Factors Affecting Customer E-Satisfaction And Continued Intention To Reuse Mobile Food Ordering Apps: A Case Study Of Shopeefood Among Gen Z In Ho Chi Minh City

Abstract

Mobile food ordering apps (MFOAs) have caused a noteworthy change in consumer behavior regarding food ordering and consumption in recent decades. There is a growing trend in the restaurant industry through the use of mobile phone apps for food ordering that provides a valuable service to customers. Numerous research studies have investigated the outcomes of incorporating MFOAs, with regards to their influence on customers' contentment and propensity to utilize these applications again. Nonetheless, there exist significant inquiries regarding the effects of MFOAs implementation on the propensity of consumers to engage with these applications again. The present research investigated the influence of habits on the attitudes of Vietnamese users towards MFOAs and their rationales for reutilization. The elements that influence users' perceptions regarding MFOAs, as well as their levels of satisfaction with these apps and their rationales for reutilization, were the primary objectives of the study to identify and empirically assess these factors. The objective of this investigation is to present a comprehensive theoretical research framework that draws upon the Expanded Unified Theory of Acceptance and Use of Technology (UTAUT2) in conjunction with the subsequent Mobile Food Ordering Applications (MFOA) constructs, namely online review, online rating, and online tracking. The study utilized a convenience sampling method to collect data from Generation Z customers in Ho Chi Minh City who utilized MFOAs. The outcomes of the structural equation modeling indicate online reviews, ratings, online tracking, performance expectations, and price value play a significant role in determining e-satisfaction, along with five determinants (namely performance expectancy and social influence, hedonic motivation, performance expectancy, and habit) positively impacting consumer intentions to continue using the product. The results of this study are a valuable resource for scholars and practitioners to utilize in their work with MFOA, providing both theoretical insights and practical guidance.