Smart Mobility in a Secondary City: Insights from Food Delivery App Adoption Among Thai University Students

Abstract

Food delivery apps (FDAs) have emerged as transformative tools in the digital age, reshaping consumer behavior and urban mobility through their convenience and accessibility. This study explores the factors influencing the adoption of FDAs among university students in a secondary city in Thailand, framed within the broader context of smart mobility. This study employs an extended Unified Theory of Acceptance and Use of Technology (UTAUT) framework, incorporating key constructs including performance expectancy, effort expectancy, social influence, facilitating conditions, and environmental concerns. Data were collected from 396 students at Mahasarakham University through a structured questionnaire and analyzed using structural equation modeling. The results reveal that effort expectancy, social influence, and environmental concerns significantly impact behavioral intention, while behavioral intention and facilitating conditions drive actual usage behavior. Environmental concerns emerged as a critical determinant, reflecting the growing alignment between consumer preferences and sustainability goals. The findings underscore the role of FDAs as key enablers of smart mobility, optimizing urban logistics, reducing transportation inefficiencies, and supporting sustainable city systems. By integrating environmental concerns into the UTAUT model, this study contributes to understanding technology adoption dynamics in secondary cities. Practical implications include promoting eco-friendly practices, enhancing digital infrastructure, and leveraging FDAs to foster sustainable and inclusive mobility ecosystems.