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 7 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals anytime and anywhere. Not to mention that the food is subsequently delivered right to their doorsteps. Because of these factors, it encourages the user to reuse the application occasionally. According to Shah et al. (2021), they discovered that convenience significantly influenced consumers’ continuing intention. As a result, the following hypothesis is offered . H10: Convenience positively influences the continuous usage intention of FDA services. Fig. 1: The Conceptual Model III. M ethodology a) Sampling and Data Collection This study concentrated exclusively on food delivery applications FDAs service users residing in urban areas in Bangladesh. Due to time and resource constraints, the study adopted a convenience sampling method within a non-probability sampling technique, namely purposive sampling (Malhotra, 2010). Respondents who used an FDA and purchased food from it were eligible for this study. For this study, “Google Forms” was used to create an online questionnaire containing demographic and measure- ment items. The items of the questionnaire were originally written in English and then translated into Bengali using the back-translation process (Amin et al., 2020). The respondents communicated through Facebook and WhatsApp . We sent the questionnaire link to many Facebook and WhatsApp groups, such as faculty and student groups at Chittagong University, along with a cover letter to ensure the expediency of responding. Moreover, the study utilized the snowballing technique by requesting respondents to forward the link to their personal Facebook pages and WhatsApp groups to get the maximum number of respondents(Taylor, 2021; Wang et al., 2019). The survey was open for one month, from January15to February15, 2023. The G-Power program was used for the study, and a sample size of 140 respondents (at a minimum) was suggested. There were a total of 380 respondents participated in the survey. After excluding the incomplete responses, 350 (response rate of 54%) were chosen for data analysis. Among them, 147 (42%) were men, and 203 (58%) were women. In terms of age, 79 respondents (22.57% of them) are below 24 years old, the majority, 182 respondents (52.43% of them) were between 25 and 39 ages,16% of respondent s were between 40 and 59 ages and the remaining 10% are above 60 years old. More than half of the respondents were unmarried. Only 26 respondents had a secondary level, 104 respondents had a higher secondary level, and 165 respondents had a university level of education. Almost all respondents had a monthly income of at least 20,000 to 39,000 BDT. Regarding occupation, students were 78, and 46.29% of respondents were government employees and professional job holders, respectively. With regards to frequency of FDAs use, the majority, 127 respondents (36.29% of them) reported above nine times in a month,