Exploring the drivers of continuance and recommendation intentions in online food delivery services: a technology continuance theory perspective

Purpose This study remains focused on the evaluation of perceived value, satisfaction, attitude, trust, and habit as determinants impacting consumers' intention to continue using and advocating for online food delivery services. Thus, illuminating these constructs within Technology Continuance Theory (TCT). The intent is to analyze the competition and technological advancement engagement advocacy landscape in relation to the aforementioned factors in question. Design/methodology/approach A quantitative cross-sectional design was implemented for this study, along with a purposive sampling method from 420 users who were considered seasoned over a significant period of time with the use of online food delivery applications. All hypothesized relationships, alongside moderating effects, were tested using PLS-Structural Equation Modeling (PLS-SEM). Findings The results suggest that perceived value increases satisfaction, which positively influences attitudes and continuance intentions. Trust also acts as a moderator between continuance intention and recommendation intention by enhancing advocacy at higher levels of trust. Stronger positive attitudes propel improved continuance intentions, while trust bolsters the relationship between continuance and recommendation intentions, reinforcing advocacy when trust is high. Contrarily, this model demonstrates no moderation from habit, which implies that promotional efforts are not triggered by habitual usage. Originality/value This study deepens the body of knowledge by applying TCT to online food ordering systems and focusing on the trust and habit formation dynamics of referring users to the service. As noted in the practical implications, trust must be earned alongside a sustained delivery of value for brands to transform their loyal consumers into advocates.