Evaluating the customers' dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): Evidence from Bangladesh

Al Amin, Md et al. Article Evaluating the customers' dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): Evidence from Bangladesh European Journal of Management and Business Economics (EJM&BE) Provided in Cooperation with: European Academy of Management and Business Economics (AEDEM), Vigo (Pontevedra) Suggested Citation: Al Amin, Md et al. (2021) : Evaluating the customers' dining attitudes, esatisfaction and continuance intention toward mobile food ordering apps (MFOAs): Evidence from Bangladesh, European Journal of Management and Business Economics (EJM&BE), ISSN 2444-8451, Emerald, Bingley, Vol. 30, Iss. 2, pp. 211-229, https://doi.org/10.1108/EJMBE-04-2020-0066 This Version is available at: https://hdl.handle.net/10419/254215 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Evaluating the customers’dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): evidence from Bangladesh Md. Al Amin Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalgonj, Bangladesh Md. Shamsul Arefin Department of Management Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalgonj, Bangladesh Nayeema Sultana Department of Business Administration, East West University, Dhaka, Bangladesh Md. Rakibul Islam Department of Management Studies, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalgonj, Bangladesh, and Israt Jahan and Ayeasha Akhtar Department of Marketing, Bangabandhu Sheikh Mujibur Rahman Science and Technology University, Gopalgonj, Bangladesh Abstract Purpose –This study was designed to specifically explore confirmation and perceived usefulness associated with mobile food ordering apps (MFOAs) in consideration of their impacts upon attitudes, satisfaction and intention to continuously use. Design/methodology/approach –The research utilized the convenience sampling to gather data from 250 respondents having prior experience with MFOAs during COVID-19 pandemic period in Bangladesh. The Structural Equation Modeling technique was applied to analyze the data using SmartPLS 3 software. Findings –This study’s results showed that customers’perceived confirmation and usefulness were significant in determining their dinning attitudes. Besides, customers’dining attitudes were positively related to e-satisfaction. Finally, the customers’continuance intention to use MFOAs was significantly influenced by their e-satisfaction. Evaluating the customers’ dining attitudes 211 © Md. Al Amin, Md. Shamsul Arefin, Nayeema Sultana, Md. Rakibul Islam, Israt Jahan and Ayeasha Akhtar. Published in European Journal of Management and Business Economics. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/ legalcode The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2444-8494.htm Received 8 April 2020 Revised 19 July 2020 4 November 2020 Accepted 25 November 2020 European Journal of Management and Business Economics Vol. 30 No. 2, 2021 pp. 211-229 Emerald Publishing Limited e-ISSN: 2444-8494 p-ISSN: 2444-8451 DOI 10.1108/EJMBE-04-2020-0066 Research limitations/implications –Restaurants managers should focus on online sales through MFOAs during the pandemic period since social distancing is a key strategy to manage COVID-19. Customers should be assured that the safety measures are undertaken while delivering the food. Originality/value –This study incorporated the expectation-confirmation theory and technology acceptance model and tested it in the context of MFOAs. Keywords E-satisfaction, Confirmation, Dining attitudes, Continuance intention, Mobile food ordering apps (MFOAs), Restaurants Paper type Research paper 1. Introduction Owing to the massive growth of information communication technology (ICT) and smartphones, smart technologies and mobile application (app) software have become an essential part of modern life (Baabdullah et al., 2019;Koiri et al., 2019;Tang, 2019;Shareef et al., 2012;Shah et al., 2020). The mobile apps have also shifted people’s lifestyles and society at large (Ray et al., 2019;Xu and Huang, 2019). Mobile food ordering apps (MFOAs) have been considered one of the most popular mobile apps in Bangladesh since its inception in 2013. For example, Pathao Foods has 7,000 registered Bangladeshi restaurants, while Sohoz Food has 6,000 restaurants, and Foodpanda has 6,500 restaurants until 2019 (Hasan, 2020). Bangladeshi restaurants have started to consider mobile commerce applications as new mechanisms to attract new customers and retain the existing customers in the intense competitive restaurants’sector, comprising more than 30,000 restaurants (Khan and Khan 2020). It is also possible to categorize the services provided by various MFOAs as providing orders, monitoring, payment, and tracking facilities. Still, they are not responsible for the actual preparation of foods (Pigatto et al., 2017). On the other end, customers can search for a