Extended Unified Theory Research Articles

Application of the Extended Unified Theory of Acceptance and Use of Technology to a Robotic Golf Caddy: Health Consciousness as a Moderator

The COVID-19 pandemic not only accelerated the spread of contactless robot services but also revitalized the golf industry. These changes have expedited the adoption of robot caddies, making it necessary to conduct research on golfers’ acceptance of robot caddies. This study, thus, intended to investigate the importance of the extended unified theory of acceptance and use of technology (UTAUT) in the framework of robotic golf caddies and examined health consciousness as a moderator. An online survey was conducted with South Korean golfers, and a total of 391 responses were analyzed. The data analysis results indicated that all five dimensions of the extended UTAUT have a positive impact on attitude. Also, attitude is a significant predictor of both intentions to use and word-of-mouth intentions. Lastly, this study discovered that the moderating effect of health consciousness on the correlation between performance expectancy and attitude was significant.

Encouraging Residents to Save Energy by Using Smart Transportation: Incorporating the Propensity to Save Energy into the UTAUT Model

The rapid urbanization and technological advancements of the recent decades have increased the need for efficient and sustainable transportation solutions. This study examines the acceptance of smart transportation systems (STSs) among residents in Polish cities and explores the impact of these systems on energy-saving behaviors. Using the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model, which includes the propensity to save energy, this research seeks to understand the determinants of STS adoption. The primary research was conducted using Computer-Assisted Web Interviewing (CAWI). The sample was controlled for gender and place of residence. A sample of 471 individuals meeting the criteria of living in a city with over 200,000 residents and using smart transportation solutions in Poland were selected from the research panel. SmartPLS 4 software was used to analyze the collected data. The findings reveal that the propensity to save energy significantly influences perceived usefulness, ease of use, social influence, and hedonic motivation toward STSs. Perceived usefulness and ease of use were found to be strong predictors of the intention to use STSs, while perceived costs had a negative impact on it. This study also identified the moderating role of personal innovativeness in mitigating cost concerns. These insights underscore the importance of emphasizing energy conservation benefits and user-friendly features in promoting the use of STSs. This study concludes that aligning technological innovations with user motivations for energy conservation can enhance the adoption of sustainable transportation solutions, contributing to smarter and more sustainable urban environments.

Advancing open education through open-source software: examining UTAUT 2 factors in adoption and implementation

PurposeThis study aims to examine the factors influencing university students' adoption of open-source software (OSS) within the context of open educational practices (OEP) by applying an extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) model.Design/methodology/approachThe research employs a quantitative approach, gathering data from 156 students at Hong Kong Metropolitan University through an online survey. The survey was designed to test nine hypotheses derived from the UTAUT 2 model, incorporating additional constructs relevant to OSS. Structural equation modelling (SEM) was used to analyse the data and test the relationships between constructs.FindingsThe results indicate that Performance Expectancy (PE), Effort Expectancy (EE), Price Value (PV), Self-Efficacy (SE) and Value Alignment (VA) significantly influence students' Behavioral Intention (BI) to adopt OSS. Conversely, Social Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM) and Habit (HT) were not significant predictors. The findings suggest that while UTAUT 2 provides a useful framework for understanding OSS adoption, it requires adaptation to fully capture the unique characteristics of OSS in educational settings.Originality/valueThis study contributes to the literature by extending the UTAUT 2 model to the context of OSS adoption in higher education, highlighting the importance of economic factors and user alignment with OSS values. The results offer practical insights for higher education institutions aiming to promote OSS, emphasizing the need for support structures, training, and the promotion of OSS’s economic and collaborative benefits.

Exploring Public Acceptance of Climate Technologies: A Study on Key Influences in South Korea

The accelerating climate crisis is driving a rapid increase in interest in climate technologies aimed at overcoming it. However, even if effective technologies emerge, their impact may be hindered without public acceptance. Therefore, it is necessary to analyze the factors that influence the acceptance of new climate technologies. This exploratory study investigates the key factors influencing public acceptance and the recommendation of climate technologies in South Korea. Utilizing an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model, survey data from 200 participants were analyzed. The study identified that facilitating conditions, innovativeness, social influence, and trust in government are the most significant predictors of public intent to accept or recommend climate technologies. The results highlight the critical role of strategic communication, infrastructure, and public trust in promoting the adoption of climate solutions. Furthermore, qualitative interviews suggest that a shift towards Personally Determined Contributions (PDCs) could empower individuals to become proactive agents in climate action. The study offers valuable insights for policymakers, providing a strategic direction to enhance the public’s engagement with climate technologies and foster a more sustainable future.

