The Effects of Online Lifestyle on Continuance Intention in Online Food Delivery Services as Mediated by Perceived Value

Online food delivery services (OFDS) have revolutionized the way people experience and enjoy their meals. This study aims to explore the relationship between online lifestyle and the intention to continue using OFDS. Additionally, it examines the role of perceived value as a mediator between online lifestyle and continuance intention. This study found that an online lifestyle improves the perception of value in OFDS, hence supporting continuance intention. The significant mediating role of perceived value implies that the value customers place on the service is an important factor that connects their digital habits to loyalty and repeat purchase behavior. These findings underscore the needs for OFDS to focus on providing outstanding value in order to take advantage of their customers' digital habits. The implications are significant for practitioners in OFDS industries to guide them in designing long-term relationships with their target audience, enhancing customer retention and loyalty.