FACTORS AFFECTING CONSUMER CONTINUANCE INTENTION DURING ENDEMIC: THE PERSPECTIVE OF ONLINE FOOD DELIVERY SERVICE

Abstract

Abstract: Despite resolving health concerns after the COVID-19 pandemic, consumers continue to use online food delivery (OFD) services at high rates, raising questions about the underlying drivers of this behaviour. Previous research has focused primarily on pandemic-related consumer shifts, leaving a gap in understanding post-pandemic trends. This study investigates the relationship between factors affecting consumers' continuance intention to use online food delivery services in Malaysia. To achieve this, a quantitative research design was employed. Specifically, a questionnaire was distributed to 462 Malaysian respondents with these services (purposive sample). The data was analysed by using SPSS (Descriptive, Multiple regression, and Pearson correlation. A significant result less than 0.05 in the F-test indicates that the independent factors have a combined effect on the dependent variables. Based on the Multiple regression analysis, Perceived Usefulness, Perceived Ease of Use, and Price-saving Benefits were significant factors affecting customer continuance intention (CCI) using online food delivery (OFD) service post the COVID-19 Pandemic in Malaysia. The model produced a coefficient of 0.809 and an R2 value of 0.655, suggesting that approximately 65.5% of the variance in the dependent variable is explained by the predictors. The adjusted R2 value of 0.649 accounts for the number of predictors in the model, confirming a strong fit. The study results highlight that the online food delivery supplier should more likely to give thorough consideration to upgrading the website or application to attract new customers and receive repeat orders non-stop. Keywords: Continuance Intention; Perceived Usefulness; Perceived Ease Of Use; Price-Saving Benefits; Online Food Delivery