Factors Influencing Continuance Intention to Adopt Online Food Delivery Services Among Millennials During the Covid-19 Pandemic

Online Food Delivery (OFD) services have been widely adopted by the catering businesses and consumers in Southeast Asia such as Malaysia. Especially, under the unusual condition of the Covid-19 pandemic, OFD services rescue catering enterprises while meeting consumers’ technological and psychological expectations. However, little is known about the demand of OFD services during the Covid-19 pandemic context in Malaysia. Therefore, the fundamental purpose of this study is to identify and examine the predictors of continuance intention to adopt OFD services in Malaysia. Rather than conducting the research on general consumers, the Millennials who are the largest age cohort and the heaviest OFD users in Malaysia was the focus of the study. This research proposed an integrated model incorporating UTAUT2 and ECM model and found seven determinants of continuance intention to adopt OFD services, namely, performance expectancy, effort expectancy, hedonic motivation, price saving orientation, habit, satisfaction, and trust. The study applied convenience sampling technique to collect 228 responses from OFD services users. As a result, habit is the most significant factor, followed by performance expectancy, effort expectancy and hedonic motivation, were the significant antecedents of continuance intention to adopt OFD services during the Covid-19 pandemic in Malaysia.