What factors drive consumers’ desire to continue using food delivery apps (FDA) in Taiwan after the COVID-19 pandemic?

Abstract

Purpose

This study aims to establish a comprehensive model integrating variables from the updated unified theory of acceptance and use of technology (UTAUT), expectation-confirmation model (ECM) and trust to determine what factors influence consumers’ decision to continue using food delivery apps (FDA) after the COVID-19 outbreak in Taiwan.

Design/methodology/approach

Data was collected from 350 respondents living in Taiwan via Line using a Google Forms link. A total of 333 valid responses were analyzed after 17 invalid questionnaires were eliminated. To test the suggested study paradigm, partial least squares-structural equation modeling was used as the data analysis approach.

Findings

The results indicate FDA users’ continuance intention (CI) is directly significantly affected by performance expectancy, satisfaction and habit. All the constructs of the updated UTAUT theory, confirmation and trust significantly influence the satisfaction of FDA, and users’ satisfaction significantly positively impacts users’ CI.

Originality/value

Although consumers’ intentions toward FDA have previously been the topic of research, there is a paucity of literature that discusses the connections between the variables that influence FDA users’ CI after the COVID-19 pandemic in Taiwan. By focusing on the relationships between the multiple antecedents of FDA users’ CI, this study contributes to reducing the existing literature gap. Explanation surrounding the elements influencing FDA users’ CI is provided by examining several aspects of FDA usage, including technological and psychological postadoption issues.

研究目的

本研究试图建立一个综合模型, 整合了来自统一接受和使用科技理论（UTAUT）、期望-确认模型（ECM）和信任等变量, 以确定影响消费者在COVID-19疫情爆发后继续使用食品外卖应用(FDA)的因素。

研究方法

本研究针对台湾的居民通过Line平台使用Google Forms链接收集了350份问卷数据, 经过筛选后得到333份有效回复。为了验证所提出的研究范式, 本研究采用了PLS-SEM作为数据分析方法。

研究发现

结果表明, FDA用户的继续使用意图受到性能预期、满意度和习惯的直接显著影响。UTAUT理论、期望确认和信任显著影响FDA用户的满意度, 而用户的满意度对用户的继续使用意图产生积极影响。

研究创新/价值

尽管消费者对FDA的意向不是新的研究的主题, 但在讨论COVID-19疫情后影响FDA用户继续使用意图的变量之间的关系方面, 文献中存在不足。通过探索FDA用户继续使用意图的多个前因关系, 本研究有助于弥补现有文献的空白。通过考察FDA使用的技术和心理因素等多个方面, 本研究提供了解释影响FDA用户继续使用意图的论述。

Citation

Teng, Y.-M., Wu, K.-S., Wang, W.-C. and Chen, L.-W. (2023), "What factors drive consumers’ desire to continue using food delivery apps (FDA) in Taiwan after the COVID-19 pandemic?", Journal of Hospitality and Tourism Technology, Vol. 14 No. 5, pp. 878-892. https://doi.org/10.1108/JHTT-09-2022-0259