Abstract
This study employs the UTAUT2 model, an extension of the TAM model, to examine how O2O platform services influence customer reuse within the food industry. Service quality variables such as online information quality of the food platform and offline delivery service quality of delivery companies are set as preceding variables of the UTAUT2 model. Employing a structural equation model, the study analyzes the relationship’s influence on customer intention to use UTAUT2 as a parameter. The results of the analysis indicate that platform service variables had a statistically significant effect on all variables (effort expectations, performance expectations, social influence, and hedonic motivation) of UTAUT2 (extended technology acceptance model 2). Meanwhile, according to the analysis of the effect of delivery service quality on UTAUT, social and hedonic factors did not seem to have an effect. The research implies that consumers encounter many negative factors, such as price burden and delivery delays, regarding the delivery service itself. In addition, the anticipation of the order and the time spent waiting act as negative factors, while failing to influence pleasure.
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