Factors Affecting Digital Shifting of Food Industries Through Food Apps for Business Sustainability: an Empirical Study

Food app services are getting popular day by day. The objective of the research paper is to identify the driving factors of consumers’ food app services using intentions. A descriptive research design approach using cross sectional data was used in this study. The constructs of attitude towards food app (ATT) was made based on Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM). SEM, i.e., Structural Equation Modeling, along with moderating analysis were done for hypothesis testing. The findings of this study revealed how perceived usefulness of food app (PUFA) and perceived ease of use of food app (PEUFA) positively influence ATT, which in turn positively influence intention to use food app (INTFA). Again, the study examined whether the influence of subjective norm (ISN) and perceived behavioral control (PBC) over INTFA were significant or not. This study is helpful for both researchers as well as food industry, as it gives deep insights about ATT which is crucial to get a favorable consumer INTFA.