Consumer behavior of mobile food ordering app users during COVID-19: dining attitudes, e-satisfaction, perceived risk, and continuance intention

Abstract

Purpose Mobile food ordering apps (MFOAs) became more popular, thanks to social distancing regulations during the COVID-19 outbreak. People started to order food using these apps more than usual. As customers seem happy to use these apps, there is always a risk of spreading infection. These facts inevitably shape customer intentions. Therefore, this study aims to empirically assess the MFOA user dining attitudes (DA), e-satisfaction (ES) and continuance intention (CI) regarding the perceived risk (PR) during the COVID-19 pandemic in Türkiye. Design/methodology/approach This study used structural equation modelling (SEM) in the expectation confirmation theory and technology acceptance model. Data collection instruments were derived from existing literature, and 625 questionnaires were collected via online surveys. The data collection instrument consisted of eight parts that aimed to gather information about participants’ demographics, expectation confirmation, perceived ease of use, perceived usefulness, ES, PR and CI. Findings Results showed significant relationships between ES, DA, PR and CI. The most remarkable finding is that while ES influences customers to reuse MFOAs, PR causes a decrease in CI. Originality/value This study model broadened the existing MFOA study models by adding risk factors. Also, it made a valuable contribution to emerging MFOA literature both in Türkiye and the world.