Intention to Reuse Food Delivery Application Service: A Study Among University Students

In today's era, online applications have become ubiquitous. One such application is food delivery apps that offer a plethora of food choices with attractive offers. With a multitude of Food Delivery Applications (FDA) available, what influences users to continue using the same FDA or order food from the same restaurant? This study aimed to determine the factors that drive user satisfaction and their intention to reuse FDAs. Using the PLS-SEM method, the research model analysed the relationship between seven variables. The results from 571 university students in Malaysia showed that information quality, ease of use, convenience, and perceived value are significant factors that lead to continued usage of FDAs. Surprisingly, the variety of choices factor did not play a significant role. These findings have important theoretical and managerial implications for the online food delivery service sector. Future research could explore additional factors, such as rewards for users and user privacy concerns.