Why customers have the intention to reuse food delivery apps: evidence from China

Abstract

Purpose

Food delivery apps (FDA) have been widely adopted by customers in online-to-offline (O2O) catering businesses. This study aims to explore the mechanism regarding the stickiness of FDA and indicates why customers have the intention to reuse them.

Design/methodology/approach

A research model was developed based on the e-commerce system successful model (ECSS model) and social influence theory. Using the data collected from 312 customers who have FDA usage experience via an online survey, the established model was empirically assessed by partial least squares based structural equation model.

Findings

The results show that factors including information quality, ease of use, convenience and various choices perceived by FDA users are significant antecedents of customer satisfaction and perceived value, which in turn positively influence customers' intention to reuse. Besides, informational social influence and normative social influence play important roles in directly or indirectly affecting customers' intention to reuse.

Originality/value

This study extends the e-commerce system success model and enriches the literature regarding stickiness of FDA. Besides, the understanding of social influence in FDA usage has been deepened by addressing its role in the ECSS model based on the features and contexts of such apps.

Citation

Bao, Z. and Zhu, Y. (2022), "Why customers have the intention to reuse food delivery apps: evidence from China", British Food Journal, Vol. 124 No. 1, pp. 179-196. https://doi.org/10.1108/BFJ-03-2021-0205