Customers’ Acceptance and Attachment in Online Food Delivery Services Using Technology Acceptance and Emotional Attachment Model
摘要
The online food delivery services showed a high level of increase in usage during the pandemic. Thus, it is notable that the situation left the consumers a choice to utilize the online food delivery services as a means of ordering while remaining in their homes for safety. The convenience it offers and the satisfaction to users are well recognized as contributing to the continuance of the use of the service. This study investigated the customers’ acceptance of online food delivery services despite the fact that face-to-face restaurants now fully operate. Therefore, the study used the Technology Acceptance Model and the integration of the Emotional Attachment Model to test the significance of Affection, Connection, and Passion as emotional attachment towards their acceptance of the online food delivery services. The findings suggest that user’s affection, connection, and passion for the food delivery application that they are using collectively contribute to their emotional attachment. Furthermore, this emotional attachment exerts a positively influence on their attitude towards using the application. Meanwhile, the evaluation revealed that factors including perceived ease of use, perceived usefulness, emotional attachment, and attitude significantly influences user’s behavioral intention to adopt food delivery applications.