Factors influencing consumers' continued use of food delivery apps in the post-pandemic era: insights from Saudi Arabia
ISSN: 0007-070X
Article publication date: 10 November 2023
Issue publication date: 9 April 2024
Abstract
Purpose
This research empirically studies consumers' continued intention to use mobile food delivery applications (apps) during the post-pandemic era in Saudi Arabia.
Design/methodology/approach
Using the unified theory of adoption and use of technology 2 (UTAUT2) as a theoretical model, this study collected data from a survey of 304 Saudi Arabian consumers. Structural equation modelling (SEM) was used to examine the proposed model and its hypotheses.
Findings
Social influence and performance expectancy (PE) had the strongest effects on the intention to continue using mobile food delivery apps in the post-pandemic era. In addition, effort expectancy (EE) significantly influenced PE regarding the adoption of food delivery apps. Meanwhile, EE was not an important predictor of the continued intention to use mobile food delivery apps in Saudi Arabia.
Originality/value
This study enriches the literature on consumers' continued intention to use food delivery apps in the post-pandemic era, a subject that has rarely been studied. In addition, this study expands the theoretical potential of the UTAUT2 model by examining the role of trust in continued intention and the effect of PE on EE in the adoption of food delivery apps during the post-pandemic era in Saudi Arabia.
Keywords
Acknowledgements
This paper forms part of a special section “Digitization and innovation of the food and beverage industry in the post-pandemic era: challenges, drivers and opportunities”, guest edited by Vincenzo Corvello, Ciro Troise, Alberto Michele Felicetti and Paul Jones.
Citation
Abed, S.S. (2024), "Factors influencing consumers' continued use of food delivery apps in the post-pandemic era: insights from Saudi Arabia", British Food Journal, Vol. 126 No. 5, pp. 2041-2060. https://doi.org/10.1108/BFJ-12-2022-1141
Publisher
:Emerald Publishing Limited
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