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Understanding Predictors of Continued Usage Intention Toward Online
Food Delivery Services Among Malaysian University Students:
A Technology Acceptance Model Perspective
Saiful Nizam Warris1, Dahlan Abdullah2,3,4,5*, Anderson Ngelambong2, Saidatul Syafiqah Athirah
Ahmadrunizam2, and Nor Fatin Aimi Sohaimi2
1Department of Computer and Mathematical Sciences, Universiti Teknologi MARA, Cawangan Pulau
Pinang, 13500 Permatang Pauh, Penang, Malaysia
2Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Cawangan Pulau Pinang,
13500 Permatang Pauh, Penang, Malaysia
3Business Technology Section, Universiti Kuala Lumpur Malaysian Spanish Institute, Kulim Hi-Tech
Park, 09000 Kulim, Kedah, Malaysia
4Open University Malaysia, Seberang Jaya Learning Centre, 13700 Seberang Jaya, Pulau Pinang,
Malaysia
5Faculty of Hospitality and Tourism Management, UCSI University, 56000 Kuala Lumpur, Malaysia
*Corresponding author
DOI: https://dx.doi.org/10.51244/IJRSI.2025.1210000074
Received: 02 October 2025; Accepted: 08 October 2025; Published: 04 November 2025
ABSTRACT
This study investigates the predictors influencing continued usage intention of Online Food Delivery Services
(OFDS) among Malaysian university students. Grounded in the Technology Acceptance Model (TAM), the
research explores the effects of perceived usefulness (PU), perceived ease of use (PEOU), variety of food choices
(VFC), and electronic word of mouth (e-WOM) on behavioral intentions. Data were collected from 150 students
through an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The results reveal that PU, PEOU, and e-WOM significantly influence continued usage intention, whereas VFC
does not show a statistically significant impact. These findings offer theoretical and practical implications for
service providers aiming to retain younger digital consumers in a competitive food delivery market. The study
highlights the importance of system usability and social influence in fostering long-term engagement with OFDS
platforms.
Keywords: Online food delivery, Technology Acceptance Model, Continued usage intention, University
students, Malaysia, e-WOM, Perceived usefulness
INTRODUCTION
Online Food Delivery Services (OFDS) have transformed the food consumption landscape globally, particularly
in the aftermath of the COVID-19 pandemic, which significantly altered consumer habits. In Malaysia, the
proliferation of mobile-based OFDS platforms such as GrabFood, Foodpanda, and ShopeeFood has reshaped
how consumers, especially digital-native youth, access food in urban and semi-urban areas. Malaysia’s OFDS
market is forecasted to reach USD 719.15 million in 2025 and expected to grow to US$996.11 million by 2030
(Statista, 2025). While considerable academic attention has been paid to the adoption of OFDS in developed
markets, studies in developing countries like Malaysia remain limited, particularly regarding continued usage
*Corresponding author email: dahla707@uitm.edu.my
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rather than initial adoption. The Technology Acceptance Model (TAM), proposed by Davis (1989), has been
extensively used to explain technology adoption behavior through two key constructs: perceived usefulness (PU)
and perceived ease of use (PEOU) (Abdullah et al., 2017, 2018; Bahari et al., 2018; Marzuki et al., 2016).
Numerous studies have confirmed the relevance of TAM in understanding initial OFDS adoption (Troise et al.,
2021; Waris et al., 2022), yet relatively few have examined whether these constructs adequately predict users’
intention to continue using such services over time. Continued usage intention is critical for ensuring customer
retention and long-term platform viability in an increasingly competitive market.
Moreover, behavioral intention in digital platforms may also be shaped by factors beyond perceived efficiency
or usability. In particular, the availability of diverse food options and peer-driven influence mechanisms such as
electronic word of mouth (e-WOM) are gaining attention in contemporary research. Variety in food offerings
caters to diverse consumer preferences and cultural expectations, which is particularly important in multicultural
societies like Malaysia (Wang & Scrimgeour, 2022). At the same time, e-WOM such as online reviews, ratings,
and social media recommendations serve as social proof that can reinforce user trust and influence digital
consumption behaviors, particularly among youth (Alghamdi et al., 2023). Although both constructs have been
recognized as potentially significant in OFDS contexts, their influence on continued usage intention has not been
systematically tested within the TAM framework in Malaysia.
This study addresses these gaps by investigating the predictors of continued usage intention of OFDS among
Malaysian university students. Specifically, it examines the influence of perceived usefulness, perceived ease of
use, variety of food choices, and electronic word of mouth. By extending the TAM with two relevant constructs,
VFC and e-WOM, this study aims to provide a more comprehensive understanding of the factors that drive
sustained engagement with OFDS platforms in a Malaysian context. The findings of this study offer theoretical
contributions by validating and extending TAM in the domain of OFDS and provide practical implications for
platform developers, marketers, and policymakers seeking to enhance user retention among younger consumers
in the digital economy.
LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
The Technology Acceptance Model (TAM), introduced by Davis (1989), is one of the most widely utilized
frameworks for understanding user acceptance of new technologies. The model posits that two key beliefs,
perceived usefulness (PU) and perceived ease of use (PEOU). PU and PEOU predict an individual’s behavioral
intention to adopt and continue using a technology. PU refers to the degree to which a person believes that using
a system will enhance their task performance, while PEOU relates to the extent to which the user perceives the
system as effortless and user-friendly. Over the years, TAM has been successfully applied across various
domains, including mobile hotel booking, e-commerce, e-learning, modular construction, drone, and online food
delivery platforms (Mohamad et al., 2021; Nonis, 2022; Shin et al., 2022; Waris et al., 2022). However, despite
its robustness, the original TAM does not account for social or experiential variables that may be critical in
consumer-oriented digital services such as OFDS.
In the context of online food delivery, perceived usefulness has been shown to significantly influence consumer
behavior. Users tend to repeatedly use OFDS platforms if they believe that these platforms provide practical
benefits such as time savings, convenience, and enhanced efficiency in acquiring meals (Hong et al., 2021; Troise
et al., 2021). For instance, Troise et al. (2021) found that users in Italy continued using OFDS during the COVID-
19 pandemic primarily because they perceived these services as essential and effective tools for maintaining
food access. Similarly, studies in other developing markets such as Pakistan and Indonesia confirm that PU
significantly affects users’ intention to reuse food delivery apps (Ali et al., 2021; Suhartanto et al., 2019). Thus,
the following hypothesis is proposed:
H1: Perceived usefulness has a positive influence on continued usage intention toward online food delivery
services.
Perceived ease of use is another critical determinant within the TAM framework. A system that is intuitive, easy
to navigate, and efficient reduces cognitive effort, thereby increasing the likelihood of repeated usage. In the
OFDS context, ease of placing orders, customizing food options, and completing secure payments are all aspects
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that contribute to positive user experiences (Francioni et al., 2022; Jun et al., 2022). Hong et al. (2021)
emphasized that when users found OFDS platforms easy to use, their intention to continue using the service
significantly increased. Francioni et al. (2022) further demonstrated that PEOU had a stronger influence on
continued usage among female users, highlighting its potential demographic implications. Given these findings,
the second hypothesis is proposed:
H2: Perceived ease of use has a positive influence on continued usage intention toward online food delivery
services.
While TAM focuses on technology-related perceptions, modern digital consumers are also influenced by variety
and personalization in service offerings. Variety of food choices refers to the availability of diverse cuisines,
dietary options, and vendors that can cater to the heterogeneous preferences of users. Previous research indicates
that food variety contributes to user satisfaction and enhances the perceived value of OFDS platforms (Bao &
Zhu, 2022; Wang & Scrimgeour, 2022). Consumers are more likely to continue using platforms that offer a wide
array of options, especially when these options align with cultural or dietary preferences (Wang et al., 2020).
However, the direct influence of food variety on continued usage intention remains underexplored. Some
researchers argue that variety may enhance satisfaction and retention indirectly, while others suggest it could be
a decisive factor in platform stickiness. This study empirically tests its direct effect through the following
hypothesis:
H3: Variety of food choices has a positive influence on continued usage intention toward online food delivery
services.
Another influential factor, particularly in digital environments, is electronic word of mouth (e-WOM). Defined
as user-generated content shared through online platforms such as reviews, ratings, and social media posts, e-
WOM plays a crucial role in influencing trust, perceived credibility, and behavioral intentions (Abdullah et al.,
2016; Litvin et al., 2008). Alghamdi et al. (2023) found that e-WOM was a significant predictor of continued
usage intention in OFDS platforms, often more influential than traditional marketing channels. The social
validation derived from peers’ positive experiences encourages new users to adopt the service and existing users
to remain loyal. Given the increasing reliance of university students on digital peer recommendations, especially
in post-pandemic scenarios where health and service quality concerns are paramount, e-WOM is likely to exert
a strong influence on continued usage. Therefore, the following hypothesis is developed:
H4: Electronic word of mouth has a positive influence on continued usage intention toward online food delivery
services.
RESEARCH METHODOLOGY
Research Design
This study employed a quantitative research design to examine the influence of selected predictors, inclusive of
perceived usefulness, perceived ease of use, variety of food choices, and electronic word of mouth on the
continued usage intention of online food delivery services (OFDS) among Malaysian university students. The
study adopted a cross-sectional survey approach using a structured online questionnaire, which was distributed
through social media platforms. This methodology was appropriate for capturing self-reported perceptions and
behavioral intentions from a geographically dispersed youth population in a timely and cost-effective manner.
