Sustainable entrepreneurship through customer satisfaction and reuse intention of online food delivery applications: insights from China

Abstract

Advancements in the online food delivery market in China have resulted from the rapid development and popularity of mobile communications and smartphones, which are currently applied by mobile and online application developers to restaurants and food delivery services for high sales revenue and fulfilment of Chinese consumers at home. The current work aims to thoroughly examine the four information quality dimensions (i.e. intrinsic quality, contextual quality, representational quality and accessibility quality), perceived ease of use, perceived usefulness, and perceived convenience and their subsequent implications on user satisfaction and reuse intention of online food delivery applications. By analysing the roles of these factors, we underscore how innovative technology and entrepreneurial strategies can drive customer engagement and satisfaction in the rapidly evolving online food delivery market. The theoretical model proposed in this study was tested through partial least square structural equation modelling (PLS-SEM). Resultantly, intrinsic quality, contextual quality, representational quality, accessibility quality, perceived usefulness, and perceived ease of use showed a positive and statistically significant effect on user satisfaction, whereas contextual, representational, and accessibility quality, perceived usefulness, perceived convenience, and customer satisfaction positively and significantly affected users’ intention to reuse the online food delivery applications. The key determinant of reuse intention was customers’ personal satisfaction. In order to improve the continuous usage intention of online food delivery applications, application developers and the food industry should therefore focus on providing accurate and up-to-date information, which is expected to boost user satisfaction and reuse intentions.