Track: Information Systems and Management

Abstract

The developing technology and the internet are directly proportional to the rise of internet users and mobile applications. This results in competitiveness among many companies. Mobile applications have arisen as a distinct type of e-commerce that offers users convenience by saving them time and effort. Moreover, as we are experiencing a pandemic, there is a shift in customers’ behavior towards food orders from offline to online ordering. Thus, understanding the mobile application driving factors analysis is necessary. In response to this issue, this research is to develop a conceptual model, adopting the affordance-SDL theory and TAM, and also to test the model by focusing on the outcomes of the continuance intention and brand loyalty of the mobile food application. A survey of 264 participants was conducted, and the data were analyzed using the partial least squares structural equation model (PLS-SEM). The main contribution of the results is the finding that out of 10 hypotheses, 9 hypotheses are accepted and 1 hypothesis is rejected. This study provides a research model of how values and factors on mobile food ordering application drive people to be loyal and continuously use the mobile application regularly.