Abstract
Within the mobile commerce space across the world, a major visible trend is the usage of mobile apps in food and beverage industry. Despite the rapid interest in mobile apps and their potential marketing effects, there is limited research on the usage of mobile apps as a convincing marketing channel for online food ordering. This study used the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as a theoretical foundation to explore the main factors influencing the customers' e-loyalty towards mobile food ordering applications in Indonesia. Quantitative methodology was used, and data from a total of 358 questionnaires were used for analysis. The findings showed that habit along with social influence, performance expectancy, and facilitating conditions has positively influenced customers' e-loyalty towards mobile food ordering apps.
TopBackground
Mobile food ordering apps are mobile applications which users can download to their mobile devices and use it to order food, make advance payments, takeout food without having to visit restaurants or wait in line (Wang et al, 2019). Despite the extensive adoption of m-commerce by food and beverage industry, only limited academic research has been undertaken in the area, which uncovers the relationships and impact of many variables affecting the consumer’s behavior. This paper explores the main factors predicting customers’ e-loyalty towards mobile food ordering apps in Indonesia.
Key Terms in this Chapter
Unified Theory of Acceptance and Technology: A model that aims to explain user intentions to use technology and subsequent usage behavior, in an organizational setting.
Price Value (PV): A tradeoff of perceived benefits received, and costs incurred for using the technology.
Mobile commerce: Commercial transactions undertaken through mobile devices and wireless networks.
Habit (HT): The degree to which people tend to perform behaviors automatically.
Performance Expectancy (PE): The extent to which customers benefit from using technology while conducting certain activities.
Unified Theory of Acceptance and Use Technology 2: An extended UTAUT model with three additional constructs that aims to explain user intentions to use technology and subsequent usage behavior, from a consumer’s perspective.
Collaboration (CN): A partnership between the online platform and other related e-commerce platforms, to provide additional rewards to the customer.
Technology Acceptance Model (TAM): A framework used to explain an individual’s technology acceptance behaviour.
Social Influence (SI): The extent to which individuals perceive that others close to them in the society believe that they should engage with a certain technology.
Facilitating Conditions (FC): Customer’s perception of the human support and technology infrastructure available for the usage of a technology.
Hedonic Motivation (HM): The pleasure feeling caused by using technology products, services, and applications.
Effort Expectancy (EE): The degree of ease in using the technology.