The influence of subjective norms and perception of food safety toward behavioral intention to use and continuance behavior

Abstract

This study aims to explore how subjective norms and perceptions of food safety influence people's behavioral intention to use and continue using delivery apps during the coronavirus pandemic. According to the TPB model, subjective norms were anticipated to be positively linked to both intention and continued behavior. The study's objective also was to ascertain the advantageous consequences of perceived food safety and intention on continued usage. The study used a quantitative approach, with a sample of 300 mobile food ordering app users in Yogyakarta selected using non-probability sampling. The data collection method was a validated and reliable questionnaire, and data analysis used SEM AMOS. The results showed that subjective norms and perceived food safety had a significant positive influence on behavioral intention and that behavioral intention and perceived food safety affected continued use. This study contributes to the existing literature on the benefits of subjective norms and perceived food safety on mobile app usage, and its findings have both theoretical and practical implications.