Fear of Coronavirus on Continuance Intention to Use Food delivery Apps

Abstract

The objective of this research is to explore the determinants impacting the Indian consumers’ continuance intention (CI) to use food delivery apps (FDA) during the COVID-19 pandemic. The study develops a conceptual framework which integrates technology acceptance model (TAM) and expectation confirmation model (ECM), with fear of coronavirus (FOC) and health anxiety (HA). The survey responses of 598 FDA users during the COVID-19 pandemic period in India were examined using PLS-SEM approach. The findings reveal that FOC is the most significant determinant, and HA, satisfaction (SAT), perceived usefulness (PU), perceived ease of use (PEOU), and confirmation (CON) have significant impact (directly/indirectly) on users’ CI to use FDAs at the time of coronavirus pandemic. The new normal, which includes social distancing, self-protection, etc., has created new buying habits. The policymakers, start-ups, etc. can gain considerable insights from this research.