Abstract
In with the spread of COVID-19, the use of technology-based services that minimize face-to-face is increasing. In this context, the food delivery app (FDA) is characterized by minimizing face-to-face contact in the process of consumers ordering and receiving food. Therefore, the purpose of this study is to find out the mechanism that affects the intention of continuous use based on PAM for FDA users. The study sample selected residents of Korea who were over 20 years of age and used the FDA at least once in the past three months. Data collection was carried out for about one month from January 18 to February 12, 2020. Structural equation model analysis was conducted using 261 of the collected data. The results are expected to add depth to the research field related to the app-based O2O service area, and to be used as data that can contribute to the establishment of platform business strategies.
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