A Study on Consumer’s Behavioral Intention and Use Behavior Based on UTAUT Theory: Centered around Mobile Delivery Apps

Abstract

Purpose – The growth of mobile delivery apps is expanding further due to the increase in nonface- to-face consumption due to social distancing in the COVID-19 situation. It is essential to understand what factors are causing this mobile delivery app market to grow significantly. Design/Methodology/Approach – To achieve the purpose of the study, independent variables were selected by searching for prior literature on UTAUT, and a questionnaire was designed according to the situation in Korea. The survey was conducted through Google Online, and statistical analysis of the research model was conducted using SPSS 25.0. Findings – According to the results of this study, the factors that significantly influence the intention to use mobile delivery apps were Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC). In addition, the result indicated that Behavioral Intention (BI) had a statistically significant effect on Use Behavior (UB). Research Implications – This study will predict the user behavior of mobile delivery apps by dealing with the technical attributes of mobile delivery apps and the influencing factors that consumers recognize. In addition, as a mobile delivery app company, it is expected to play a role in establishing the marketing direction of mobile delivery apps.