Online food delivery services and unceasing behavioural intention: An assessment for integrating expectation-confirmation and technology acceptance models

Kamshat Mussina; Olga Podsukhina; Kenzhegul Omarova; Sabira Rustemova; Aigerim Shaimova; Saltanat Tleuberdiyeva

doi:10.15549/jeecar.v11i4.1449

Authors

Kamshat Mussina L.N.Gumilyov Eurasian National University https://orcid.org/0000-0002-6772-6338
Olga Podsukhina L.N. Gumilyov Eurasian National University https://orcid.org/0009-0000-6438-3440
Kenzhegul Omarova L.N.Gumilyov Eurasian National University
Sabira Rustemova L.N. Gumilyov Eurasian National University https://orcid.org/0000-0003-1004-2135
Aigerim Shaimova M. Narikbayev KAZGUU University https://orcid.org/0009-0006-2622-3976
Saltanat Tleuberdiyeva L.N. Gumilyov Eurasian National University https://orcid.org/0000-0001-7841-2572

DOI:

https://doi.org/10.15549/jeecar.v11i4.1449

Keywords:

online food delivery services, continuous intention, consumer behaviour, expectation-confirmation model, technology acceptance model

Abstract

The coronavirus disease (COVID-19) quarantine restrictions led to significant changes in the food industry's delivery methods, with a notable rise in online food delivery services (OFDS). This increase necessitates a deeper understanding of the factors influencing the continued use of these services. This study investigates the relationships between perceived ease of use, perceived usefulness, satisfaction, confidence, trust, and continuous intention to use OFDS applications among young consumers in Kazakhstan. An integrated model based on expectation-confirmation and technology acceptance models, incorporating the habit of online shopping as a moderator, was used. Data was collected from 433 respondents with prior OFDS experience and analyzed using Smart PLS 4.0. The results show positive correlations between perceived ease of use, perceived usefulness, satisfaction, confidence, trust, and the continuous intention to use OFDS among young Kazakhstani consumers. Additionally, the study confirms the moderating role of online shopping habits in the relationship between satisfaction and trust and the continuous intention to use OFDS. These findings offer valuable insights for companies in the online food delivery sector, highlighting key factors that can enhance managerial and IT strategies to boost revenues and foster sustained use of OFDS applications.

Author Biographies

Kamshat Mussina, L.N.Gumilyov Eurasian National University

Kamshat Mussina is a Ph.D. and Associate Professor at L.N.Gumilyov Eurasian National University. She teaches Management and Marketing-related subjects in the context of tourism development mostly for master's and PhD students. She is a holder of various grants including a grant from the Government of India, and twice Erasmus + scholarship holder as part of the academic mobility for teachers. For her academic and scientific achievements received "The best university teacher of the 2019" award. Kamshat Mussina is a holder of the international Bolashak Scholarship program, within the framework of which she completed a one-year academic visit to the USA.

Olga Podsukhina, L.N. Gumilyov Eurasian National University

Podsukhina Olga Vladimirovna is a senior lecturer of the Tourism department at L.N. Gumilyov Eurasian National University, Master of Science in Tourism. Research interests: development of tourist destinations, excursion activities as part of the tourism product, and hospitality industry development.

Kenzhegul Omarova, L.N.Gumilyov Eurasian National University

Kenzhegul Omarova is a senior lecturer of the Tourism department at L.N. Gumilyov Eurasian National University, Master of Science. Research interests: international tourism destinations, hospitality industry development in Kazakhstan.

Sabira Rustemova, L.N. Gumilyov Eurasian National University

Rustemova Sabira Muratovna - Senior Lecturer of the Tourism Department at L.N. Gumilyov Eurasian National University, Master of Science. Research interests include tourism and hospitality industry development in Kazakhstan and Central Asia.

Aigerim Shaimova, M. Narikbayev KAZGUU University

Aigerim Shaimova is a Senior Lecturer at M. Narikbayev KAZGUU University. She holds a MS in Tourism and Travel Management, New York University. Research interests are tourism industry development, tour operating, marketing and management.

Saltanat Tleuberdiyeva, L.N. Gumilyov Eurasian National University

Saltanat S. Tleuberdiyeva is a PhD in Economic Sciences. The topic of the dissertation: "Distribution and regulation of income of the population in the Republic of Kazakhstan". Scientific interest – income of the population, distribution, regulation, and differentiation of income of the population. She is an Acting Associate Professor of the Management Department of the Faculty of Economics at the L.N. Gumilyov Eurasian National University.

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