The Impact of UX/UI Usability Constructs on Purchase Decisions for Mobile Food Ordering Applications in India

In addition to e-commerce, m-commerce today is a dominant player in the virtual marketplace. With a wide variety of products, services, and solutions to offer, mobile applications have a wide user base globally. The mobile food delivery ecosystem is an area that has seen a massive boom in the recent years. These mobile food ordering applications have been a key contributing factor in the food technology industry in India. Appearance and usability of these applications are primary drivers of usage. This, in turn, depends on their User Interface (UI) and User Experience (UX). Previous studies have clearly shown how usability factors impact purchase decisions. In this paper, we propose a new usability model that has been implemented in testing how they influence purchase decisions for mobile food ordering apps (MFOAs). Through extensive surveys, a nomological network was developed using cognitive mapping, and structural equation modelling was used for validating the network. The results have thrown a new light on this domain. We have inferred through our model that user data privacy is the most important usability construct, while personalization, learnability, and simplicity are other key factors in driving purchase decisions in MFOA users.