Using the unified theory of acceptance and use of technology (UTAUT) model to explore consumers’ continuance intention to use food delivery application: The case study of Ho Chi Minh City
Date Published:
02/12/2025
Online Published:
25/11/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This study aims to evaluate the drivers of customers' satisfaction and the intention to continue using food delivery application (FDAs) in Ho Chi Minh City by using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. An online survey was conducted using Google Forms to collect data from 330 respondents in Ho Chi Minh City. The collected data was analyzed using SmartPLS 3.0, employing PLS-SEM to evaluate the model and test hypotheses. The results show that four elements from the UTAUT model, performance expectancy, effort expectancy, social influence, and facilitating conditions, have a significant impact on satisfaction with food delivery applications (FDA). Additionally, the intention to keep using mobile food delivery apps is significantly influenced by these factors as well. By validating UTAUT model factors in relation to user satisfaction and continuance intention to use mobile food delivery applications, this study offers a substantial contribution to theoretical insights and managerial implications. It provides practical guidance for academics and key stakeholders in FDA context.
Keywords
Continuance intention; Food delivery application; Satisfaction; UTAUT
Article Details
Field of Economic (JEL Codes)
D12 - Consumer Economics: Empirical Analysis - Household Behavior and Family Economics, L81 - Retail and Wholesale Trade • e-Commerce - Industry Studies: Services, M31 - Marketing - Marketing and Advertising
References
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Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
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Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers, 21, 719–734. https://doi.org/10.1007/s10796-017-9774-y
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Franque, F. B., Oliveira, T., & Tam, C. (2021). Understanding the factors of mobile payment continuance intention: empirical test in an African context. Heliyon, 7(8). https://doi.org/10.1016/j.heliyon.2021.e07807
Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study - A case of China. Computers in Human Behavior, 53, 249–262. https://doi.org/10.1016/j.chb.2015.07.014
Google, Temasek, & Bain & Company. (2019). E-conomy-sea-2019: Swipe up and to the right: Southeast Asia’s $100 billion Internet economy (Report). Temasek. https://www.temasek.com.sg/content/dam/temasek-corporate/news-and-views/resources/reports/google-temasek-e-conomy-sea-2019.pdf
Hair, J. F., Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hong, C., Choi, H., Choi, E.-K., & Joung, H.-W. (2021). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48, 509–518. https://doi.org/10.1016/j.jhtm.2021.08.012
IMARC GROUP. (2020). Vietnam online food delivery market: Industry trends, share, size, growth, opportunity and forecast 2020-2025.
Kang, S. (2014). Factors influencing intention of mobile application use. International Journal of Mobile Communications, 12(4), 360-379. https://doi.org/10.1504/IJMC.2014.063653
Karulkar, Y., Pahuja, J., & Singh Uppal, B. (2021). Examining UTAUT model to explore consumer adoption in online food delivery (OFD) services. Pramana Research Journal, 9(8), 146-162. https://www.researchgate.net/publication/353305601
Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460–474. https://doi.org/10.1016/j.chb.2017.01.001
Kourouthanassis, P. E., Georgiadis, C., Zamani, E., & Giaglis, G. M. (2010). Explaining the adoption of mobile internet applications. 2010 Ninth International Conference on Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR) (pp. 148-153). IEEE. https://doi.org/10.1109/ICMB-GMR.2010.70
Lam, T. N., Vuong, T. K., & Tran, S. T. (2023). Key factors influencing customer satisfaction and intention to reuse food ordering apps. Management Dynamics in the Knowledge Economy, 11(2), 152–169. https://doi.org/10.2478/mdke-2023-0011
Lee, S. W., Sung, H. J., & Jeon, H. M. (2019). Determinants of continuous intention on food delivery apps: Extending UTAUT2 with information quality. Sustainability, 11(11). https://doi.org/10.3390/su11113141
Lim, S. H., Kim, D. J., Hur, Y., & Park, K. (2019). An empirical study of the impacts of perceived security and knowledge on continuous intention to use mobile fintech payment services. International Journal of Human-Computer Interaction, 35(10), 886–898. https://doi.org/10.1080/10447318.2018.1507132
