The role of consumption values to intention to use food delivery apps in Malaysia: the moderating role of technology anxiety

Purpose The purpose of this study is to examine the impact of consumption values on consumers’ perceived ease of use and perceived usefulness of food delivery apps which motivates their intention to use food delivery apps. Furthermore, the present study also tested the role of technology anxiety as a moderator. Design/methodology/approach A quantitative method research approach was employed in this study. A total of 202 completed responses were received through the distribution of questionnaires based on the convenience sampling technique. Data were analysed using the structural equation modelling technique. Findings The result shows that consumption value constructs, affordances value and visibility value positively impact perceived usefulness (PU) and perceived ease of use (PEU), respectively. Furthermore, perceived usefulness and ease of use positively affect attitudes towards food delivery services. Attitude towards food delivery apps was also shown to affect the intention to use significantly. Besides that, technology anxiety was deemed insignificant regarding the moderation of the relationship between attitude and intention to use. Practical implications The results of this study offer aid marketers to understand consumption values that drive consumers’ intentions to adopt food delivery apps as their main tools to purchase food and beverages. The current study adds to the knowledge base and skill set of those working in the shared economy, as well as those who run restaurants to use food delivery apps as their marketing strategy. Originality/value The results offer an expanded framework and serve as a guideline to further understand the impact of key consumption values which drive consumers to perceive food delivery apps as useful and easy to use, attitudes regarding food delivery apps and intentions to use food delivery applications.