Factors Influencing Consumers’ Continuance Usage Intention towards Food Delivery Application: A Case Study in Kuang, Selangor, Malaysia

Abstract

This study theoretically analyzes factors influencing consumers' continuance usage intention towards food delivery application in Kuang, Selangor using Unified Theory Acceptance and Use of Technology (UTAUT). The study was necessitated by food delivery application usage blooms during the Covid-19 pandemic. The study used quantitative techniques, and a sample survey of 456 Kuang's respondents who have experience in using food delivery applications were employed in this study; as a result, 404 responses were successfully gathered, representing 88.59 percent. In conducting the reliability and validity analysis, 378 responses were found to be fit to be used for further analysis, and 26 responses were eliminated due to the data-cleaning process. The finding reveals that performance expectancy was identified to have the strongest positive influence on consumers' intention to continually use food delivery applications, followed by social influence. This study is deemed important in understanding consumer behavior intention towards the usage of food delivery applications. This is invaluable to food operators as the world economy relies on information technology. In other words, the future of businesses was strongly believed to be dominated by information technology. In conclusion, this study has a role in improving food operators' service and profit.