restaurant, compare offers of alternative restaurants, purchase and provide reviews through mobile apps (Carlson et al., 2019;Thakur, 2014;Yang, et al. 2016, 2017). With the introduction of HungryNaki, an online food delivery service provider, different MFOAs were expanding in Bangladesh since 2013. In contrast, similar services in other parts of the world began around the 2000s. Bangladesh is a densely populated nation of 162 million people, with 1,251 people residing per square mile (UN, 2020). There are 165.34 million mobile phone subscribers, of which 94.24 million are Internet subscribers (BTRC, 2020). About 50% of the population is under 25 of age, mostly fascinated with fast food and restaurants. The MFOAs are becoming popular in Bangladesh because people’s lifestyles are changing with higher buying capability, increased busy hours, and enhanced dependence on technology, leading them to take readymade foods. The growing number of restaurants has also played a role in pushing the demand for online food service. All of these attributes have stimulated MFOA growth in Bangladesh. According to several industry insiders of Bangladesh, the total daily delivery was 25,000 orders per day in 2019 on average (Future Startup 2020). The overall current market size for food delivery is $10 million in 2019, and it could grow to over $5 billion by 2025 (Future Startup, 2020). The surge of online orders and delivery has been witnessed in this COVID-19 pandemic situation (Hospitality Insights, 2020). An online food delivery survey among 3,606 consumers in UK, Italy, Brazil, and South Korea reveals that COVID-19 has a positive impact on frequency and spending on online food delivery and the majority of new users (57%) are likely to use it again (Citi Velocity, 2020). In the pandemic period, people are likely to avoid social cohesion and gathering. G€ ossling et al. (2020) discuss the impact of COVID-19 on tourism, including the food and beverage sector. Social distancing will have to remain a key strategy to manage COVID-19 in many countries for several months; it can be expected that restaurants will face problems recovering, specifically as they usually have limited liquidity and small profit margins. Where restaurants are allowed to stay open for takeaway EJMBE 30,2 212 customers, this is an operational alternative that requires limited staff. Many smaller places, including caf es, may have decided to stay closed, as diminished customer flows do not make it possible to operate at a plus. The initial easing of social distancing is likely to advantage fast food over fine-dining restaurants. Further research on the impact of COVID-19 on mobile ordering apps will be useful as safe distancing could mean more consumers using mobile apps to order food delivery rather than visiting restaurants. Bangladesh has more than 204,525 infected cases as at July 19, 2020 (Worldometers 2020). This study aims to examine how usefulness, expectations’confirmation (EXPC), dinning attitude (D-ATT) and satisfaction (E-SAT) influence customers’continuance intention (CI) using MFOAs. This study focuses on customers’post-adoption behavior based on the expectation-confirmation theory (ECT) (Bhattacherjee, 2001). It was intended to explain users’CI after their initial adoption and use of a specific information system. In addition to the ECT model, customers’dining attitude is incorporated from the technology acceptance model (TAM) (Davis et al., 1989). The sustainability of the MFOAs depends on how much they serve their existing consumers’needs and expectations (Ray et al., 2019). Customers prefer using mobile apps in ordering foods because of their convenience and speed. Therefore, it is crucial to identify why customers use MFOAs by understanding relevant factors influencing customers’continued use intention. The previous studies primarily focused on the segmented view of MFOAs adoption and its impact on customers’CI to use (Alalwan, 2020;Okumus and Bilgihan, 2014;Cho et al., 2019;Izzati, 2020). Addressing this gap, this study develops and examines a holistic model by incorporating usefulness, confirmation, attitude, e-satisfaction and continuance intention to use MFOAs in the Bangladeshi context. Besides, the impact of confirmation on attitude, e-satisfaction, and continuance intention to use MFOAs is further investigated and is one of the unique contributions of this study. Researchers identified a variety of factors that affect the user’s selection and continuance intention to use MFOAs. However, few studies have attempted to employ dining attitudes in the context of MFOAs. Grounding on TAM (Davis et al., 1989), we further argue that user’s dining attitudes toward MFOAs plays a crucial role in explaining their satisfaction and continuance intention to use. There has been little research investigating usefulness, confirmation, attitudes, and satisfaction simultaneously in the context of MFOAs. More