Determinants of continuance intention to use food delivery apps: findings from PLS and fsQCA

Abstract

Purpose Customers increasingly use food delivery applications (FDAs) to place orders. Despite the popularity of FDAs, limited research has investigated the drivers of the continuance intention to use FDAs. This study aims to uncover the drivers of the continuance intention to use FDAs by integrating the “technology continuance theory” (TCT) with perceived task-technology fit, perceived value and perceived food safety. Design/methodology/approach Data were collected from 398 individuals in Thailand and evaluated using “partial least squares” (PLS) and “fuzzy-set qualitative comparative analysis” (fsQCA). Findings The PLS results supported the significance of all direct relationships, except the effects of perceived ease of use on attitude and perceived usefulness on continuance intention. Accordingly, perceived food safety positively moderated the impact of perceived ease of use on attitudes. The fsQCA uncovered seven solutions with various combinations of factors that predicted high continuance intention. Practical implications This study enables food delivery apps to develop effective strategies for retaining users and sustaining financial performance. Originality/value This research contributes to the literature by investigating the factors underlying the continuous use of FDAs with a new PLS-fsQCA technique and applying TCT in a new technological context, FDAs and enriching it by adding three variables: perceived task-technology fit, perceived value and perceived food safety.