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User Familiarity and Satisfaction With Food Delivery Mobile Apps

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  • Ju-Choel Choi

Abstract

The market for food delivery mobile applications (FDMAs) in South Korea has massively expanded due to the increase in both smartphone penetration rate and single-person households, thus marking a phase of severe competition. A deeper understanding among FDMA practitioners of users’ acceptance of FDMAs is required to become more competitive. The technology acceptance model (TAM) is a dominant theory to help illuminate users’ acceptance of new technology. However, users’ familiarity (FAM) and satisfaction (SAT) with new technology has been less studied in the context of FDMA. Based on this background, this study aims to examine the relationships between users’ FAM, perceived ease of use (PEU), perceived usefulness (PU), SAT, and intention to reuse (IR) in the context of FDMAs. With the use of an online-based questionnaire, data were obtained from consumers who have experienced with one of the top-three mobile apps for food delivery in South Korea. Partial least squares structural equation modeling is employed to examine the extended TAM in the Korean FDMA setting. The findings demonstrate that (a) FAM has a positive influence on both PEU and PU; (b) PEU is positively associated with PU; (c) both FAM and PU positively affect SAT, but PEU does not; and (d) FAM, PU, and SAT are the significant antecedents of IR. This study then discusses the findings in terms of academic contributions and suggests practical implications, focusing on marketing strategies that can be usefully adopted by FDMA developers.

Suggested Citation

  • Ju-Choel Choi, 2020. "User Familiarity and Satisfaction With Food Delivery Mobile Apps," SAGE Open, , vol. 10(4), pages 21582440209, November.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:4:p:2158244020970563
    DOI: 10.1177/2158244020970563
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    References listed on IDEAS

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    Cited by:

    1. Goh Mei Ling, 2021. "Customer Satisfaction towards Mobile Food Delivery Apps during Covid-19 Pandemic," GATR Journals jmmr281, Global Academy of Training and Research (GATR) Enterprise.
    2. Soyoung An & Thomas Eck & Huirang Yim, 2023. "Understanding Consumers’ Acceptance Intention to Use Mobile Food Delivery Applications through an Extended Technology Acceptance Model," Sustainability, MDPI, vol. 15(1), pages 1-14, January.
    3. Roberto Vaz & João Vidal de Carvalho & Sandrina Francisca Teixeira, 2022. "Towards a Unified Virtual Business Incubator Model: A Systematic Literature Review and Bibliometric Analysis," Sustainability, MDPI, vol. 14(20), pages 1-21, October.

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