A Study on Consumer Intentions for Continuous Adoption of Mobile Food Delivery Application through Attitude and Motivation using SAMS Model

Densingh Joshua Israel () and T. Monika
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Densingh Joshua Israel: Hindustan Institute of Technology and Science, Associate Professor, School of Management
T. Monika: Hindustan Institute of Technology and Science, Research Scholar, School of Management

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 232-248 from Springer

Abstract: Abstract With the rapid evolution of the digital age, the culinary landscape has witnessed a profound transformation, largely facilitated by the emergence of Mobile Food Delivery Aggregator (MFDA) apps. These innovative platforms have redefined the way consumer’s access, explore, and indulge in a diverse range of culinary delights. MFDA apps have successfully bridged the gap between consumers and a multitude of restaurants, food trucks, and local food vendors, providing a seamless and efficient interface for ordering and delivering food. The consumer’s intention to use MFDA app in the post adoption stage of food delivery model using MFDA app. The consumer intentions of loyalty or repurchase or continuance usage can be understood through the consumer’s decision-making process that is from last stage of the purchase process, Post Purchase Behaviour. The consumer’s intentions were studied using the psychological model SAMS which compromise of following variables Satisfaction, Attitude, Motivation, Attitude, and subjective norms (SAMS). Variables were analysed using SEM modelling and smart PLS. With an interesting output of attitude as an antecedent to motivation leading to a behaviour.

Keywords: Mobile Food Delivery Aggregator; Satisfaction; Attitude; Motivation; Subjective norms; Decision-making process and continuous usage of MFDA apps (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-374-0_21

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