Determinants affecting the medical students adoption of mobile learning: extended UTAUT

BackgroundThis research investigates the fundamental factors which may stymie or simplify the adoption of m-learning by medical college educators in Sudan. We made use of the Extended Unified Theory of Acceptance and Use Technology (UTAUT) with COVID-19 fear (CF) and social isolation (SIS) as exogenous components.ObjectiveThis research aims to find out factors impacting medical students’ behavioural intention to use mobile learning.MethodsData was gathered from 499 undergraduate learners from different universities in Sudan. Partial Least Square (PLS) and structural equation modeling (SEM) were used to examine the data.The resultsShowed that expected performance, effort expectancy (EE), social influence (SI), facilitation condition (FC), COVID-19 fear, and social isolation (SIS) are predictors of behavioural intentions (BI). In addition, our findings show that COVID-19 fear and social isolation increase student adoption of mobile learning during the COVID-19 epidemics in developing countries.ConclusionsThe study unveiled that the suggested framework, derived from UTAUT, effectively discerns the factors impacting students’ intentions in mobile learning during pandemics. Sudanese medical students’ can strategize and execute effective classroom environments based on these findings.

Trust and Religiosity: Integrating Technological Acceptance Factors into the Extended Unified Theory of Acceptance and Use of Technology (UTAUT) Model for Zakat Online Payment Systems

The aim of this study is to examine the adoption of digital zakat payment platforms among micro-entrepreneurs, incorporating trust and religiosity into the Unified Theory of Acceptance and Use of Technology (UTAUT) model. This research extends the traditional UTAUT framework by integrating trust and religiosity as additional determinants of technology adoption intention, alongside the model's core constructs of performance expectancy and social influence. Primary data for this study was gathered through a digital survey disseminated to 110 micro-entrepreneurs in the state of Kedah, all of whom are actively registered with the Malaysian Company Commission (SSM), under the auspices of the Ministry of Domestic Trade, Cooperatives, and Consumerism (KPDNKK). The methodological approach is rooted in structural equation modelling, which facilitates a rigorous empirical analysis of the relationships between technological constructs and user intention. The results reveal that trust and performance expectancy, along with social influence, significantly impact micro-entrepreneurs’ intentions to engage with online zakat payment systems. Interestingly, despite the religious nature of zakat, religiosity did not emerge as a significant predictor in the context of this digital payment adoption. This insight suggests that while religious obligation drives the act of zakat itself, it is the technological aspects of trust and anticipated performance that influence the preference for digital payment methods over traditional ones. This research provides valuable implications for zakat institutions and policymakers aiming to foster the digitalization of religious financial transactions. By highlighting key factors that influence digital adoption, the study underscores the potential for zakat management bodies to innovate and promote digital solutions that align with micro-entrepreneurs' expectations and trust requirements. Ultimately, this study charts a path forward for enhancing digital inclusivity in religious financial practices, marking a transition from conventional to modern, technology-enabled means of fulfilling zakat obligations.

Factors influencing Chinese pre-service teachers’ behavioral intention and use behavior to adopt VR training system: based on the UTAUT2 model

With the advent of the intelligence era, the empowerment of technology in education has triggered changes in the forms and concepts of teaching and learning. Virtual reality (VR), as a potential educational technology, has been widely used in teaching, providing students with almost real learning experiences. In particular, practice-centered pre-service teacher education is in greater need of VR. This case study applied and improved the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) as a theoretical foundation to explore pre-service teachers’ intention and behavior of adopting the VR training system. A sample of 278 Chinese pre-service teachers was collected by implementing the partial least squares structural equation modeling (PLS-SEM) via the Smart-PLS software. Study results reveal that pre-service teachers’ behavioral intention of adopting the VR training system is positively impacted by self-efficacy, effort expectancy, social influence, performance expectancy, facilitating conditions, and hedonic motivation, ranked from highest to lowest. Their use behavior with the training system is positively impacted by behavioral intention, facilitating conditions, and habit. Accordingly, this study presents suggestions for higher education institutions and VR education system developers on how to use and design VR training systems in pre-service teacher education through model construction, model validation, and conclusion analysis.

