Factors Affecting Customer Continuance Intention using Online Food Delivery Service Post-COVID-19 in Malaysia

Muhammad Ashif Mohd Saperi; Nur Amalina Mohamad Zaki; Azizul Yadi Yaakop; Dian Ratna Sawitri; Siti Nur'`Atikah Zulkiffli

doi:10.32479/irmm.23857

Authors

Muhammad Ashif Mohd Saperi Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Malaysia,
Nur Amalina Mohamad Zaki Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Malaysia,
Azizul Yadi Yaakop Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Malaysia,
Dian Ratna Sawitri Faculty of Psychology, Universitas Diponegoro, Jl. Prof., Mr. Sunario, Tembalang, Semarang, 50275 Indonesia.
Siti Nur'`Atikah Zulkiffli Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, 21030 Kuala Nerus, Malaysia,

DOI:

https://doi.org/10.32479/irmm.23857

Keywords:

Online Food Delivery, Familiarity, Customer Continuance Intention, Perceived Usefulness, Perceived Ease of Use

Abstract

The use of online food delivery (OFD) services has remained high after the COVID-19 pandemic, prompting questions about the factors that influence consumer continuance intention. While most studies focused on intentions during the pandemic, fewer have examined customer continuance intention (CCI) in the post-pandemic context. This study investigates the effects of eight factors on CCI and the moderating role of technology experience. Using a quantitative design, data were collected from 462 Malaysian respondents with prior OFD experience through purposive sampling. Data were analysed via SPSS using descriptive statistics, multiple regression, and moderation analysis. Results show that familiarity is the strongest predictor of CCI, followed by perceived security, perceived usefulness, time-saving benefits, price-saving benefits, and perceived ease of use. Perceived privacy and food safety risk perception were not significant predictors of CCI. Moreover, technology experience did not moderate the relationships between the variables and CCI. Theoretically, this study contributes to the Technology Acceptance Model by identifying familiarity as a key post-adoption factor influencing continued use. Practically, the findings suggest that OFD providers should enhance user familiarity with their platforms to foster long-term customer usage.