Factors affecting consumer acceptance and use of mobile delivery applications in South Africa

Background: During the 2020 global coronavirus (COVID-19) outbreak, mobile delivery applications flourished, facilitating consumer access to groceries. Research has shown, however, that usage remains low in developing countries such as South Africa. Objectives: This research identifies factors affect acceptance and use of a application. It provides recommendations for application designers improve functionality usability retailers better understand customer needs. Method: adopted an interpretivist stance, utilising Unified Theory Acceptance Use 2 (UTAUT2) theoretical framework. Data were collected analysed from 4159 Google Play Store reviews using thematic content analysis. Reviews anonymised, coded categorised according UTAUT2 model constructs. Results: Performance expectancy conditions found Effort expectancy, hedonic motivation cost price had moderate effect. Social influence, habit value did not impact Users will depend only on friends family but also service costs. Conclusion: revealed users are more likely accept if they find it helpful receive quick assistance when facing technical challenges. Contribution: geographical area where low. Retailers may attract customers success services by addressing concerns