Food Delivery Apps

This chapter focuses on the factors that influence consumers’ use of food delivery apps in Malaysia. The popularity of food delivery apps has made them an important marketing tool for food service businesses. Using an extended flow theory model, this study explores consumers’ experiences when purchasing food delivery through mobile apps. The study uses Grab Food, a popular food delivery app in Malaysia, and collects data from an online and offline survey of postgraduate students at public universities. A dichotomous scale is used to measure online purchasing behavior, and the research model is tested using Partial Least Squares (PLS) with PLS Graph 3.0.

The study found that consumer experience (web and digital) has a significant effect on buying behavior. The results indicate that consumers’ experience with the app’s usability, interactivity, and aesthetics positively affects their buying intention. Additionally, the study found that consumers’ experience buying from the website was based on functionality rather than psychological and content factors. Furthermore, digital experience had a stronger effect on buying behavior with more experience using the food delivery application. The study is one of the early ones to investigate the role of consumer experience. Moreover, the study found that the web experience (usability, interactivity, aesthetics) and digital experience have a larger impact on buying intention behavior in users’ first interaction with food delivery apps.

Author(s) Details:

Nina Farisha,
University of Malaya, Malaysia.

Norhayati Mat Yusoff Mohd Yusof,
Universiti Teknologi MARA, Malaysia.

Irina Mohd Akhir,
Universiti Teknologi Mara (Pulau Pinang), Malaysia.

Suriati Osman,
Universiti Teknologi MARA, Malaysia.

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