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 6 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals shopping is that it enables consumers to browse at different sites to compare prices, thus allowing them to purchase at a better bargain (Chiu et al., 2014). Thus, price value portrays the perceived benefits of using the app versus the monetary cost s incurred using the app (Shaw & Sergueeva, 2019). Additionally, Venkatesh et al. (2012) concluded that a positive price value could affect behavioral intention positively. Price value follows the ideas of perceived value (Venkatesh et al., 2012). Price value positively influences intention to use when the benefits of technology use are perceived to outweigh the monetary costs. The significant influence of perceived value over intention has been provided in some studies (Baabdullah et al., 2014). Regarding food delivery apps, consumers will use FDAs for a long time if the benefits are greater than the financial sacrifice. This is in line with the research from Hew et al. (2015), who described that price value influences behavioral intention. Alalwan (2020) showed that price is essential in attracting consumers and that particular quality value benefits the intention to reuse mobile food delivery apps. Jain et al. (2018) indicated that among the responsible factors of FDAs, signals and price fluctuations, discount offers, availability of comparative prices, and ease of choice are the prime exhibits. Rasli et al. (2020) found that attractive discounts, rewards, and cashback offers are also important factors that increase the popularity of the FDA service. In addition, mobile FDAs form alliances with restaurants, providing consumers with better promotional offers and tempting incentives as an alternative to physically dining at these locations. Hence, the following hypothesis is proposed: H6: Price value positively influences the continuous usage intention of FDA services. vii. Habit Habit is spontaneous tendencies performed automatically through learning (Limayem et al., 2007). Habit is a behavioral preference in the present , whereas intended use indicates the specific behavioral intention referring to future activities. Most habitual behavior of customers arises spontaneously and proceeds efficiently, effortlessly, and unconsciously due to their collected learning experience (Aarts et al., 1998). Research on habitual intentions has shown that habit has been a crucial factor in the potential adoption and usage of technology t o facilitate behavioral improvements (Amoroso & Lim, 2017; Lee et al., 2019; Liao et al., 2006; Venkatesh et al., 2012). In addition, when consumers are familiar with the FDA services, habits or past learning experiences may positively influence their continuous usage intention of FDAs (Chopdar & Sivakumar, 2019; Palau-Saumell et al., 2019). Thus, the following hypothesis proposes that: H7: Habit positively influences the continuous usage intention of FDA services. viii. Information Quality Information Quality (IQ) refers to the level of accuracy and consistency of the information provided by a firm related to its direction and product and service offerings(Zhou, 2011). Kaium et al. (2020) denoted that information quality describes various dimensions, including accuracy, currency, completeness, relevance, efficiency, scope, and timeliness. It is a vital determinant of a website’s quality. Better information quality may provide enjoyment and positive behavioral intention (Santos & Patiu, 2023). In contrast, the poor quality of information may significantly affect business processes and causes client dissatisfaction (Rana et al., 2023). Very few studies have been conducted on the influence of information quality on continuance intention, especially in online food delivery services (Khalil et al., 2020; Nguyen et al., 2023; Rasli et al., 2020). Prasetyo et al. (2021) showed that users consider the basic features of FDAs and desire complete and updated information before their use. Lee et al. (2020) conducted a study on food safety push notifications and revealed that information quality significantly influences continuance usage intention. Information quality represents the foremost essential communication capability between a customer and a merchant and is thought to be the foundation for building trust (Zhou, 2013). Based on previous literature, the following statement was hypothesized: H8: Information quality positively influences consumers’ continuance usage intention of FDA services. ix. Time-Saving Society is preoccupied with everyday activities and faces time constraints. As a result, items or services that can save them time are selected. In the context of FDA services, consumers perceive time savings as a critical element for measuring service quality (Banerjee et al., 2019). Users do not need to travel to a restaurant or café for meals or to wait in a restaurant for food to be given to them when they use FDAs (Chopdar & Sivakumar, 2019). Furthermore, time savings may raise a user's sense of self-control, which has been proven to increase the chance of continuing meal delivery apps in the future (Chai & Yat, 2019; Yeo et al., 2017). As a result, the following theory is proposed: H8: Time-saving will positively influence the continuous usage intention of FDA services. x. Convenience In simple terms, convenience is the time and effort required to obtain a service or purchase a product (Copeland, 1923). Convenience has been determined to play a critical role in creating customer choice for technology, as evidenced by the available literature (Chotigo & Kadono, 2021; Ozturk et al., 2016). Convenience is also known as the perceived benefit of mobile apps (Xu et al., 2019). In the context of mobile food delivery apps, the app allows users to order food