How Do You Choose? The Factors Determining the Continuance Intention to Uses of Food Delivery Apps

Abstract

The COVID-19 pandemic has led to changes in consumer behavior and provided new opportunities for the development of the food delivery industry. This study emphasizes the importance of continuance intention to use food delivery platform operators, as it is considered a key factor in the success of the business model. The study used SPSS and Smart PLS 3.0 to analyze data and found that convenience, usability, and agility have a significant impact on user experience, which in turn affects continuance intention to use. Additionally, this study compares the influence of two delivery platform operators on continuance intention to use through partial least squares multi-group analysis (PLS-MGA). This study will help improve managers' awareness of food delivery services and marketing strategies targeting consumers.