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Factors Influencing The Behavioral Intention
Factors Influencing The Behavioral Intention
EUN-YONG LEE
Kyung Hee Cyber University
SOO-BUM LEE
Kyung Hee University
YU JUNG JENNIFER JEON
Far East University
We examined the relationships between the determinants that affect customers’ use
of food delivery apps. Using an extended technology acceptance model, we explored
consumers’ experiences in purchasing delivery food through mobile apps. We distributed a
self-administered questionnaire online and used structural equation modeling to test the
hypotheses. We found that user-generated information, firm-generated information, and
system quality had a significant effect on perceived usefulness. In addition, system quality
and design quality strongly influenced the perceived ease of use, which improved perceived
usefulness, and in turn, perceived usefulness and perceived ease of use affected attitude toward
the use of mobile apps. Practical implications for the food service industry are discussed.
Keywords: technology acceptance, app use, perceived usefulness, perceived ease of use,
system quality, design quality, user-generated information, firm-generated information.
As food service industry customers are notoriously fickle, the industry has
to keep up with changes in taste, fashion, and ease of access. Technology
assists in this process, and with the dramatic growth of wireless communication
technology and the high penetration rate of the Internet, food service businesses
now rely on technology as a major information resource and marketing tool
Eun-Yong Lee, Department of Hotel Management, Kyung Hee Cyber University; Soo-Bum
Lee, College of Hotel and Tourism Management, Kyung Hee University; Yu Jung Jennifer Jeon,
Department of Hotel and Tourism Management, Far East University.
Correspondence concerning this article should be addressed to Yu Jung Jennifer Jeon, Department
of Hotel and Tourism Management, Far East University, 76-32 Daehak-gil, Gamgok-myeon,
Eumseong-gun, Chungcheongbuk-do 27601, Republic of Korea. Email: jeonyj@kdu.ac.kr
1461
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Information
In an environment dominated by the Internet, customers’ purchasing decisions
may be determined by the perceived quality of information (M. Jeong & Lambert,
2001). Ahn, Ryu, and Han (2004) stated that information quality, system quality,
and service quality are variables that directly affect the perceived ease of use and
perceived usefulness of a technology. Rese, Schreiber, and Baier (2014) found
that, of these, information quality is the primary concern for online customers.
They surveyed IKEA’s mobile app users and showed that when participants were
provided with an augmented reality app, the perceived informative nature of the
app influenced its perceived usefulness.
Previous researchers have categorized information that influences consumers
into user-generated (Pavlou & Dimoka, 2006) and firm-generated (Cheung,
Lee, & Rabjohn, 2008; Dellarocas, Zhang, & Awad, 2007; Z. Liu & Park, 2015)
types. When a product is purchased online, asymmetric information possessed
by the buyer and seller will eventually lead to the exposure of additional risk to
the customer (Pavlou & Dimoka, 2006). This happens when the buyer cannot
physically check the product and must, thus, rely on possibly inaccurate or
insufficient information provided by the seller (H. G. Lee, 1998). Because of
the uncertainty of the quality of a product in an online environment, consumers
obtain trust and credibility from consumer reviews (Z. Liu & Park, 2015). This
reduces the asymmetry of the information (Cheung et al., 2008). Higher ratings
BEHAVIORAL INTENTION TO USE FOOD DELIVERY APPS 1463
and more reviews of products lead to more sales and encourage the buyer’s
decision (Dellarocas, Zhang, & Awad, 2007). However, regardless of whether the
reviews are positive or negative, consumers perceive them as providing useful
information (Purnawirawan, De Pelsmacker, & Dens, 2012). Buyers’ negative
information is read more carefully than positive information and buyers perceive
these posts to be more useful (Ito, Larsen, Smith, & Cacioppo, 1998). Therefore,
we proposed the following hypotheses:
Hypothesis 1: User-generated information will have a positive effect on the
perceived usefulness of a food delivery app.
Hypothesis 2: Firm-generated information will have a positive effect on the
perceived usefulness of a food delivery app.
