Unveiling digital transformation: Investigating technology adoption in Vietnam's food delivery industry for enhanced customer experience

Abstract

Digital platforms are increasingly playing a crucial role in the digital transformation process, enabling small and medium-sized enterprises to gain a competitive advantage and achieve their business objectives. This research study aims to extend the Technology Acceptance Model by incorporating the Stimulus-Organism-Reaction theory to gain a comprehensive understanding of the factors influencing satisfaction, continued intention to use, and positive electronic word-of-mouth (eWOM) in the context of Food Delivery Apps (FDAs). A quantitative approach was employed, and data were collected through a survey administered to 346 FDA users. The results reveal that both Information quality and Task-technology fit have a positive impact on satisfaction and continued intention to use. Additionally, satisfaction was found to have the greatest influence on continued intention to use and positive eWOM, with information quality exerting the most significant impact on satisfaction. Furthermore, the study findings demonstrated that promotion has a significant impact on generating positive eWOM. This study makes a substantial contribution to the existing literature by providing valuable insights into the factors influencing FDA usage and their impact on satisfaction, continued intention to use, and positive eWOM. It serves as a foundation for further research in this emerging field and offers practical implications for stakeholders involved in the development, management, and utilization of FDAs.