Factors affecting customer's continuous usage intention in the food delivery apps
Abstract
The increasing of people using the smartphone in Vietnam led to the development of mobile applications for various purposes including social networking, news, entertainment, transportation service and especially food delivery service. Food delivery service has been built on mobile apps platform, which not only brings in more and more revenues and benefits for food providers but also the convenience, usefulness for consumers. This study was aimed to explore the effects of five food delivery apps attributes including visual design, information design, navigation design, price & promotion, and various food choice on customer ‘s perceived value, attitude, and intention to continuously use. Quantitative method was applied through distributing questionnaire in English and Vietnamese in the area of Ho Chi Minh city. The data in this research was analyzed by using SmartPLS ver 3.0. 287 out of 316 distributed surveys were valid responses. Key findings indicated that price & promotion was the most influential attribute on perceived value in, meanwhile, the visual design did not have any significant impact. A strong relationship among three variables: perceived value, attitude, and intention to continuously use was also supported. Based on the results, theoretical discussions, practical implication, limitations, and recommendation for future researches were also provided.
Keywords: intention to continuously use, attitude, perceived value, visual design, information design, navigation design, price & promotion, various food choices