To Assess Factors Affecting Pension Subscribers’ Behavioral Intentions to Adopt Technology in The Pension Schemes

This study explores the behavioral intentions of pension subscribers in Ghana to adopt technology in their pension schemes, grounded in the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). A quantitative correlational design was used, analyzing data from 1,539 pension subscribers through Structural Equation Modeling (SEM) to understand the relationships between key factors. The findings reveal that performance expectancy and effort expectancy are significant predictors of technology adoption, underscoring the importance of perceived benefits and ease of use. Interestingly, social influence did not significantly impact adoption, suggesting that pension subscribers make independent decisions regarding technology use, uninfluenced by peers or social circles. Facilitating conditions and price value were crucial, indicating the need for supportive infrastructure and cost-effectiveness to encourage adoption. Contrary to expectations, hedonic motivation negatively influenced adoption intentions, emphasizing that functionality is prioritized over entertainment in the pension sector. Habit emerged as a strong predictor, showing that ingrained technology use positively affects adoption intentions. This research offers theoretical insights into technology adoption in the pension sector of a developing country and practical guidance for policymakers and pension service providers on fostering technology uptake among subscribers. By examining the specific socio-economic and cultural factors in Ghana, this study contributes a nuanced understanding of technology adoption drivers in the pension sector, providing empirical evidence from a less-explored context and highlighting unique influences in this domain.

Acceptance and use of live streaming on metaverse in Vietnam: An analysis with the UTAUT2

Virtual environments like the Metaverse have been gaining popularity in recent years. Live streaming has gained popularity as a favorite way to entertain among social network users, thanks to its real-time authenticity. This study will utilize the Extended Unified Theory of Acceptability and Use of Technology (UTAUT2) to examine the factors influencing the adoption of live streaming in the Metaverse, a new platform with greater immersion, among citizens in Vietnam. The research used a quantitative approach, collected data from a sample of participants through a structured questionnaire including Performance Expectancy (PEE), Effort Expectancy (EEF), Social Influence (SCI), Hedonic Motivation (HEM), and Experience (EXP). Additionally, technological Self-Efficacy (TSE) as an extended alternative is thought to influence that relationship as well. Results from the PLS-SEM technique was used to examine perception, acceptance, and adoption differences among demographic groups. Remarkably, the results show experience has a remarkable impact on the relationship between behavioral intention and the adoption use Metaverse for livestreaming. This study contributes theoretical value for investors and researchers on the entertainment and technology sectors due to the abilities of the live-streaming industry and the advanced features of metaverse in this digital world.

Unveiling the Path to Mobile Payment Adoption: Insights from Thai Consumers

Mobile payment, replacing traditional methods like cash and cards, offers users convenience and accessibility, benefiting individuals, businesses, and governments. However, most research on mobile payment adoption has primarily focused on developed countries, leaving a gap in understanding the adoption factors in developing nations. This study addresses this gap by investigating the determinants of mobile payment adoption in Thailand, an emerging economy experiencing significant smartphone adoption and e-commerce growth. Through a quantitative approach and a survey of 475 Thai consumers, this research applies an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model as a theoretical foundation to examine Thai consumers’ mobile payment adoption. Data analysis using SPSS 28.0 and AMOS 28.0 identifies key factors influencing Thai consumers to adopt mobile payment. By offering a comprehensive research model and considering evolving smartphone technology, this study aims to guide policymakers and stakeholders in promoting mobile payment adoption, ultimately enhancing Thailand’s economic development and tourism industry.

