Determining the drivers of continued mobile food delivery app (MFDA) usage during a pandemic period

Abstract

The study aimed to determine the main factors that predicted users’ intention to continue using mobile food delivery apps during the COVID-19 pandemic. The moderating role of user experience was also explored. Data were obtained from 411 users of mobile food delivery apps in South Africa, using the purposive sampling technique. The lens of the integrated modified unified theory of acceptance and use of technology (UTAUT2) and the task technology fit (TTF) were used for this research. The results indicate that users’ continuance intentions are influenced by performance expectancy and habit, and that hedonic motivation and TTF are insignificant predictors. Performance expectancy mediates between TTF and continuance intention, and user experience moderates the relationship between predictors (TTF, hedonic motivation, habit) and continuance intention. Restaurant owners can use the findings of this study to design winning strategies that mix both technology features and mental perceptions to build a stronger client base during crises and future business possibilities.

Keywords:

• Mobile food delivery applications
• continuance intention
• mobile payments
• user experience

REVIEWING EDITOR:

• Balan Sundarakani, University of Wollongong in Dubai Faculty of Business, United Arab Emirates

Subjects:

• Social Sciences; Behavioral Sciences; Consumer Psychology; Economics, Finance, Business & Industry; Business, Management and Accounting; Marketing

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Monique Munday

Mrs Monique Munday was a Masters student in the Department of Marketing Management during 2021. Monique conducted and completed her research as part of the fulfilment of the Master of Commerce (MCom) degree in Marketing Management and graduated in 2022.

Michael Humbani

Dr Michael Humbani is a senior lecturer in the Department of Marketing Management at the University of Pretoria. His research focus area is mobile marketing, and his research works can be found in journals such as the International Journal of Bank Marketing, International Review of Retail, Distribution and Consumer Research, and Journal of African Business.