Consumers' adoption and continuance usage intention of food delivery apps in Malta

Abstract

Purpose: This research aimed to explore what factors were the most important to Maltese consumers when choosing to adopt FDAs during the Covid-19 pandemic in Malta. Furthermore, the aim was also to discover the continuance intention of Maltese consumers with regard to using food delivery apps in post-pandemic times. Research Design: The primary data for this research study was collected through a survey and distributed online. A survey was used as it provided an efficient and effective way of collecting primary data from Maltese food delivery app consumers. Research Findings: Findings of this study identified the main factors that Maltese consumers considered to be important when using food delivery apps. Effort expectancy was considered to be the most important factor to consumers during the pandemic. Furthermore, this study also identified consumer intentions to keep using FDAs in post-pandemic times. Originality and Value: This study is among the first to investigate consumer purchase behaviour of food delivery apps in Malta, as well as continuance intention. Its value lies in how stakeholders use the data collected to improve customer experiences whilst using food delivery apps.