Unveiling the digital desire: UTAUT analysis of NFT investment intentions in Malaysia

PurposeThis study pioneers the investigation into the determinants influencing Malaysian investors' intentions towards Non-Fungible Token (NFT) investments, utilizing an extended Unified Theory of Acceptance and Use of Technology (UTAUT) framework. It explores the burgeoning interest in NFTs within the Malaysian market, an emerging economy, and identifies the behavioral adoption determinants critical for NFT investment decisions.Design/methodology/approachAdopting a quantitative methodology, the research engaged 183 experienced Malaysian investors through a structured online questionnaire survey. The study employed regression analysis to assess the impact of Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, Perceived Usefulness, Social Support and Perceived Trust on NFT investment intentions.FindingsThe findings reveal that Performance Expectancy and Social Support significantly predict the intention to invest in NFTs, accounting for 47% of the variance in investment intentions. The study highlights the crucial role of perceived benefits and community support in shaping Malaysian investors' engagement with NFTs, amidst the complexities of the digital asset landscape.Research limitations/implicationsThe study acknowledges the limitation posed by its sampling method and size, suggesting the need for broader investigations that include a more diverse demographic to enhance the generalizability of the findings. Future research could further delve into the specific behaviors, motivations and challenges of NFT investors and creators.Practical implicationsThe significant predictive power of Performance Expectancy indicates a primary financial motivation among Malaysian NFT investors, suggesting policymakers consider regulations that foster innovation and growth in the NFT sector while safeguarding investors. The study also underscores the importance of community support, pointing towards the development of platforms that facilitate knowledge sharing among NFT enthusiasts.Social implicationsBy demonstrating the pivotal role of social support in the NFT investment decision-making process, the research implies a powerful sense of community among investors in the digital asset space. It suggests the potential of NFTs to foster a more inclusive and accessible market for creative industry entrepreneurs, facilitating direct engagement and profit realization.Originality/valueThis research marks a significant departure from existing studies by tailoring the UTAUT model specifically to the NFT investment context in Malaysia. It unveils the nuanced dynamics influencing NFT investment intentions, emphasizing the unique contributions of Performance Expectancy and Social Support, thus providing a fresh perspective on NFT adoption in emerging markets.

기술융합형 웹툰 서비스의 지속적 사용에 영향을 미치는 요인 연구

This study aims to identify the factors influencing the continuous use of technology-converged webtoons by users through the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The influence of webtoons as a media form is increasing, and they are evolving into technology-converged webtoons, such as smarttoons optimized for mobile environments and cuttoons designed for sharing on social media. The study investigated the factors influencing the continued use of technology -converged webtoons by categorizing them into technical attributes (effort expectancy, social influence, facilitating conditions, recommendation services) and psychological factors (hedonic motivation, price value, habit). The research findings revealed that, within the technical attributes, effort expectancy positively impacted the sustained use of technology-converged webtoons. Furthermore, within the psychological factors, hedonic motivation, price value, facilitating conditions, and habit were found to have a positive influence on the continuous use of technology-converged webtoons. Through this study, it was determined that users of technology-converged webtoons are more likely to continue using webtoons due to psychological factors rather than technical attributes. Additionally, the study highlighted the importance of the price value factor, noting that users perceive the price of technology -converged webtoons as “reasonable,” offering “good value for money” and providing “utility.” Based on these findings, it is expected that this study will serve as valuable data for the future developmental growth of the webtoon industry.

확장된 통합기술수용이론을 활용한 ChatGPT 서비스에 관한 중국 소비자 행동 연구

In this study, we focused on empilically analyzing the factors that influence consumer intention to use and purchase behavior at the introduction and diffusion stages of the innovative technology, ChatGPT Plus, using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT). Furthermore, we examined the moderating roles of education and monthly income in specific relationships. To summarize the research results, firstly, among the technology acceptance factors affecting Chinese consumers' use of the innovative ChatGPT Plus paid service, the performance expectancy, effort expectancy, facilitating conditions proposed in the basic UTAUT, and hedonic motivation, price value, and content quality proposed in the extended UTAUT were found to significantly influence the intention to purchase the ChatGPT Plus paid service. On the contrary, it was found that social influence and usage habits do not significantly influence the intention to purchase ChatGPT Plus paid service. Secondly, among the technology acceptance factors that influence the use of ChatGPT Plus paid service, performance expectancy, hedonic motivation, and content quality showed a significant impact on purchase intention through the moderating effect of education. Thirdly, in this study, the purchase intention of ChatGPT Plus paid service was confirmed to have a positive effect on purchase behavior. Through these research results, artificial intelligence-related companies can respond more effectively to consumers' intention to use and purchase behavior, and on this basis, they can improve the quality of artificial intelligence products and GPT Plus services.

