Published Online:August 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:
Author Name:Police Keerthi, Vikas Gautam and Vipin Khurana
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:31
The study examines the factors driving customers’ continued intention to reuse mobile food ordering apps (MFOA) in India. The study developed an integrated model using Diffusion of Innovation Theory (DOI) with Self-Determination Theory (SDT) and an additional construct: self-efficacy. Data collected from 334 respondents in India were analyzed using covariance-based structural equation modeling. The results revealed that autonomous motivation, followed by compatibility are the strongest determinants of intention to continue using MFOA. Contrary to the hypothesis, relative advantage and controlled motivation turned out to have an insignificant impact on continued intention. Other factors, viz., observability, complexity, and self-efficacy, are significant. Based on the findings, the study strongly recommends firms to develop MFOA that are customer-centric, fun to use, and less complex. Previous studies have mainly focused on users’ initial adoption of MFOA. However, this is the first study that investigates customers’ continued intention to reuse MFOA in a developing country like India. The integration of DOI with SDT is a unique approach adopted by the present study.
The number of smartphone users in India alone surpassed 1 billion in 2023, with the number expected to rise in the near future (Statista, 2023). The use of smartphones and mobile application technology has become an expansive and intrinsic part of day-today life (Baabdullah et al., 2019). Mobile applications, generally known as mobile apps, are software developed for operating on wireless gadgets such as smartphones or tablets (Statista, 2021). With the increase in smartphone users, there is also a surge in mobile apps usage. The number of mobile apps downloaded globally touched 299 billion in 2023 (Statista, 2023a) and they are expected to generate a revenue of over $935 bn in 2024 (Asghar, 2024).