Population and Sample
The target population consisted of Malaysian public university students aged between 18 and 30 years who had
used OFDS within the past 12 months. This population segment was selected due to their high digital engagement
and growing reliance on OFDS for daily food consumption. Given the absence of a publicly available sampling
frame for this population, a non-probability purposive sampling method was adopted. Screening questions were
incorporated at the beginning of the survey to ensure that only eligible respondents who met the inclusion criteria
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were able to proceed. These criteria required that respondents be Malaysian nationals, enrolled in public
universities, and have used OFDS at least once in the preceding year.
To determine the minimum required sample size, G*Power 3.1 software was used to perform an a priori power
analysis for multiple regression with four predictors (Faul et al., 2009). Setting the significance level (α) at 0.05,
power (1-β) at 0.95, and a medium effect size (f² = 0.15), the minimum sample size required was calculated to
be 129. To accommodate potential unusable responses, a total of 150 completed questionnaires were collected,
meeting the requirements for Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis using
SmartPLS software (Ringle et al., 2024).
Instrument Development and Measures
The instrument used in this study was a structured questionnaire adapted from established and validated
measurement scales in prior research (Table 1). Perceived usefulness and perceived ease of use were measured
using items adapted from Davis (1989) and Troise et al. (2021). Variety of food choices was adapted from Wang
et al. (2020), while electronic word of mouth items were adapted from Alghamdi et al. (2023). Continued usage
intention was also measured based on items developed by Alghamdi et al. (2023). All constructs were measured
using a 7-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree).
Table 1. Construct Reliability and Convergent Validity
Constructs
Item
Codes
Items Sources
Perceived Usefulness
(PU)
PU1 Using OFDS app addresses my needs. Davis (1989)
PU2 Using OFDS app saves me time.
PU3 Using an OFDSs app is an efficient way to order
my meals.
PU4 Using an OFDS app makes my life easier.
PU5 Overall, using an OFDS app is a useful way to
order meals.
Perceived Ease of Use
(PEOU)
PEOU1 It is easy to use OFDS app. Troise et al.
(2021)
PEOU2 OFDS app is understandable and clear.
PEOU3 Using OFDS app requires minimum effort.
PEOU4 Learning to use OFDS app is easy.
Variety of Food
Choices (VFC)
VFC1 The OFDS app offers a variety of restaurant
choices.
Wang et al.
(2020)
VFC2 The OFDS app offers a variety of food choices.
VFC3 I can order food with a wide range of prices
through the OFDS app.
E-Word of Mouth
(EWOM)
EWOM1 I always read reviews that are presented on the
OFDS app.
Alghamdi et al.
(2023)
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EWOM2 The reviews presented on the OFDS app make
me confident.
EWOM3 I am confused if I do not read reviews before
using the OFDS app.
Continued Usage
Intention (CUI)
CUI1 I don’t want to stop using OFDS app. I intend to
keep doing it.
Alghamdi et al.
(2023)
CUI2 Instead of employing any other method, I want
to keep using OFDS app.
CUI3 I would like to continue using OFDS app as
much as I can if I could.
CUI4 Overall, I would continue using OFDS app.
Data Collection
Content validity was ensured through expert review by academics specializing in consumer behavior and digital
services. Prior to full deployment, a pilot test was conducted with 30 university students to assess item clarity
and reliability. Cronbach’s alpha coefficients from the pilot study exceeded the recommended threshold of 0.70
for all constructs, indicating satisfactory internal consistency. The final questionnaire was then distributed online
via platforms such as WhatsApp, Instagram, Telegram, and Facebook, with the assistance of university student
networks and group administrators. The data collection process took place over a one-month period following
ethical approval from the Research Ethics Committee of Universiti Teknologi MARA (UiTM).
Data Analysis
Data analysis was conducted using both SPSS version 26.0 and SmartPLS version 4.0 (Ringle et al., 2024).
Descriptive statistics were computed to summarize respondent demographics and item distributions. Structural
Equation Modeling via the PLS-SEM technique was applied to assess the measurement model and structural
relationships among constructs. This two-step approach involved evaluating the reliability and validity of the
measurement model before testing the structural model for hypothesis confirmation, following recommendations
by Hair et al. (2022). Bootstrapping procedures with 10,000 resamples were used to assess the significance of
path coefficients.
FINDINGS
Respondent Demographics
A total of 150 valid responses were collected from Malaysian public university students who had used online
food delivery services (OFDS) within the past 12 months. The sample comprised 50.7% male (n = 76) and 49.3%
female (n = 74) respondents. The majority were aged between 21 and 23 years old (48.7%), followed by 24 to
27 years (32.7%), 18 to 20 years (18%), and a small proportion aged 28–30 (0.7%). In terms of ethnicity, Malay
respondents represented the majority (64%), followed by Chinese (20%) and Indian (16%). Most respondents
were enrolled in bachelor’s degree programs (60.7%), with others in diploma (37.3%), master’s (1.3%), and pre-
diploma (0.7%) programs. The most frequently reported use of OFDS ranged from 1–10 times over the past 12
months, indicating moderate but consistent use of these services among the sampled population.