Exploring the recycled water acceptance based on the technological perspective of UTAUT2: a hybrid analytical approach.

The development of advanced sewage technologies empowers the industry to produce high-quality recycled water, which greatly influences human's life and health. Thus, this study investigates the mechanism of individuals' adoption of recycled water from the technology adoption perspective. Employing the mixed method of structural equation modeling and artificial neural network analysis, we examined a research model developed from the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) framework. To examine the research model, this study employs a leading web-survey company (Sojump) to collect 308 valid samples from the residents in mainland China. The structural equation modeling results verified the associations between the six predictors (performance expectancy, effort expectancy, social influence, facilitating conditions, environmental motivation, and price value), individuals' cognitive and emotional attitudes, and acceptance intention. The artificial neural network analysis validates and complements the structural equation modeling results by unveiling the importance rank of the significant determinants of the acceptance decisions. The study provides theoretical implications for recycled water research and useful insights for practitioners and policymakers to reduce the environmental hazards of water scarcity.

Using the Extended Unified Theory of Acceptance and Use of Technology to explore how to increase users’ intention to take a robotaxi

In recent years, many governments and companies have gradually launched robotaxi projects to help make transportation systems smarter, improve travel efficiency, and reduce travel costs. Robotaxi is a new mode of travel that replaces human driving with machines, freeing up social labour and enriching people’s travel choices. This study employs the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) to understand the influencing factors of users’ adoption and usage of robotaxis in China to facilitate the broader integration of robotaxis into urban transportation systems. This study surveyed the preferences of 2048 respondents and analysed the data through structural equation modelling. The results indicate that performance expectancy, hedonic motivation, and price value are the factors influencing users’ behavioural intentions, while effort expectancy and social influence affect use behaviour. In contrast, habit is an important factor that affect both behavioural intention and actual use behaviour. Based on the findings, we have proposed practical strategies to improve robotaxi services and updated the UTAUT2 model in the context of robotaxi. We suggest that robotaxi operators can promote user acceptance and use by reducing the difficulty of use, improving the cost performance and the ride experience, and making appropriate publicity and guidance.

A unified theoretical model for understanding mobile application usage behavior supported with real usage data

Technological advancements have added numerous features to smartphones, enhancing our daily lives through various apps. But with so many apps out there, picking the right one can be tough. Plus, developing an app requires a lot of money and time, risking losses if it doesn't attract users. This study looks into how users are influenced by others’ opinions and experiences when choosing and sticking with an app. Three theories–Social Impact Theory (SIT), Expectation-Confirmation Model (ECM), and Extended Unified Theory of Acceptance and Use of Technology (UTAUT2)–are combined to explain the process from download to continued use. Real mobile app usage data was analyzed. Results from 912 surveys and 87 real usage records show that people are swayed by download numbers, star ratings, and user satisfaction. The number of sources, immediacy, and power affect social impact. Social impact, hedonic motivation, facilitating conditions, price, habit, and confirmation also influence continued use intention. On average, people spend 2197 s daily on smartphones. Tools & Productivity is the most popular category, with an average of 29 apps used daily. These apps have 100M + downloads on average and a 4-star rating. The findings offer valuable insights for developers and marketers on what makes an app preferable and actively used among many choices.

Unveiling the adoption of metaverse technology in Bangkok metropolitan areas: A UTAUT2 perspective with social media marketing and consumer engagement

