Factors influencing consumers' continued use of food delivery apps in the post-pandemic era: insights from Saudi Arabia

PurposeThis research empirically studies consumers' continued intention to use mobile food delivery applications (apps) during the post-pandemic era in Saudi Arabia.Design/methodology/approachUsing the unified theory of adoption and use of technology 2 (UTAUT2) as a theoretical model, this stud...

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Bibliographic Details
Published inBritish food journal (1966) Vol. 126; no. 5; pp. 2041 - 2060
Main Author Abed, Salma S.
Format Journal Article
LanguageEnglish
Published Bradford Emerald Publishing Limited 09.04.2024
Emerald Group Publishing Limited
Subjects
Consumers
COVID-19
Expectancy
Food
Hypotheses
Literature reviews
Pandemics
Restaurants
Shelter in place
Smart devices
Smartphones
Subscriptions
Technology
Technology Acceptance Model
Technology adoption
Saudi Arabia
Arab countries
Saudi Arabia
Mobile food delivery applications
Consumers
Behavioural intention
UTAUT2
Apps
Adoption
Post-pandemic
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Summary:PurposeThis research empirically studies consumers' continued intention to use mobile food delivery applications (apps) during the post-pandemic era in Saudi Arabia.Design/methodology/approachUsing 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.FindingsSocial 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/valueThis 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.
ISSN:0007-070X
1758-4108
DOI:10.1108/BFJ-12-2022-1141