Loan, N. T. Q., & Hung, N. Q. (2018). Factors affecting satisfaction and reuse intention of customers using online motorbike service. Ho Chi Minh City Open University Journal of Science, 8(2), 30–46. https://doi.org/10.46223/HCMCOUJS.econ.en.8.2.162.2018
Marinković, V., Đorđević, A., & Kalinić, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: A UTAUT-based perspective. Technology Analysis and Strategic Management, 32(3), 306–318. https://doi.org/10.1080/09537325.2019.1655537
Munday, M., & Humbani, M. (2024). Determining the drivers of continued mobile food delivery app (MFDA) usage during a pandemic period. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2308086
Nam, L. G., & An, N. T. T. (2021). A new decade for social changes: Affecting the continuance intention to use food delivery apps of the millennials in Ho Chi Minh City. Technium Social Sciences Journal, 18. https://doi.org/10.47577/tssj.v18i1
Naranjo-Zolotov, M., Oliveira, T., Casteleyn, S., & Irani, Z. (2019). Continuous usage of e-participation: The role of the sense of virtual community. Government Information Quarterly, 36(3), 536–545. https://doi.org/10.1016/j.giq.2019.05.009
Neufeld, D. J., Dong, L., & Higgins, C. (2007). Charismatic leadership and user acceptance of information technology. European Journal of Information Systems, 16(4), 494–510. https://doi.org/10.1057/palgrave.ejis.3000682
Nguyen, T. T. H., Nguyen, N., Nguyen, T. B. L., Phan, T. T. H., Bui, L. P., & Moon, H. C. (2019). Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended TAM approach. Foods, 8(11). https://doi.org/10.3390/foods8110576
Okumus, B., Ali, F., Bilgihan, A., & Ozturk, A. B. (2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management, 72, 67–77. https://doi.org/10.1016/j.ijhm.2018.01.001
Prayudhi, A., & Zulkarnain (2023). Analysis of factors influencing the usage of online food delivery applications based on UTAUT2 model. In Proceedings of the 8th North American International Conference on Industrial Engineering and Operations (Houston, Texas, USA, June 13‑16, 2023) (pp. 728-739). IEOM Society International. https://ieomsociety.org/proceedings/2023houston/201.pdf
Puriwat, W., & Tripopsakul, S. (2021). Explaining social media adoption for a business purpose: An application of the utaut model. Sustainability, 13(4). https://doi.org/10.3390/su13042082
Q & Me. (2020). Vietnam mobile app popularity 2019. Asia Plus Inc.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 47, 262–273. https://doi.org/10.1016/j.ijinfomgt.2018.09.017
Song, H. J., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95. https://doi.org/10.1016/j.ijhm.2021.102943
Troise, C., O’Driscoll, A., Tani, M., & Prisco, A. (2021). Online food delivery services and behavioural intention – A test of an integrated TAM and TPB framework. British Food Journal, 123(2), 664–683. https://doi.org/10.1108/BFJ-05-2020-0418
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003a). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012a). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412
Verkijika, S. F. (2018). Factors influencing the adoption of mobile commerce applications in Cameroon. Telematics and Informatics, 35(6), 1665–1674. https://doi.org/10.1016/j.tele.2018.04.012
Vu, T. D., Nguyen, H. V., Vu, P. T., Tran, T. H. H., & Vu, V. H. (2023). Gen Z customers’ continuance intention in using food delivery application in an emerging market: Empirical evidence from Vietnam. Sustainability, 15(20). https://doi.org/10.3390/su152014776
Wang, J., Shen, X., Huang, X., & Liu, Y. (2021). Influencing factors of the continuous usage intention of consumers of online food delivery platform based on an information system success model. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.716796
Al-Shafi, S., & Weerakkody, V. (2009). Understanding citizens’ behavioural intention in the adoption of e-government services in the state of Qatar. 17th European Conference on Information Systems, ECIS 2009, Verona, Italy, 2009. https://www.researchgate.net/publication/221408088
Yap, C. P., & Lee, W. O. (2023). Factors influencing continuance intention to adopt online food delivery services among millennials during the Covid-19 pandemic. Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) (pp. 47–65). Atlantis Press. https://doi.org/10.2991/978-2-494069-99-2_6
Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period? International Journal of Hospitality Management, 91. https://doi.org/10.1016/j.ijhm.2020.102683
