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Understanding Continuance Intention of Merchants as End User in Online Food Delivery After COVID-19
Author(s)
Yasirandi, Rahmat
Thanasopon, Bundit
Date Issued
March 1, 2025
Type
Article
Abstract
This study explores the continuance intention of merchants in using Online Food Delivery (OFD) services post-pandemic, employing an extended Expectation-Confirmation Model (ECM). While existing research on OFD predominantly examines food consumers, this study focuses on the merchant side and investigates how confirmation, perceived usefulness, satisfaction, perceived risk, and perceived critical mass influence their continuance intention. Using Structural Equation Modeling (SEM) on data collected from 378 Indonesian merchants, the findings highlight several critical factors. Perceived critical mass fosters platform adoption by creating a sense of widespread utility, while perceived risk indirectly affects continuance intention through its impact on satisfaction, emphasizing the need to address merchants’ concerns. This research enhances the understanding of merchant behavior in the OFD ecosystem by incorporating context-specific factors that influence their decisions. The findings offer practical recommendations for OFD providers to improve system reliability, mitigate perceived risks, and foster a robust user community to ensure sustained engagement. Future studies could build on these insights by investigating similar dynamics in different regions or by including other stakeholders, such as delivery drivers, to provide a broader understanding of the OFD ecosystem.
Citation
Hightech and Innovation Journal, 6(1), 165-182, 2025