Factors Affecting Customers’ Behavioral Intention Toward Using Mobile Food Delivery Application Services: A Study in Phnom Penh, Cambodia
摘要
Due to the rapid rise in Internet access, smartphones, and mobile applications, mobile food delivery application services (MFDAS) in Cambodia have significantly developed. Customers can use mobile food apps on their smartphones to conveniently browse the menus and order from restaurants. As the mobile food apps become popular, the competition among restaurants and food suppliers also intensifies. Therefore, marketers and restaurant owners need to understand various factors that impact customer behavior and purchasing intention and to remain competitive in this challenging market. Although this industry witnessed rapid development, there is still limited understanding of Cambodian consumers’ behavioral intentions regarding MFDAS adoption. This article aims to explore potential factors that affect customers’ intention to use MFDAS. To complete this aim, the research applied the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). Structural Equation Model (SEM) was employed to verify the research hypotheses and analyze the customer’s behavioral intent. According to the findings, customer’s intent to adopt MFDAS is influenced by usefulness, convenience motivation, and attitude. Convenience motivation and usefulness of the MFDAS are significantly related, and both factors affect attitude toward use of customers. Social influence and ease of use perception positively influence usefulness perception. In addition, time-saving orientation and previous online buying experience also have an influential effect on convenience motivation. However, price-saving orientation and convenience motivation are not statistically significant in this study.