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Why do people use mobile food ordering apps?: Extended UTAUT2

Author

Listed:
  • I.K. Erdem

    (Bartin University, Bartin, Turkey)

  • K. Celik

    (Bartin University, Bartin, Turkey)

Abstract

With the advancement of technology, many habits of people have changed. One of these is the habit of ordering food. While people used to place food orders through traditional means such as phone or email, nowadays, they can do so more quickly and easily through mobile food ordering applications (MFOAs). The increasing use of MFOAs has necessitated the exploration of factors influencing individuals’ intention to reuse these applications. The aim of this study is to investigate the factors influencing individuals’ intention to reuse MFOAs. The study is based on marketing theory and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. In addition to the seven variables proposed by UTAUT2, variables related to the characteristic features of MFOAs, such as online reviews, online ratings, and online order tracking, have been added to the same model. The research data were obtained from surveys conducted with 441 MFOA users between December 2021 and March 2022. The collected data were analyzed using structural equation modeling in the R Software. As a result, it was observed that online ratings, effort expectation, online order tracking, price value, habit, and hedonic motivation variables have a significant and positive impact on the intention to reuse MFOAs. Social influence, facilitating conditions, performance expectation, and online reviews were found to have no effect on customers’ reuse intentions toward MFOAs. The findings of the study provide insights into understanding consumer preferences and purchase intentions, offering a prediction for MFOA service providers competing for a larger market share.

Suggested Citation

  • I.K. Erdem & K. Celik, 2024. "Why do people use mobile food ordering apps?: Extended UTAUT2," Upravlenets, Ural State University of Economics, vol. 15(3), pages 99-119, July.
    • Handle: RePEc:url:upravl:v:15:y:2024:i:3:p:99-119
    DOI: 10.29141/2218-5003-2024-15-3-7
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    References listed on IDEAS

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    1. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    2. Jill E. Hobbs, 2020. "Food supply chains during the COVID‐19 pandemic," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(2), pages 171-176, June.
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    More about this item

    Keywords

    consumer behaviour; customer retention; continuing use intent; mobile apps; mobile food ordering apps; UTAUT2; Turkey;
    All these keywords.

    JEL classification:

    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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