Factors Impacting Consumers’ Continuance Intention for Online Food Delivery Services in Turkey

Abstract

The aim of this study is to explore the factors that affect the consumers’ continuance intentions for online food delivery (OFD) services in Turkey. In order to do this, the research uses the perceived benefit and perceived risk factors along with bandwagon effects which are online reviews, ratings, and tracking, employing structural equation modeling (SEM) through the AMOS 25 software. Data were collected via an online survey of 568 respondents who have utilized OFD services. The structural model analysis revealed that convenience, trust, design, and price among the perceived benefits of OFD services significantly affect continuance intention, while product variety does not have a significant impact. Regarding perceived risk factors, product risk and time risk negatively influence the intention to continue using these services, whereas financial risk shows no significant effect. Finally, within the elements contributing to the bandwagon effect, online reviews and tracking systems positively and significantly impact consumers’ intention to continue using OFD, while online ratings do not demonstrate any significant effect. The results of this study can serve as a reference for OFD service providers to enhance their offerings and contribute to the existing literature on consumer behavior in relation to OFD services, while also laying the groundwork for future research.