importantly, to the best of our knowledge, the ECT and TAM have not been employed combinedly to explain users’continuance intention in relation to MFOAs. Thus, this study intended to integrate ECT and TAM in the context of MFOAs. The present study focuses on the gap mentioned earlier by examining the factors that impact the use of MFOAs in Bangladesh. It is essential to understand the underlying variables behind the use of MFOAs for three main reasons. First, it is well known that the food industry is a rapidly growing sector with a revenue estimate of around US$137.6 billion by 2023 (Statista Report, 2018). Despite this vast potential, however, no prior study has investigated the impact of confirmation and usefulness on customers’attitudes, satisfaction, and intention to use MFOAs. We argue that understanding the impact of confirmation will provide new insight into the current literature of MFOAs. Second, this study will allow us to understand better consumers’perspectives in culturally diverse countries like Bangladesh. The previous study has articulated to conduct an empirical study in culturally diverse countries (Yeo et al., 2017) with a large sample. Most of the prior studies examined based on culturally similar countries and small samples (See-Kwong et al., 2017;Suhartanto et al., 2019; Yeo et al., 2017). Third, since the data were collected in the pandemic period from Bangladesh, this study will provide an understanding of the factors that influence customers’attitude, satisfaction, and continuance intention in an unusual situation that might intensify the usage. Due to customers’preferences to maintain social distancing in the pandemic situation, the service providers of MFOAs continue its delivery services with limited resources. Evaluating the customers’ dining attitudes 213 The next part of the paper discusses the theoretical development and research hypotheses. Then, the subsequent part covers the methodology, followed by the empirical results and discussion elaborating on the theoretical contributions and practical implications. Finally, the paper concludes with limitations and future research implications. 2. Literature review MFOA refers to the mobile-based system by which customers can order foods through mobile and appropriate application systems. While MFOAs systems have become common among the customers around the world, the academic interests in the study of MFOAs are still at its initial level (Okumus and Bilgihan, 2014;Alalwan, 2020). Recent studies have shown a keen interest in exploring the adoption of MFOAs among consumers. For example, Pigatto et al. (2017) conducted a qualitative study that sought to discover critical aspects that promoted MFOAs adoption of Brazilian, which signifies the usability, content, and functionality in the usage of MFOAs. Prior research on MFOAs examined the numerous drivers of the user acceptability of MFOAs grounding on several theoretical foundations. The most prominent theory in the field of MFOAs acceptance is the TAM. Okumus and Bilgihan (2014) found that perceived usefulness, perceived enjoyment, social norms, ease of use and self-efficacy are the main predictors of a consumer’s willingness to use MFOAs. Okumus et al. (2018) examined consumers’willingness to use mobile diet apps based on the Unified Theory of Acceptance and Use of Technology (UTAUT). They found that effort expectancy, social influence, and performance expectancy are important predictors of consumers’willingness to use. Moreover, Yeo et al. (2017) examined the Contingency Framework and Extended Model of IT Continuance. They found the support of the structural relationships of convenience motivation, post-usage usefulness, hedonic motivation, price saving orientation, time-saving orientation, prior online purchase experience, consumer attitude and behavioral intention towards online food delivery services. Moreover, several researchers have considered consumers’attitudes as an essential variable toward MFOAs. In China, Cho et al. (2019) identified that consumers’attitudes and perceived value toward food delivery apps were significantly influenced by the level of trust, product verity, and design, and the customer perceptions of differences on these apps were observed between single-person and multi-person families. Alagoz and Hekimoglu (2012) have focused that factors like innovativeness, trust, and usefulness shaped consumers’ attitudes towards online food delivery. Several researchers have focused on the outcomes of using MFOAs satisfaction, namely, customer conversion and customer experience. Wang et al. (2019) have proposed a model based on the IS success model predicting the critical outcomes of consumers’usage of mobile catering applications. They have found that when consumers perceive adequate quality in terms of services, system, product, and information, they create positive value towards mobile catering apps. Moreover, in