demonstrated and empirically established the significance of social influence in predicting users’ intention to continue using mobile wallet services (Singh et al., 2020), fitness apps (Dhiman et al., 2020), and online games (Xu, 2014). Moreover, social influence may emerge when users begin comparing their opinions to those of others in the same social group (Khatimah et al., 2019). Regarding FDAs, users continue to use these applications if they receive social validation from their peers and family. According to Choi et al. (2014), the identification of friends or neighbors with the same predictions in recommendation systems can substantially affect users' attitudes toward new technologies. Consequently, it was hypothesized that: H3: Social influence positively influences the continuous usage intention of FDA services. iv. Facilitating Condition Facilitating condition refers to the degree to which an individual perceives that organizational and technical infrastructure supports the use of new technology (Venkatesh et al., 2003). Facilitating conditions also include the customers’ perceptions of available resources and support (i.e., the system’s access to instruction, guidance, and assistance) to perform the behavior (Nysveen & Pedersen, 2016). According to Zhang et al. (2011), facilitating conditions also play a significant role in determining the intention to continue using FDA services. Users are more likely to stick with FDAs and less likely to switch services if they find the app’s supporting features to be to their liking (Agarwal & Sahu, 2022). In order to make using FDAs more pleasurable, it may be proposed that customers think about an appropriate level of technological, operational, infrastructural, and human assistance (Osei et al., 2021). This led to the following hypothesis: H4: Facilitating conditions positively influence the continuous usage intention of FDA services. v. Hedonic Motivation Hedonic motivation is intrinsic and is connected to users’ desire, entertainment, and pleasure after the experiences of using the products or services (Alalwan, 2020). It is also viewed as a critical influencer of consumers’ intention to use new technology (Brown & Venkatesh, 2005). From an online food delivery service perspective, mobile delivery apps enable users to enjoy their favorite food without leaving their houses or workplaces. They may have their food delivered to their doorsteps. If users enjoy using FDA services, it may encourage them to continue using them (Rasli et al., 2020). However, hedonic motivation is subjective; consumers can generate hedonic value through sensory, imaginative, and emotional experience-based pleasure during the buying process, influencing consumers’ continuance usage intention towards FDA services (Rasli et al., 2020). Therefore, it was hypothesized that: H5: Hedonic motivation positively influences the continuous usage intention of FDA services. vi. Price Value The price value is the “consumers’ cognitive exchange between perceived benefits of the applications and monetary cost for using them” (Venkatesh et al., 2012). Price value positively impacts intention to use as the advantage of technology use is more than currency benefits. Mobile app users usually consider the monetary amount incurred when they use the application. The relative advantage of online