Factors affecting consumer acceptance and use of mobile delivery applications in South Africa

Abstract

alone (Collison 2020).Consumers globally differ in their online shopping behaviours (Makhitha, Scheers & Mogashoa 2019). Leading e-commerce platforms worldwide also vary by region and include sites that are now household names: Amazon (USA), Alibaba (China) and Flipkart (India) (Li, Mirosa & Bremer 2020). Developed countries such as the United Kingdom, China and the USA are the leaders in online shopping, while developing countries lag because of a lack of Internet services and other factors (Li et al. 2020). According to Okonkwo (2019), despite the increased penetration of mobile Background: During the 2020 global coronavirus (COVID-19) outbreak, mobile delivery applications flourished, facilitating consumer access to groceries. Research has shown, however, that usage remains low in developing countries such as South Africa.Objectives: This research identifies factors that affect the acceptance and use of a mobile delivery application. It provides recommendations for application designers to improve application functionality and usability and for retailers to better understand customer needs.Method: This research adopted an interpretivist stance, utilising the Unified Theory of Acceptance and Use 2 (UTAUT2) as a theoretical framework. Data were collected and analysed from 4159 Google Play Store customer reviews using thematic content analysis. Reviews were anonymised, coded and categorised according to the UTAUT2 model constructs.Results: Performance expectancy and facilitating conditions were found to affect acceptance and use of the application. Effort expectancy, hedonic motivation and cost price had a moderate effect. Social influence, habit and price value did not impact the use of the mobile delivery application. Users will depend not only on recommendations from friends and family but also on service costs. Conclusion:This research revealed that users are more likely to accept and use a mobile delivery application if they find it helpful and receive quick assistance when facing technical challenges.Contribution: This research identifies factors that affect the acceptance and use of a mobile delivery application in a geographical area where usage remains low. Retailers may attract more customers and find more success in mobile delivery services by addressing customer concerns and challenges.

The Factors Determining Customer Satisfaction towards Food Service Delivery Application During Covid-19 Pandemic

“…Kalimuthu and Sabari Ajay (2020) also verified in their study that convenience in terms of time savings determines consumer satisfaction with online food delivery services. Additionally, a recent analysis of food delivery apps undertaken during the COVID-19 outbreak revealed a significant correlation between convenience and customer satisfaction with food delivery apps (Musakwa, 2021). The following hypotheses have developed as a result of the recent discussions H2: Convenience has a positive effect on customer satisfaction with mobile food delivery apps.…”

Consumers’ Food Delivery Apps (FDAs) Continuance Intention: An Empirical Investigation using the Extended UTAUT2 Model

“…Despite the shifting consumer behavior toward FDA services, the majority of earlier research studies have paid increased attention to the evaluation of organizational outcomes for online food delivery services (Chai & Yat, 2019; Saad, 2020). However, there is still a lack of research on understanding consumer behavioral intention toward FDA services after the COVID-19 pandemic, especially in the growing food delivery market in Bangladesh (Musakwa & Petersen, 2023;Yapp & Kataraian, 2022). Hence, the purpose of the study is to identify the key determinants that may influence consumers for continued to use motivations of FDAs services through the lens of the Unified Theory of Acceptance and Use of Technology (UTAUT) (Venkatesh et al, 2003) and subsequent extensions of the UTAUT2 (Slade et al, 2015;Venkatesh et al, 2012).…”