Track: E-Business/E-Service

Abstract

Online food delivery applications are one of the fastest growing mobile applications sectors. During the pandemic, many traditional food delivery services have moved to online platforms, and there are new companies taking advantage of this opportunity to engage in online food delivery operations or move to digital platforms. This study aim to examine the relationships between variable that influences the usage of online food delivery applications by developing a conceptual model based on the Unified Theory of Acceptance and Use of Technology (UTAUT2) model with customer satisfaction and advocacy as an additional variable in our analysis. Data were collected from 366 respondents using an online survey and analyzed using PLS-SEM. 9 hypotheses were developed, of which eight were accepted, and one were rejected. Our findings can be used to help online food delivery companies to understand the factor that might influence the continuance intention of customer to the food delivery app and it will have implication for the design and marketing of these services in the Indonesian market.