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Application of the technology acceptance model to food delivery apps

Won Seok Lee (Department of Tourism and Recreation, Kyonggi University,Suwon, Republic of Korea)
Myungkeun Song (Dong-A University College of Business Administration, Busan, Republic of Korea)
Joonho Moon (Kangwon National University, Chuncheon, Republic of Korea)
Ruohan Tang (Kyonggi University, Suwon, Republic of Korea)

British Food Journal

ISSN: 0007-070X

Article publication date: 7 March 2022

Issue publication date: 2 January 2023

803

Abstract

Purpose

This study explores food delivery app users and technology acceptance model as a theoretical underpinning. This study thus investigated the determinants of usefulness, ease of use and intention to use for food delivery app service.

Design/methodology/approach

The variables of delivery time, diverse menu, quarantine, review quality and ease of use are employed as determinants of usefulness. The antecedents of ease of use are easy registration and easy payment. This study also examined the association between ease of use, usefulness and intention to use. This study collected data using Amazon Mechanical Turk, and the number of valid observations for statistical analysis was 484. A structural equation model was used to test the hypotheses.

Findings

Regarding the results, usefulness was positively affected by delivery time, quarantine, review quality and ease of use. Additionally, ease of use was positively impacted by easy registration and easy payment. Finally, this study showed that ease of use positively affects both usefulness and intention to use, and usefulness is positively associated with intention to use.

Originality/value

This study contributes to the literature by ensuring the explanatory power of technology acceptance model for food delivery app.

Keywords

Acknowledgements

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2098438).

Citation

Lee, W.S., Song, M., Moon, J. and Tang, R. (2023), "Application of the technology acceptance model to food delivery apps", British Food Journal, Vol. 125 No. 1, pp. 49-64. https://doi.org/10.1108/BFJ-05-2021-0574

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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