Consumer Usage Intention Factors for Mobile Food- Delivery Applications Using Task Technology Fit Approach
摘要
Consumer decision-making for continuous usage of food delivery apps amid cut-throat competition requires rigorous, disciplined marketing strategies and evaluation. The catalyzing restaurants use online food ordering apps as an alternative channel to reach consumers for delivering the order. This research seeks to verify the dimensions of consumer usage that impact consumer satisfaction and their inclination to continue using online food delivery aggregator applications. Survey questionnaire data from 531 users were collected and spread across the age groups for the analysis and model testing. The results showed a significant impact of Application functionality, Task characteristics, and Task technology fit on consumer satisfaction and continuance intention. The results showed an insignificant association between “perceived ease of use”, “perceived usefulness”, and “consumer satisfaction”. Task Technology Fit significantly affects perceived ease of use, perceived usefulness, and consumer satisfaction. This research study will help practitioners to accord with the competition in the food delivery mobile application sector. The current research also discussed the implications of the findings theoretically and practically with future research agendas.