Understanding Consumers' Acceptance Intention to Use Mobile Food Delivery Applications through an Extended Technology Acceptance Model

The rapid growth of the domestic food delivery market has led to intense market competition as the use of delivery applications has grown quickly. This study explored the variables of personal innovativeness, trust, perceived ease of use, perceived usefulness, and intention to use such applications by testing the extended technology acceptance model (ETAM). By using Google Forms, data were collected from 10 May 2022 for a period of two weeks from Koreans who have experience using mobile food delivery applications. A total of 296 responses were used to test the hypotheses. The findings revealed that personal innovativeness had a positive effect on perceived ease of use. Trust was found to positively affect perceived usefulness and perceived ease of use. The variables perceived ease of use and perceived usefulness significantly influenced intention to use food delivery applications. This current research study provides practical implications by suggesting that ease of use with food delivery applications deserves further consideration. It was shown to be a key factor in increasing the intention to use such applications and can help to influence the creation of strategies to enhance continuous usage.