User Familiarity and Satisfaction With Food Delivery Mobile Apps

Ju-Choel Choi

doi:10.1177/2158244020970563

Abstract

The market for food delivery mobile applications (FDMAs) in South Korea has massively expanded due to the increase in both smartphone penetration rate and single-person households, thus marking a phase of severe competition. A deeper understanding among FDMA practitioners of users’ acceptance of FDMAs is required to become more competitive. The technology acceptance model (TAM) is a dominant theory to help illuminate users’ acceptance of new technology. However, users’ familiarity (FAM) and satisfaction (SAT) with new technology has been less studied in the context of FDMA. Based on this background, this study aims to examine the relationships between users’ FAM, perceived ease of use (PEU), perceived usefulness (PU), SAT, and intention to reuse (IR) in the context of FDMAs. With the use of an online-based questionnaire, data were obtained from consumers who have experienced with one of the top-three mobile apps for food delivery in South Korea. Partial least squares structural equation modeling is employed to examine the extended TAM in the Korean FDMA setting. The findings demonstrate that (a) FAM has a positive influence on both PEU and PU; (b) PEU is positively associated with PU; (c) both FAM and PU positively affect SAT, but PEU does not; and (d) FAM, PU, and SAT are the significant antecedents of IR. This study then discusses the findings in terms of academic contributions and suggests practical implications, focusing on marketing strategies that can be usefully adopted by FDMA developers.

Highlights

During the last decade, the smartphone has become an essential tool of communication in modern society
Regarding the antecedents of perceived usefulness (PU), the results show that both FAM (β = .30; t = 4.81; p < .05) and perceived ease of use (PEU) (β = .48; t = 7.54; p < .05) have positive and significant effects on PU of food delivery mobile applications (FDMAs)
For the relationships among FAM, PEU, PU, and SAT in the FDMA settings, the results demonstrate that the positive effects of both FAM (β = .17; t = 2.00; p < .05) and PU (β = .52; t = 5.94; p < .05) on SAT with FDMA are significant, while that of PEU (β = .02; t = 0.26; p > .05) on SAT is not

Summary

Introduction

The smartphone has become an essential tool of communication in modern society W. Lee et al, 2019). As of 2019, more than 5 billion people around the world use mobile devices, and it is estimated that approximately half of them use smartphones (Silver, 2019). The rapid increase in smartphone penetration and high-speed network services have enabled business enterprises to deliver their information to consumers more quickly and efficiently than before, allowing consumers to use various information services beyond time and space constraints W. Lee et al, 2019; Liu et al, 2017)

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Methods

Conclusion