The Factors Affecting Customers’ Satisfaction and Continuance Intention in Platform-To-Consumer Environments: A Case of Mobile Food Ordering Platforms

Abstract

ABSTRACT: This research studied customer satisfaction and continuance intention in platformto-consumer environments. We investigated the structural relationship between performance expectancy, effort expectancy, social influence, perceived security, satisfaction, and continuance intention for mobile food ordering platforms in Taiwan. Data were collected by surveying users of mobile food ordering apps (MFOAs). The research model was tested with structural equation modelling method. Among hypothesized relationships, performance expectancy, effort expectancy, and perceived security on satisfaction are significant. For continuance intention, performance expectancy and social influence have direct effect, but effort expectancy and perceived security do not. The relationship between satisfaction and continuance intention is significant. This research contributes to the literature by expanding the study of customer decision making via an extended model of Unified Theory of Acceptance and Usage of Technology for a new type of business model (i.e., mobile platform apps) .