Customers’ perceived value influenced their decision to utilize mobile food delivery applications in Thailand

Purpose The growth of internet penetration and mobile usage impacts consumer behavior, and the emergence of numerous mobile food delivery applications (MFDAs). Due to its highly competitive environment, it is significant that the MFDA providers must critically improve and increase the quality of MFDAs to meet customers’ expectations and cater to customer preferences. This study examined the relationship between perceived value, usefulness, and intention to use the MFDAs. Design/methodology/approach Using a structural equation model (SEM) to test the hypotheses, 248 valid respondents were included in this study. Findings The usefulness and visibility of the mobile food delivery applications positively affected the intention to use them. Furthermore, usefulness also mediated the influence of perceived value, including price, health, prestige, affordance, and visibility on intention to use. Practical implications Mobile food delivery application providers should adopt a user-centric strategy, enhancing the user experience by prioritizing visibility values and tailoring features to specific user segments to drive adoption and sustained usage. Originality/value Applying the Consumption Value Theory, this study contributes to the emergent consumer behavior in MFDAs by examining the multidimensional aspects of perceived value, including price, health consciousness, prestige, affordances, and visibility values impacting MFDA users.