Southern Taiwan Spyridou (2017) found perceived service quality is considered as one of the important determinants to predict CI (customer revisiting intention). Additionally, Kapoor and Vij (2018) found relevant evidence concerning the impact of mobile app features, including information design, visual design, collaboration design, and navigational design on the level of consumer conversion. For understanding the impact of customers’perception of the usefulness and confirmation on consumer’s attitude, satisfaction, and continued intention to use, further research is needed to explore the key aspects that may impede or support effective implementation of MFOAs in South Asian context, Bangladesh. EJMBE 30,2 214 3. Conceptual framework Over the last few decades, one of the most important research subjects is identifying the underlying factors that impact the continued usage of information systems (IS). Previous studies confirmed the variables, such as expectation, confirmation and satisfaction (e.g. Bhattacherjee, 2001 and Qazi et al., 2017), perceived usefulness and ease of use (e.g. Karahanna et al., 1999), and habit (e.g. Alalwan, 2020), have all been examined to better predict users’continued information system use in various contexts. Drawing on the expectation-confirmation theory (ECT) (Oliver, 1980), Bhattacherjee (2001) introduced a theoretical model demonstrating the continuance of the information system. The theory emphasizes the impact of the user’s expectation, and subsequent acceptance of the use of an IS on their satisfaction, and perceived usefulness, which ultimately influences IS continuance intention. Different IS literature adopted and expanded the ECT model, including several variables such as perceived playfulness (Lin et al., 2005), habit (Limayem and Cheung, 2008) and resource quality (Joo and Choi, 2016). Despite the ECT’s benefits as a research model, it has not been widely adopted in the MFOAs system context yet. This study integrated TAM and ECT model in the context of MFOAs. 3.1 Customer expectation’s confirmation and dinning attitudes Confirmation refers to the users’perception of the expected benefits of MFOAs’use and its actual performance (Bhattacherjee, 2001). Bhattacherjee (2001) claimed that confirmation positively affects perceived satisfaction, as it implies the realization of the expected benefits of information system use. Bhattacherjee (2001) suggested that confirmation had a positive effect on perceived satisfaction, as it indicated the anticipated value of information system utilization. EXPC is the beliefs of customers regarding how they judge or evaluate a product, service, or technology artifact in comparison to their expectations (Oliver, 1977 and Kim, 2010). According to Oliver (1988) is “the summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with a consumer’s prior feelings about the consumer experience.”Attitudes refer to the customers’overall reaction about performing a specific behavior in terms of particular device and technology usage (Ajzen, 1991). When the actual outcome of MFOAs exceeds customer expectations, customers are more likely to be satisfied and use those apps (Trivedi et al., 2018). Most of the time, customer perceptions are shaped by the customers’past experiences and determined their intention about the continuous use of MFAOs (Shaw, 2016). The number of times customers remain satisfied with the apps that the number of times customer trends to use them (Mundy, 2018). Customers’confirmations may positively affect the dinning of their attitudes to using MFOAs when the technology’s evaluations match their specific expectations. Contrary to ntime, the customers are more dependent on the MFOAs in the COVID-19 pandemic period when the maintenance of social distancing has become or as an essential part of everyone’s life due to confined situations. Customers’confirmation of their preferred service might be more favorable towards MOFAs in the pandemic period. Therefore, MOFAs can be alternative media to maintain safe distancing (adapting to a new normal situation) to customers to order food rather than visiting the restaurant physically. To the best of our knowledge, no research was found to determine the relationship between confirmation and attitudes. Thus, to measure the impact of EXPC on D-ATT to use MFOAs in an emerging economy and culturally diverse country like Bangladesh MFOAs increasingly due to any confirmed situations has become necessary. Hence, we posit the following hypothesis: H1. Customers’Confirmation has a positive relationship with dining attitudes. Evaluating the customers’ dining attitudes 215 3.2 Perceived usefulness and dining attitudes PU is defined as “the degree to which a person believes that using a particular system would enhance his or her performance”(Davis, 1989). Following TAM (Davis, 1989), one of the most significant predictors of customers’attitudes to