Abstract
The working pattern of the food industry has entirely changed with the emergence of mobile food delivery apps (MFDAs), which deliver an innovative method to interact with and offer high-quality services to customers. This study pinpoints the imperative factors affecting the customer's attitude and continued intention in light of the task technology fit (TTF) model. The required data were collected from MFDA users and analyzed by the structural equation modeling technique via Amos-23 and SPSS-22. The results confirm that customer rating, ordering review, food tracking, navigational design, and user self-efficacy positively impact TTF. Further, self-efficacy positively moderates the relationship between visual design and TTF, navigational design and TTF, and food tracking and TTF. Moreover, TTF positively influences attitude and continued intention, and in turn, attitude positively influences continued intention. Additionally, blockchain technology (BT) enabled traceability positively moderates the relationship between TTF, attitudes, and continued intention to use MFDAs. The developers of MFDAs should consider how customers perceive BT-enabled traceability and take steps to embrace it to increase customer trust in MFDAs. Furthermore, the theoretical and managerial applications are explained in detail so that developers can offer what MFDA users need.
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