The Effect of Online Food Delivery Application Servitisation on Repurchase Intention

Abstract

The servitisation effect of online food delivery applications on repurchase intention using online food delivery applications is an essential factor for the success of e-business. The most important factors that motivate the repurchase intention of using online food delivery application are effort expectancy, perceived usefulness, information quality, perceived risk, social influence and trust. This research is conducted due to the increasing number of food delivery services in Asia, especially Indonesia, offering such convenience features and attractive services that affect consumers’ repurchase intention to use online food delivery applications and trust. This study shows perceived usefulness, social influence, and trust significantly influence repurchase intention. And then effort expectancy, quality information and perceived risk did not significant affect repurchase intention. Using a questionnaire, this study involved 249 respondents of online food delivery application users domiciled in Greater Jakarta. Analyzed using Structural Equation Modeling (SEM) and empirically tested using Partial Least Square (PLS). The results showed that the servitisation factors influencing the repurchase intention of consumers in using OFD applications were perceived usefulness, social influence and trust. And the dominant factor in influencing repurchase intention is social influence.