Technology hunger: m-commerce user retention in the food delivery market

Objective: To develop an m-commerce user retention model for the food delivery apps industry, combining technology acceptance and fundamental m-commerce elements to explain m-commerce retention. Method: A six-factor model (perceived convenience, situation-dependent context, ease of use, hedonic dimension, utilitarian dimension, and privacy concerns) was tested in a sample of 282 users of a food delivery app in Brazil. Hypotheses were tested using Structural Equation Modeling. Findings: Perceived convenience is the primary driver of m-commerce retention, covering personalization and ubiquity traits, generating an amplified construct. The utilitarian aspects are connected to the convenience brought by m-commerce since consumers tend to value the utilitarian dimension in comparison to the hedonic dimension of the app. The privacy safety perceived by consumers is another driver of m-commerce retention. Theoretical/methodological contributions: We present an m-commerce retention model for food delivery apps that combines technology acceptance and fundamental m-commerce elements. Perceived convenience, utilitarian aspects, and privacy safety compose our final model, forming the main technological drivers of m-commerce retention. We also show the relevance of the utilitarian dimension to the detriment of the hedonic dimension. Originality/ Relevance: This paper presents contributions to the field of study that involve consumer behavior and the m-commerce retail environment, particularly m-commerce user retention in the food delivery app industry.