Study on the Effect of Consumer Experience on Food Delivery Apps

This chapter primarily focuses on the relationships between the determinants that affect consumers’ use of food delivery apps in Malaysia. Food service businesses now rely on technology as a major information resource and marketing tool. Using an extended flow theory model, we explored consumers’ experiences in purchasing delivery food through mobile apps. This study chose Grab Food as the popular food delivery app in Malaysia. This study collected data from an online survey and an offline survey conducted among postgraduate students at public universities. This study used a dichotomous scale to measure online purchasing behaviour and the research model of this study was tested using Partial Least Squares (PLS) with PLS Graph 3.0.

We distributed a self-administered questionnaire online and used structural equation modeling to test the hypotheses. We found that consumer experience (web and digital) had a significant effect on buying intention behavior. The empirical findings show that consumers’ experience has significant effect on buying behavior when using the application. Consumer experience in term of the usability, interactivity and aesthetic of the web positively affects food delivery apps buying intention behavior. Additionally, this study found that consumers had experiences buying from the website based on functionality rather than psychology and content factors. Further, this study finds that consumers had experience buying from the website are based on the functionality rather than psychology and content factors. Furthermore, digital experience demonstrates a stronger effect on buying behavior with more experience using the food delivery application. This study is one of the early studies to investigate the role of consumer experience. In addition, we find that in user’s first interaction with food delivery apps, web experience (usability, interactivity, aesthetic) and digital experience have larger impact on their buying intention behaviour.