adopt new technology is PU. When customers believe that technological applications are useful and easy to use, they show positive attitudes toward using MFOAs (Kang and Namkung 2019). Moreover, Nguyen et al. (2019) demonstrated that the more customers think that MFOAs is useful, the more they build positive attitudes toward MFOAs. It is because FDA service providers may covey the apps’ usefulness to educate customers and connect restaurants by providing useful features such as nutrition details, map directions, direct telephone calls, online coupons, and notifications. In addition, TRA model suggested that perceived usefulness significantly affects consumer’s attitude. For example, in the context of online food delivery systems, PU was found as an antecedent of customers’attitudes and behavioral intention use (Alagoz and Hekimoglu, 2012). Although few studies confirmed the relationship between PU and D-ATT in ordering food, such as online food purchasing (Nguyen et al., 2019), online food ordering system (Alagoz and Hekimoglu, 2012), this study emphasizes the influence of PU on D-ATT in the pandemic period in the context of Bangladesh. Hence, we predict the following hypothesis: H2. Perceived usefulness has a positive influence on dining attitudes. 3.3 Dinning attitude and e-satisfaction E-satisfaction refers to the customer’s contentment concerning other or her prior purchasing experience with a given electronic commerce firm (Alalwan 2020). Anderson and Srinivasan (2003, p. 125) define E-SAT “as the contentment of the customer concerning his or her prior purchasing experience with a given electronic commerce firm.”Customer attitude is one of the elements to measure satisfaction as dining attitudes determine the customers through technology adoption (e.g. MFOAs). When customers’dining attitudes toward MFOAs are positive, they become more satisfied using MFOAs. More specifically, the positive attitudes towards MFOAs influence customers to be more satisfied with the service of MFOAs. Due to the social distancing and limited interaction with the service people are maintained in service transactions, customers may grow favorable attitudes and prefer MFOAs. Previous research paid less attention to investigate the relationship between dining attitudes and e-satisfaction of MFOAs. This study argues that customers’positive attitude toward MFOAs directly influences their e-satisfaction. Therefore, we posit the following hypothesis: H3. Dining attitudes have a positive impact on e-satisfaction using MFOAs. 3.4 Customer e-satisfaction and continuance intention Continuance intention means “to repurchase a product or continue service use” (Bhattacherjee, 2001, p. 353). If the service of MFOAs confirms customers’expectations, the customers are more likely to be delighted about their prior purchasing experiences and repeatedly order foods through MFOAs. Moreover, it can be constructed that E-SAT creates a unique position in the mind of a customer through positive perceptions regarding the value of a technology artifact. E-SAT has a causal effect on the intention to consistently use a particular IS (Bhattacherjee, 2001;Joo and Choi, 2016;Tran et al., 2019 and Lee et al. (2019). Few are known about how customers’e-satisfaction influences their continuance intention to use MFOAs. Recently, Alalwan (2020) found that e-satisfaction is positively related to customers’continuance intention to use MFOAs in Jordan. This study focused on the customers’e-satisfaction and continuance intention to use MFOAs in the pandemic period when customers are more likely to be cautious about maintaining the safety of their food and health. Thus, we propose the following hypothesis: EJMBE 30,2 216 H4. Customers’e-satisfaction has a positive impact on continuance intention to use MFOAs. Figure 1 depicts the conceptual framework of the present study. 4. Methodology 4.1 Research design The data were collected from the users of MFOAs of Bangladesh. In Bangladesh, MFOAs has become an integral part of urban users, mostly resided in large cities. The survey was conducted during the COVID-19 pandemic situation in Bangladesh. Due to the COVID-19 pandemic situation, the restaurants were allowed to keep operation and provide home delivery. While the social distance, home confinement or home quarantine was normed among the people, customers were likely to use MFOAs, and eventually, the service of MFOAs had been boosted. MFOA service providers had to maintain appropriate hygiene for safe food handling and delivery. The data has been collected during March and April 2020. The MFOAs operators mostly provide their services in big cities in Bangladesh. HungryNaki, Uber Eats, Pathao Food, Food Panda and Sohoj Foods are the primary MFOAs services that operate within Dhaka city. A convenience sampling approach was taken in this study. The respondents reside in Dhaka city, the capital of Bangladesh, with 20 million people. As per Khan and Khan (2020), over 10,000 restaurants are operating in only Dhaka, and 60% of them are connected to at least one MFOAs. For the convenience of research, the respondents were chosen from the five major parts of Dhaka city, including Kalabagan, Gulshan, Banani, Puran Dhaka and Uttara. The respondents had at least one MFOA service experience and ordered through smartphones or computers from one of the MFOA services. 