What drives consumers to continually use food delivery apps? The moderating role of coupon proneness

Purpose The purpose of this study is to understand the consumer’s continued intention of using food delivery apps (FDAs) by examining the value derived from benefits and challenges concerning their usage. Further, the study tested coupon proneness as a moderator to explain the relationship between perceived value and continued intention. Design/methodology/approach A cross-sectional survey was conducted with 240 FDA users, adapting a questionnaire from previous studies and measuring responses on a five-point Likert scale. The data was analyzed using structural equation modelling through AMOS to test the proposed framework. Findings The findings of the study demonstrate that the benefits of using FDAs positively influence the perceived value, whereas the challenges of using FDAs negatively influence the perceived value of the customer while using the app. Also, coupon proneness significantly moderates the relationship between perceived value and continued intention to use the app. Originality/value The present study modified the value-based adoption model by including three more benefits and one challenge concerning the usage of FDAs, and it also included coupon proneness as a moderator in the relationship between perceived value and continued intention to use the FDA.