Sustainable Customer Behavior: Factors Affecting Purchasing Decisions When Using Food Delivery Apps and its Impact on Psychological Convenience

Abstract

The growth of e-commerce is driven by advancements in digital technology, enabling consumers to purchase products conveniently and easily access services. It is widely recognized that utilitarian value significantly influences the decision to continue using applications. However, online shoppers engage in various actions. Therefore, this study prompts the need to explore how utilitarian value influences various facets of online shopping behavior and intentions, particularly in preventing customer churn. This study endeavors to elucidate the factors influencing consumers' perceived value, specifically in the context of continued usage of food delivery applications. Moreover, this research identifies price-saving, time-saving, convenience, and food variety as pivotal variables driving user engagement with food delivery platforms. Employing utilitarian value as a mediator, the study assesses its impact on three distinct intentions. A survey encompassing 334 users of a leading food delivery app was conducted. Our findings underscore the positive influence of convenience and time-saving on utilitarian value, which positively mediates usage intentions. The analysis reveals that utilitarian value positively affects concurrent and continuous usage intentions while negatively impacting cessation intentions. This study furnishes a conceptual model for future food delivery app research and offers valuable insights for business strategists. © 2024 Sociedad Andaluza de Fisioterapia. SOFIA.. All rights reserved.