Al Amin, M., Muzareba, A. M., Chowdhury, I. U., & Khondkar, M. (2024). Understanding e-satisfaction, continuance intention, and e-loyalty toward mobile payment application during COVID-19: An investigation using the electronic technology continuance model. Journal of Financial Services Marketing, 29, 318–340. https://doi.org/10.1057/s41264-022-00197-2
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28–44. https://doi.org/10.1016/j.ijinfomgt.2019.04.008
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
Choe, J. Y., Kim, J. J., & Hwang, J. (2021). Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB. Journal of Travel and Tourism Marketing, 38(1), 16–30. https://doi.org/10.1080/10548408.2020.1862023
Chopdar, P. K., & Sivakumar, V. J. (2019). Understanding continuance usage of mobile shopping applications in India: The role of espoused cultural values and perceived risk. Behaviour & Information Technology, 38(1), 42–64. https://doi.org/10.1080/0144929X.2018.1513563
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2019). Re-examining the Unified Theory of Acceptance and Use of Technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers, 21, 719–734. https://doi.org/10.1007/s10796-017-9774-y
D'Avoglio Zanetta, L., Hakim, M. P., Gastaldi, G. B., Seabra, L. M. J., Rolim, P. M., Nascimento, L. G. P., Medeiros, C. O., & da Cunha, D. T. (2021). The use of food delivery apps during the COVID-19 pandemic in Brazil: The role of solidarity, perceived risk, and regional aspects. Food Research International, 149. https://doi.org/10.1016/j.foodres.2021.110671
Franque, F. B., Oliveira, T., & Tam, C. (2021). Understanding the factors of mobile payment continuance intention: empirical test in an African context. Heliyon, 7(8). https://doi.org/10.1016/j.heliyon.2021.e07807
Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study - A case of China. Computers in Human Behavior, 53, 249–262. https://doi.org/10.1016/j.chb.2015.07.014
Google, Temasek, & Bain & Company. (2019). E-conomy-sea-2019: Swipe up and to the right: Southeast Asia’s $100 billion Internet economy (Report). Temasek. https://www.temasek.com.sg/content/dam/temasek-corporate/news-and-views/resources/reports/google-temasek-e-conomy-sea-2019.pdf
Hair, J. F., Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hong, C., Choi, H., Choi, E.-K., & Joung, H.-W. (2021). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48, 509–518. https://doi.org/10.1016/j.jhtm.2021.08.012
IMARC GROUP. (2020). Vietnam online food delivery market: Industry trends, share, size, growth, opportunity and forecast 2020-2025.
Kang, S. (2014). Factors influencing intention of mobile application use. International Journal of Mobile Communications, 12(4), 360-379. https://doi.org/10.1504/IJMC.2014.063653
Karulkar, Y., Pahuja, J., & Singh Uppal, B. (2021). Examining UTAUT model to explore consumer adoption in online food delivery (OFD) services. Pramana Research Journal, 9(8), 146-162. https://www.researchgate.net/publication/353305601
Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-related factors in extended UTAUT model for NFC based mobile payment in the restaurant industry. Computers in Human Behavior, 70, 460–474. https://doi.org/10.1016/j.chb.2017.01.001
Kourouthanassis, P. E., Georgiadis, C., Zamani, E., & Giaglis, G. M. (2010). Explaining the adoption of mobile internet applications. 2010 Ninth International Conference on Mobile Business and 2010 Ninth Global Mobility Roundtable (ICMB-GMR) (pp. 148-153). IEEE. https://doi.org/10.1109/ICMB-GMR.2010.70
Lam, T. N., Vuong, T. K., & Tran, S. T. (2023). Key factors influencing customer satisfaction and intention to reuse food ordering apps. Management Dynamics in the Knowledge Economy, 11(2), 152–169. https://doi.org/10.2478/mdke-2023-0011
Lee, S. W., Sung, H. J., & Jeon, H. M. (2019). Determinants of continuous intention on food delivery apps: Extending UTAUT2 with information quality. Sustainability, 11(11). https://doi.org/10.3390/su11113141
Lim, S. H., Kim, D. J., Hur, Y., & Park, K. (2019). An empirical study of the impacts of perceived security and knowledge on continuous intention to use mobile fintech payment services. International Journal of Human-Computer Interaction, 35(10), 886–898. https://doi.org/10.1080/10447318.2018.1507132
Loan, N. T. Q., & Hung, N. Q. (2018). Factors affecting satisfaction and reuse intention of customers using online motorbike service. Ho Chi Minh City Open University Journal of Science, 8(2), 30–46. https://doi.org/10.46223/HCMCOUJS.econ.en.8.2.162.2018
Marinković, V., Đorđević, A., & Kalinić, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: A UTAUT-based perspective. Technology Analysis and Strategic Management, 32(3), 306–318. https://doi.org/10.1080/09537325.2019.1655537
