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Summoning food at the push of a button: the interplay of religiosity, involvement and commitment in post-adoption behaviors

Islam Elgammal (Business Administration, University of Jeddah, Jeddah, Saudi Arabia and Tourism Studies, Suez Canal University, Ismailia, Egypt)
Swathi Ravichandran (Cedar Fair Resort and Attraction Management, Bowling Green State University, Bowling Green, Ohio, USA)
Christian Nedu Osakwe (Marketing and Strategy, Rabat Business School, International University of Rabat, Rabat, Morocco and Gordon Institute of Business Science, University of Pretoria’s, Johannesburg, South Africa)
Jun-Hwa Cheah (Norwich Business School, University of East Anglia, Norwich, UK)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 25 June 2024

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Abstract

Purpose

This paper aims to examine desirable post-adoption outcomes related to food delivery apps using the involvement-commitment model (ICM) and the boundary of (Islamic) religiosity, which is an important facet of communities in many parts of the world today. Importantly, the study provides an in-depth understanding of the boundary role of religiosity in the links between involvement, commitment, resistance to negative information and advocacy intention in relation to food delivery app use.

Design/methodology/approach

Data collected from 498 respondents in Saudi Arabia was used to test the research hypothesized model.

Findings

The results from the partial least squares structural equation modeling technique lend credence to past research calling for the contextualization of theories, especially since this paper find religiosity to be an important boundary condition to the ICM in relation to food delivery apps in an Arab nation.

Originality/value

This paper focuses specifically on the ICM and the boundary of (Islamic) religiosity. The cardinal contribution of this study, therefore, lies in the contextualization of ICM within the Arab world concerning post-adoption behavior related to food delivery apps. To the best of the authors’ knowledge, this is likely the first study to do so in the marketing, hospitality and technology-based literatures.

Keywords

Acknowledgements

Summary statement of contribution: This research contextualizes the ICM via the inclusion of religiosity, a key decision-making criterion in Arab nations and thereby enriching current ICM research. Empirical research on the role of religiosity on consumer behavior and service research is sparse, specifically in the context of hospitality technologies such as food delivery apps; this study addresses this particular gap utilizing data from Saudi Arabia, an emerging market.

Citation

Elgammal, I., Ravichandran, S., Osakwe, C.N. and Cheah, J.-H. (2024), "Summoning food at the push of a button: the interplay of religiosity, involvement and commitment in post-adoption behaviors", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-04-2023-0120

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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