Consumers’ Intentions to Use Mobile Food Applications

The use of mobile food applications (MFAs) significantly increased in the past decade. MFA ecosystem is evolving, and companies need to consider changing consumer habits stay competitive. This quantitative study proposes a comprehensive model integrating Unified Theory Acceptance Use Technology (UTAUT2) Consumption Values (TCV) that examines factors affect behavioural intent MFAs. 170 participants were surveyed using convenience sampling technique. statistical results discussions showed social influence was most significant predictor on consumers’ intention Performance expectancy, hedonic motivation, habit also positively associated with MFAs, while effort safety concerns, affordance values not. findings partially supported proposed model.