Munday, M., & Humbani, M. (2024). Determining the drivers of continued mobile food delivery app (MFDA) usage during a pandemic period. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2308086
Nam, L. G., & An, N. T. T. (2021). A new decade for social changes: Affecting the continuance intention to use food delivery apps of the millennials in Ho Chi Minh City. Technium Social Sciences Journal, 18. https://doi.org/10.47577/tssj.v18i1
Naranjo-Zolotov, M., Oliveira, T., Casteleyn, S., & Irani, Z. (2019). Continuous usage of e-participation: The role of the sense of virtual community. Government Information Quarterly, 36(3), 536–545. https://doi.org/10.1016/j.giq.2019.05.009
Neufeld, D. J., Dong, L., & Higgins, C. (2007). Charismatic leadership and user acceptance of information technology. European Journal of Information Systems, 16(4), 494–510. https://doi.org/10.1057/palgrave.ejis.3000682
Nguyen, T. T. H., Nguyen, N., Nguyen, T. B. L., Phan, T. T. H., Bui, L. P., & Moon, H. C. (2019). Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended TAM approach. Foods, 8(11). https://doi.org/10.3390/foods8110576
Okumus, B., Ali, F., Bilgihan, A., & Ozturk, A. B. (2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management, 72, 67–77. https://doi.org/10.1016/j.ijhm.2018.01.001
Prayudhi, A., & Zulkarnain (2023). Analysis of factors influencing the usage of online food delivery applications based on UTAUT2 model. In Proceedings of the 8th North American International Conference on Industrial Engineering and Operations (Houston, Texas, USA, June 13‑16, 2023) (pp. 728-739). IEOM Society International. https://ieomsociety.org/proceedings/2023houston/201.pdf
Puriwat, W., & Tripopsakul, S. (2021). Explaining social media adoption for a business purpose: An application of the utaut model. Sustainability, 13(4). https://doi.org/10.3390/su13042082
Q & Me. (2020). Vietnam mobile app popularity 2019. Asia Plus Inc.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 47, 262–273. https://doi.org/10.1016/j.ijinfomgt.2018.09.017
Song, H. J., Ruan, W. J., & Jeon, Y. J. J. (2021). An integrated approach to the purchase decision making process of food-delivery apps: Focusing on the TAM and AIDA models. International Journal of Hospitality Management, 95. https://doi.org/10.1016/j.ijhm.2021.102943
Troise, C., O’Driscoll, A., Tani, M., & Prisco, A. (2021). Online food delivery services and behavioural intention – A test of an integrated TAM and TPB framework. British Food Journal, 123(2), 664–683. https://doi.org/10.1108/BFJ-05-2020-0418
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003a). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012a). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems, 36(1), 157–178. https://doi.org/10.2307/41410412
Verkijika, S. F. (2018). Factors influencing the adoption of mobile commerce applications in Cameroon. Telematics and Informatics, 35(6), 1665–1674. https://doi.org/10.1016/j.tele.2018.04.012
Vu, T. D., Nguyen, H. V., Vu, P. T., Tran, T. H. H., & Vu, V. H. (2023). Gen Z customers’ continuance intention in using food delivery application in an emerging market: Empirical evidence from Vietnam. Sustainability, 15(20). https://doi.org/10.3390/su152014776
Wang, J., Shen, X., Huang, X., & Liu, Y. (2021). Influencing factors of the continuous usage intention of consumers of online food delivery platform based on an information system success model. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.716796
Al-Shafi, S., & Weerakkody, V. (2009). Understanding citizens’ behavioural intention in the adoption of e-government services in the state of Qatar. 17th European Conference on Information Systems, ECIS 2009, Verona, Italy, 2009. https://www.researchgate.net/publication/221408088
Yap, C. P., & Lee, W. O. (2023). Factors influencing continuance intention to adopt online food delivery services among millennials during the Covid-19 pandemic. Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) (pp. 47–65). Atlantis Press. https://doi.org/10.2991/978-2-494069-99-2_6
Zhao, Y., & Bacao, F. (2020). What factors determining customer continuingly using food delivery apps during 2019 novel coronavirus pandemic period? International Journal of Hospitality Management, 91. https://doi.org/10.1016/j.ijhm.2020.102683
How to Cite
Nguyen, T. T. T., & Nguyen, T. P. D. (2025). Using the unified theory of acceptance and use of technology (UTAUT) model to explore consumers’ continuance intention to use food delivery application: The case study of Ho Chi Minh City. Journal of Finance - Marketing Research, 3(4), 94-108. https://doi.org/10.52932/jfmr.v3i4en.770