An Empirical Analysis of Continuous Use Intention in Mobile Food Delivery App Considering the Herd Behavior
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บทคัดย่อ
With the development and widespread of mobile networks, mobile food delivery has gradually become a very important part of people's lives through the transformation of people's consumption concepts. Based on TAM, D&M, and ECM, this paper introduces ten potential variables and supposes 17 paths to construct the theoretical framework. It discusses the factors affecting the continuous use intention of mobile food delivery app customers and the size of the influence between the influencing factors. According to the results of 1040 effective questionnaires, Warp-PLS was used to verify the model and its hypothesis. The results showed that 14 of the hypothesized paths were supported. The perceived risk negatively had an effect on continuous use intention, perceived ease of use, and perceived usefulness; The higher perceived ease of use, the higher perceived usefulness; perceived ease of use and perceived usefulness affected satisfaction positively; The system quality, information quality, service quality had a positive effect on satisfaction. And there was a positive correlation between system quality, information quality, and continuous use intention. The herd behavior negatively affected the relationship between satisfaction and continuous use intention. Finally, based on the data analysis results, this paper proposed some research conclusions. It is hoped it can give other mobile food delivery merchants the assistance of decision-making in formulating marketing strategies.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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