AN EMPIRICAL STUDY OF INFLUENCING FACTORS ON MOBILE FOOD DELIVERY APP CONSUMERS’ CONTINUOUS USE INTENTION WITH THE PERSPECTIVE OF HERD BEHAVIOR--INTEGRATED MODEL BASED ON TAM, ISSM, AND ECM

Abstract

With the current development of mobile food delivery, based on the integrated model of TAM, ISSM, and ECM, this study introduced ten latent variables containing perceived risk, perceived ease of use, perceived usefulness, system quality, information quality, service quality, switching costs, satisfaction, herd behavior, continuous use intention and set up 17 hypothetical paths to construct the theoretical framework to discuss the factors that affect customers' continuous use intention of mobile food delivery apps and the magnitude of the influence between the factors. Based on the results of 1040 valid questionnaires in the formal investigation, this study used SPSS to conduct descriptive statistics and Warp-PLS to verify the framework and its hypothesis. Through empirical analysis, perceived risk negatively and significantly affected the continuous use intention, perceived ease of use and perceived usefulness; The same result between perceived ease of use and perceived usefulness, satisfaction; The higher the perceived usefulness, the higher the satisfaction; The same result between system quality and satisfaction; Information quality and service quality respectively had a positive and significant impact on satisfaction and continuous use intention; With the increase of satisfaction, customers' continuous use intention would increase; The herd behavior negatively and significantly affected the relationship between switching costs and continuous use intention. But the perceived ease of use did not have a significant positive effect on switching costs; The quality of the system did not significantly affect the continuous use intention as expected; The herd behavior had no significant effect on the relationship between satisfaction and continuous use intention. The study results also found that the six control variables introduced in this study did not significantly affect the continuous use intention.

In addition, this study used Mplus to verify the mediating effect of the mediating variables.The result proved that all the intermediary variables which were perceived ease of use, perceived usefulness, satisfaction, and switching costs had no chain intermediary effects in the three effective paths from perceived risk to continuous use intention. The mediating variable satisfaction had a fully mediating effect in the path from system quality to continuous use intention. However, satisfaction had a partial intermediary effect between the quality of information and the continuous use intention, the same as in the relationship between service quality and continuous use intention.

At last, some targeted marketing strategies were proposed for mobile food delivery merchants and government supervision and supervision departments to reduce and avoid perceived risks and improve satisfaction. It is hoped that the study results can assist them in decision-making when formulating strategies and policies.

Keywords：perceived risk, switching costs, satisfaction, herd behavior, continuous use intention, warp-PLS, Mplus.