Sustaining the Click: Explaining Continuance Use of Online Food Delivery Services by Malaysian University Students in the Post-COVID-19 Era

Abstract

Online ordering and home delivery of food prepared away from home are made easier by online food delivery services (OFDS). This study investigates factors affecting Malaysian university students' continuance intentions to use OFDS. With the rising dependence on digital solutions for daily needs, understanding the behavioral intents concerning OFDS provides valuable insights for businesses and educational institutions alike. The data was collected from a sample of 385 university students in Malaysia. The findings showed that attitude toward use was significantly affected by perceived ease of use (PEOU) and perceived usefulness (PU). Besides, PEOU and PU were found to have indirect effects on the continuance intention to use OFDS through attitude toward use. This research extends the digital consumer behavior discourse and provides actionable insights for service providers to enhance their marketing strategies and service delivery in the burgeoning online food delivery industry, catering more effectively to the needs of a young, tech-savvy demographic.