Consumers' Intentions to Use Mobile Food Applications

The use of mobile food applications (MFAs) significantly increased in the past decade. The MFA ecosystem is evolving, and companies need to consider the changing consumer habits to stay competitive. This quantitative study proposes a comprehensive model integrating the Unified Theory of Acceptance and Use of Technology (UTAUT2) and the Theory of Consumption Values (TCV) that examined the factors that affect the behavioural intent to use MFAs. 170 participants were surveyed using the convenience sampling technique administered through the SONA system. The statistical results and discussions showed that social influence was the most significant predictor on consumers' intention to use MFAs. Performance expectancy, hedonic motivation, and habit were also positively associated with the consumers' intention to use MFAs, while effort expectancy, food safety concerns, and affordance values were not. The findings partially supported the proposed model. Limitations of the study and suggestions for future research were discussed.