System Quality
Several researchers have noted that system quality is an external variable in
the TAM. Ahn et al. (2004) showed that the system quality provided by online
stores strongly influenced customers’ perceived usefulness and perceived ease of
use. Çelik and Yilmaz (2011) used the TAM to analyze the e-commerce of online
stores in Turkey and found that of five external variables (information quality,
service quality, system quality, trust, and enjoyment), system quality affected
both perceived ease of use and perceived usefulness. Using the TAM, Sternad
and Bobek (2013) carried out an analysis of a company’s enterprise resource
planning (ERP) system. They concluded that system quality and its technological
characteristics improved the perceived ease of use, which had a further positive
effect on the attitude toward the ERP system and its perceived usefulness. This
demonstrates that system quality is an important external variable in the TAM.
Thus, we proposed the following hypotheses:
Hypothesis 3a: System quality will have a positive effect on the perceived
usefulness of a food delivery app.
Hypothesis 3b: System quality will have a positive effect on the perceived ease
of use of a food delivery app.
Design Quality
Design quality is another exogenous variable that has a strong effect in the
application of the TAM. Pei, Zhenxiang, and Chunping (2007), when targeting
Chinese business-to-consumer websites, extended the TAM to measure website
design effectiveness. They showed that design quality had a positive effect
on both perceived usefulness and perceived ease of use. In their study on
e-shopping purchase and intention, Ha and Stoel (2009) integrated e-shopping
quality (website design, customer service, privacy/security, and atmospheric/
experiential), enjoyment, and trust into the TAM to examine consumer acceptance
of e-shopping. They showed that e-shopping quality, particularly website design,
1464 BEHAVIORAL INTENTION TO USE FOOD DELIVERY APPS
had a direct effect on perceived ease of use. This indicates that design quality
plays a prominent role as an antecedent of perceived ease of use.
I.-F. Liu, Chen, Sun, Wible, and Kuo (2010) emphasized the importance of
design when they extended the TAM to explore the factors that affect intention
to use an online learning community. Because online education is web-based, the
design of the course has a significant effect on students’ success or failure. I.-F.
Liu et al. categorized design into online course and user interface design, and
found that both categories directly influenced perceived ease of use. Therefore,
we proposed the following hypothesis:
Hypothesis 4: Design quality will have a positive effect on the perceived ease of
use of a food delivery app.
Method
Measures
Valid and reliable measurement variables were adapted from prior studies, with
modifications made to fit the context of our conceptual model. All measurement
items were rated on a 5-point Likert scale ranging from 1 = strongly disagree to
5 = strongly agree. We developed the questionnaire in English, and translated it
into Korean. To verify the accuracy of the translation, we asked native Koreans
who were fluent in English to back-translate the Korean questionnaire into
English. We then compared the two versions of the original questionnaire and
verified the absence of errors.
User-generated information. User-generated information refers to review
information uploaded by delivery app users after using the service. We measured
this information with a scale developed by D. H. Park, Lee, and Han (2007) that
consisted of five items to assess usefulness, sufficiency, understandability, and
reliability of information. Cronbach’s coefficient was .81 in this study.
Firm-generated information. We assessed firm-generated information through
restaurant and menu information provided by the delivery app. We measured
this information using a scale adapted from Al-Qeisi, Dennis, Alamanos,
and Jayawardhena (2014) and Mohammadi (2015) that consisted of five
items: usefulness, accuracy, latest menu, understandability of information, and
information on the desired menu. Cronbach’s coefficient was .83 in this study.
System quality. We measured the quality of the application system using
four items from Al-Qeisi et al. (2014), Hsu, Chang, and Chen (2012), and
Mohammadi (2015): prompt response, easy access, prompt page change, and
stable drive. Cronbach’s coefficient was .80 in this study.
Design quality. We measured the quality of the application design using
five items from Al-hawari and Mouakket (2010) and Al-Qeisi et al. (2014):
organization, clear design, user friendliness, appropriate colors, and attractiveness.
Cronbach’s coefficient was .85 in this study.
Technology Acceptance Model. We used the four items of perceived
usefulness, perceived ease of use, attitude, and intention to use, in the extended
TAM.
(a) Perceived usefulness: We adapted five items from López-Nicolás et al.