4.2 Measurement items To ensure content validity, the survey instruments were reviewed by two faculty members from the first author’s university, who have extensive experience in survey measurements. Based on their feedback, some of the wording of the items was modified. Twenty-five MFOA users were asked before the survey was released. Some minor wording has been modified from the pre-test. We used a five-point Likert scale from 1 (strongly disagree) to 5 (strongly agreed) to measure the items for the latent constructs. All items have been derived from existing researches. The study items were provided in Table A1. The questionnaire covered five identified constructs and demographic information. Items for Expectation Confirmation (EXPC) were adapted from Bhattacherjee (2001);Joo and Choi (2016) and Kim (2010). E-satisfaction (E-SAT) was validated using scale items extracted from Alalwan (2020), and Anderson and Sullivan (1993), Dining attitudes (D-ATT) were tested from items suggested by Cho et al. (2019). Perceived usefulness (PU) was tested with the items adapted from Okumus and Bilgihan (2014) and Davis et al. (1989)The items to measure continuous intention (CI) were extracted from Alalwan (2020),Faraoni et al. (2019) and Lee et al. (2019). H1 H3 H4 H2 Perceived Usefulness (PU) E-Satisfaction (E-SAT) Continuance Intention (CI) of MFOAs Dinning Attitude (D-ATT) Expectation’s Confirmation (EXPC) Figure 1. Conceptual framework Evaluating the customers’ dining attitudes 217 4.3 Data collection A questionnaire with demographic and measurement items was developed for this study. All the items in the questionnaire were initially been in English. The questionnaire was translated into Bengali using the back-translation process (Brislin, 1976). The respondents were sent the questionnaire via face-to-face and emails following the convenience sampling that is used by previous studies in food delivery (e.g. Cho et al., 2019). We sent a mail that includes a questionnaire and a cover letter to ensure the convenience of giving responses. An email to each respondent had been sent after two weeks from the prior email date with a request to fill up the questionnaire and send back the filled questionnaire document. Another two weeks had been given as a final try to the respondent who has failed to respond earlier. After two weeks, a final request had been delivered for the remaining respondents who did not respond to the survey. A total of 580 questionnaires were sent to the respondents. Among them, 277 responses were received. After discarding the incomplete responses, 250 respondents (43.10% response rate) were taken for data analysis. Among them, 137 (56%) were men, and 113 (44%) were women. In terms of age, 109 respondents are below 24 years old, 61 respondents were between 25 and 40 ages, and 50 respondents were between 40 and 55 ages. Almost 10 respondents had a secondary level, 40 respondents had a higher secondary level, and 150 respondents had the university level of education. 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Al Amin can be contacted at: [email protected] For instructions on how to order reprints of this article, please visit our website: www.emeraldgrouppublishing.com/licensing/reprints.htm Or contact us for further details: [email protected] Constructs and source Measurement items Expectations’Confirmation (EXPC) EXP1: My experience with using MFOA was better than what I expected Bhattacherjee (2001) EXP2: The service level provided by MFOA was better than what I expected Joo and Choi (2016) EXP3: Overall, most of my expectations from using MFOA were confirmed Kim (2009) EXP4: The expectations that I have regarding MFOAs were correct Perceived Usefulness (PU) PU1: MFOA can be useful in managing my food orders Okumus and Bilgihan (2014),Davis et al. (1989) PU2: The app can be beneficial to me PU3: The app can be valuable to my diet Dining Attitudes (D-ATT) D-ATT1: Using the MFOA is useful Cho et al. (2019) D-ATT2: I am strongly in favor of ordering food through MFOA E-Satisfaction (E-SAT) E-SAT1: I am generally pleased with MFOA Alalwan (2020),Anderson and Srinivasan (2003) E-SAT 2: My choice to purchase from MFOA was a wise one Continuance Intention (CI) CI1: I intend to continue using MFOA rather than discontinue its use Alalwan (2020) CI2: If I have an opportunity, I will order food through MFOA Faraoni et al. (2019) Lee et al. (2019) Table A1. Measurement items Evaluating the customers’ dining attitudes 229