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A Study of Chinese Consumers’ Consistent Use of Mobile Food Ordering Apps

Author

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  • Xiaolong Wang

    (College of Business Administration, Wonkwang University, No. 460, Iksandae-ro, Iksan 54538, Korea)

  • Wenkun Zhang

    (Department of Business and Administration, Shandong Jiaotong University, Jinan 250307, China)

  • Tao Zhang

    (Department of Management, Shandong Vocational University of Foreign Affairs, Weihai 264504, China)

  • Yanan Wang

    (Department of Business and Administration, Mokpo University, Yeongsan-ro, Cheonggye-myeon, Muan-gun 58554, Korea)

  • Sanggyun Na

    (College of Business Administration, Wonkwang University, No. 460, Iksandae-ro, Iksan 54538, Korea)

Abstract

Mobile Food Ordering Apps (MFOAs) programs have changed the way consumers order and consume food. Mobile Food Ordering Apps (MFOAs) are widely recognized in the restaurant industry as an innovative method of serving customers; however, there are important questions about the impact of implementing MFOAs on customers’ willingness to reuse such applications, and several studies have examined the results of using MFOAs from a customer perspective. The main objective of this study was to identify and empirically test the main factors that predict Chinese users’ attitudes toward MFOAs, the satisfaction and re-use of such applications, and the moderating role of habits. This study proposes an integrated model based on the Technology Acceptance Model (TAM) and the Expectation Confirmation Theory (ECT), combined with the features of MFOA-added variables such as online reviews, price value and trust. A total of 212 valid questionnaires were obtained and collected from a sample of Chinese customers using MFOAs. This study uses SPSS 26.0 and smartPLS version 3.0 for a path analysis and empirical testing of the research model. There are 13 hypotheses, 6 of which are valid. H2(PE → SAT), H3(OR → SAT), H5(EOU → ATT), H6(PV → ATT), H7(TR → ATT), and H9(SAT → CI) are valid. However, H1(CON →SAT), H4(USF → ATT), H8(TR → CI), H10(ATT → CI) are not valid, and HAB does not play a moderating role between CI and SAT, CI and ATT, and CI and TR. Based on the research results, theoretical contributions and practical implications can be provided for scholars and practitioners in MFOA-related fields.

Suggested Citation

  • Xiaolong Wang & Wenkun Zhang & Tao Zhang & Yanan Wang & Sanggyun Na, 2022. "A Study of Chinese Consumers’ Consistent Use of Mobile Food Ordering Apps," Sustainability, MDPI, vol. 14(19), pages 1-20, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12589-:d:932782
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