(2008), Choi and Totten (2012), and Yilmaz (2014). A sample item is “The food
delivery app is worth using.” Cronbach’s coefficient was .86 in this study.
(b) Perceived ease of use: We used four items generated from López-Nicolás
et al. (2008), Al-hawari and Mouakket (2010), and Choi and Totten (2012). A
sample item is “The food delivery app is easy to use.” Cronbach’s coefficient
was .81 in this study.
(c) Attitude: We used five items adapted from Yu, Ha, Choi, and Rho (2005)
and Choi and Totten (2012). A sample item is “The food delivery app brings
profit for me.” Cronbach’s coefficient was .87 in this study.
BEHAVIORAL INTENTION TO USE FOOD DELIVERY APPS 1467
(d) Intention to use: We adapted five items from Yu et al. (2005), López-Nicolás
et al. (2008), and Choi and Totten (2012). A sample item is “I am willing to
purchase food through the food delivery app.” Cronbach’s coefficient was .90
in this study.
Data Analysis
Prior to conducting structural equation modeling to test the hypotheses, we
used AMOS 18.0 to conduct a confirmatory factor analysis (CFA) to evaluate
the unidimensionality of the measures. To examine the relationships among the
variables, we conducted a correlation analysis with SPSS 18.0.
Results
Hypothesis Testing
We examined the interrelationship between the constructs using a structural
model with a covariance matrix. According to the goodness-of-fit indices,
the result for the overall fit indices indicated that the proposed structural
model provided an acceptable fit to the data, 2 = 94.496, df = 8, p < .01,
RMSEA = .172, GFI = .938, CFI = .956, IFI = .953, NFI = .949, and RMR = .019.
A summary of the hypothesis testing results is shown in Table 2. The
relationships between both user-generated information and perceived ease of use
1468
Table 1. Discriminant Validity, Correlation Coefficient Matrix, and Square Roots of Average Variance Extracted
M SD 1 2 3 4 5 6 7 8
1. User-generated information 3.42 0.65 1 .704* .549* .573* .598* .456* .546* .547*
2. Firm-generated information 3.59 0.61 .496 1 .666* .704* .681* .612* .615* .599*
3. System quality 3.68 0.56 .301 .443 1 .652* .710* .721* .590* .592*
4. Design quality 3.61 0.55 .328 .496 .474 1 .621* .691* .580* .541*
5. Perceived usefulness 3.66 0.66 .358 .464 .504 .386 1 .704* .715* .719*
6. Perceived ease of use 3.80 0.60 .208 .375 .519 .477 .495 1 .580* .543*
7. Attitude 3.54 0.70 .298 .378 .348 .336 .511 .336 1 .717*
8. Intention to use 3.57 0.74 .299 .359 .350 .293 .516 .294 .514 1
*
Note. Numbers under the diagonal represent the squared correlation coefficient. p < .05.
Discussion
Our results have enhanced understanding of the relational factors that either
drive or impede user intention to use food delivery apps, and provide insight
for food service industry management to develop strategies for their businesses
to remain competitive. First, user-generated information increased perceived
usefulness. This result extends the literature on perceived informativeness and
perceived usefulness of mobile apps (Rese, Schreiber, & Baier, 2014). When
shopping online, consumers have perceived risk concerns about the attributes,
exchanges/refunds, and delivery of a product. Consumers, therefore, search for
a variety of information to reduce risk, and, thus, consumers’ reviews can be a
strong indicator of perception of level of risk (H. Lee & Choi, 2003). S. Park
and Nicolau (2015) found that consumers judged extreme Further, when the
ratings were negative, consumers perceived the information to be more useful.
Therefore, administrators of food delivery apps should be aware that negative
reviews mean that consumers perceive the apps as more useful, and that, counter-
intuitively, negative reviews should not be removed. Further, when the identity of
the reviewer is revealed, it strongly influences the usefulness of online reviews
(Z. Liu & Park, 2015). This suggests the reviewer’s real name, rather than a
registered form of identification, such as a username, should be used in online
reviews.
1470 BEHAVIORAL INTENTION TO USE FOOD DELIVERY APPS
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