As the metaverse emerges as a transformative digital realm, its adoption and integration into various aspects of society are subjects of increasing scholarly and practical interest. This research investigated the factors influencing the intention to use metaverse technology (IU) in Bangkok metropolitan areas, with a particular focus on the extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, alongside the role of social media marketing (SMM) and consumer engagement (CE). To verify behavioral intention, gender, age, and experience are proposed as moderating factors affecting the constructs on individuals’ behavioral intention of metaverse technology usage. The study collected data from 403 Thai internet users living in Bangkok and its surrounding areas using an online questionnaire. Subsequently, the PLS-SEM method was employed to validate the research model’s robustness and reliability. Structural model analysis revealed significant relationships among constructs, highlighting SMM’s direct influence on UTAUT2 (β = 0.787) and CE (β = 0.211). Serial mediation analyzes demonstrated a fully mediating role of SMM influencing UI through CE (β = 0.572) and UTAUT2 (β = 0.306). Moderation analyzes revealed the association between SMM and IU, mediated through UTAUT2 and CE, is moderated by age and experience. Additionally, the integration of PLS-SEM and artificial neural network (ANN) models underscored the accuracy and predictive power of the proposed framework. The findings of this study not only contribute to academic literature but also offer practical implications for marketers aiming to navigate the metaverse landscape effectively. They emphasize the pivotal role of UTAUT2 constructs and the subtle interplay between SMM, CE, and IU in shaping successful marketing strategies.

Chatbot Technology Use and Acceptance Using Educational Personas

Chatbots are computer programs that mimic human conversation using text or voice or both. Users’ acceptance of chatbots is highly influenced by their persona. Users develop a sense of familiarity with chatbots as they use them, so they become more approachable, and this encourages them to interact with the chatbots more readily by fostering favorable opinions of the technology. In this study, we examine the moderating effects of persona traits on students’ acceptance and use of chatbot technology at higher educational institutions in the UK. We use an Extended Unified Theory of Acceptance and Use of Technology (Extended UTAUT2). Through a self-administrated survey using a questionnaire, data were collected from 431 undergraduate and postgraduate computer science students. This study employed a Likert scale to measure the variables associated with chatbot acceptance. To evaluate the gathered data, Structural Equation Modelling (SEM) coupled with multi-group analysis (MGA) using SmartPLS3 were used. The estimated Cronbach’s alpha highlighted the accuracy and legitimacy of the findings. The results showed that the emerging factors that influence students’ adoption and use of chatbot technology were habit, effort expectancy, and performance expectancy. Additionally, it was discovered that the Extended UTAUT2 model did not require grades or educational level to moderate the correlations. These results are important for improving user experience and they have implications for academics, researchers, and organizations, especially in the context of native chatbots.

Analyzing University Students’ Attitude and Behavior Toward AI Using the Extended Unified Theory of Acceptance and Use of Technology Model

This quantitative study using Partial Least Square Structural Equation Modeling (PLS-SEM) examined a structural model of the attitudes and behaviors of university students toward AI in higher education. The results obtained using SmartPLS 4.0 indicate that the constructs exhibit validity and reliability (λ ≥ 0.708, α=0.767-0.948, AVE=0.584-0.777, HTMT=< 3.3). Further, the analysis of the hypothesized extended Unified Theory of Acceptance and Use (UTAUT) model reveals that AI Awareness significantly impacts Attitude toward AI (β = 0.156, p = 0.003) and Behavioral Intention to Use AI (BIU) (β = 0.337, p < 0.001). AI Trust also significantly influences Attitude toward AI (β = 0.366, p < 0.001) and BIU-AI (β = 0.173, p = 0.007). Additionally, Attitude toward AI is a strong predictor of BIU-AI (β = 0.457, p < 0.001). Social Influence significantly affects Attitude toward AI (β = 0.21, p < 0.001), while Effort Expectancy and Performance Expectancy do not show significant effects in this context. The link between Facilitating Conditions and BIU-AI is also insignificant. The model explained a substantial portion of the variance in attitude (R2 =0.612) and behavior (R2 =0.710). Fit indices indicate good model fit, and predictive relevance metrics were satisfactory.

Determinants of Customer Satisfaction and Intention to Reuse Mobile Food Ordering Apps Among Vietnamese Consumers

The article utilizes a quantitative method to study the factors influencing consumer satisfaction and intention to continue using food delivery applications on mobile devices in Vietnam. The research team applies a research model based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and adds four factors to suit the Vietnamese market: Online Reviews, Online Positioning, Perceived Risk, and Innovativeness. The research results show that satisfaction and the intention to continue ordering food via mobile applications are influenced by key factors such as social influence, hedonic motivation, price, online reviews, and online positioning. These findings suggest several important managerial implications for online food service providers.