Descriptive Statistics of Constructs
The descriptive statistics for the study constructs are presented in Table 2. All items had means ranging from
5.13 to 5.77 on a 7-point Likert scale, indicating moderately high agreement with the measured statements.
Standard deviations ranged from 0.96 to 1.40, suggesting reasonable variability in responses.
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Table 2. Descriptive Statistics of Constructs
Construct Item Mean SD
Perceived Usefulness PU1–PU5 5.13–5.63 0.97–1.35
Perceived Ease of Use PEOU1–PEOU4 5.44–5.62 1.02–1.40
Variety of Food Choices VFC1–VFC3 5.67–5.77 1.08–1.21
E-Word of Mouth EWOM1–EWOM3 5.21–5.64 0.96–1.21
Continued Usage Intention CUI1–CUI4 5.36–5.50 1.05–1.20
Measurement Model Evaluation
The reliability and validity of the constructs were assessed through factor loadings, Cronbach’s Alpha (α),
composite reliability (CR), and average variance extracted (AVE). As shown in Table 3, all constructs met the
recommended thresholds: CR values exceeded 0.70, AVEs were above 0.50, and individual item loadings were
greater than 0.60 (Hair et al., 2022).
Table 3. Construct Reliability and Convergent Validity
Constructs Items Factor Loadings Cronbach’s α CR AVE
Perceived Usefulness (PU) PU1 0.830 0.846 0.868 0.662
PU2 0.834
PU3 0.835
PU4 0.674
PU5 0.757
Perceived Ease of Use (PEOU) PEOU1 0.827 0.769 0.818 0.599
PEOU2 0.862
PEOU3 0.591
PEOU4 0.786
Variety of Food Choices (VFC) VFC1 0.871 0.795 0.809 0.710
VFC2 0.855
VFC3 0.801
E-Word of Mouth (EWOM) EWOM1 0.823 0.636 0.654 0.581
EWOM2 0.785
EWOM3 0.671
CUI1 0.678 0.893 0.843 0.679
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Continued Usage Intention
(CUI)
CUI2 0.869
CUI3 0.883
CUI4 0.850
Notes: CR = Composite Reliability; AVE = Average Variance Extracted
Discriminant validity was evaluated using the Heterotrait-Monotrait (HTMT) ratio. As shown in Table 4, all
HTMT values were below the recommended threshold of 0.90 (Hair et al., 2022), confirming discriminant
validity among constructs.
Table 4. Discriminant Validity (HTMT Ratios)
Constructs PU PEOU VFC EWOM CUI
Perceived Usefulness (PU) -
Perceived Ease of Use (PEOU) 0.755 -
Variety of Food Choices (VFC) 0.664 0.566 -
E-Word of Mouth (EWOM) 0.883 0.768 0.740 -
Continued Usage Intention (CUI) 0.703 0.688 0.532 0.813 -
Structural Model Evaluation
The structural model was evaluated to test the hypotheses and determine the strength and significance of the path
relationships. As shown in Table 5, three of the four hypothesized relationships were statistically significant.
Perceived usefulness (β = 0.255, p = 0.010), perceived ease of use (β = 0.226, p = 0.018), and electronic word
of mouth (β = 0.277, p = 0.002) had significant positive effects on continued usage intention. However, variety
of food choices did not significantly influence continued usage intention (β = 0.064, p = 0.446).
Table 5. Hypothesis Testing Results
Hypo Path β t-value p-value 95% CI (BC) Supported
H1 PU → CUI 0.255 2.593 0.010 [0.055, 0.445] Yes
H2 PEOU → CUI 0.226 2.359 0.018 [0.025, 0.403] Yes
H3 VFC → CUI 0.064 0.763 0.446 [–0.103, 0.225] No
H4 EWOM → CUI 0.277 3.165 0.002 [0.109, 0.451] Yes
Note: Hypo = Hypotheses; PU = Perceived Usefulness; CUI = Continued Usage Intention; PEOU = Perceived
Ease of Use; VFC = Variety of Food Choices; EWOM = E-Word of Mouth
The coefficient of determination (R²) for continued usage intention was 0.523, indicating that the model explains
52.3% of the variance in the dependent variable, which reflects a moderate-to-strong predictive power (Hair et
al., 2022). Effect sizes (f²) were also computed, revealing small to moderate effects for PU (0.049), PEOU
(0.047), and EWOM (0.077), while VFC had a negligible effect (0.001). The results of hypothesis testing is
illustrated in Figure 1.
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Figure 1. Result of the Structural Model Assessment
DISCUSSION, IMPLICATIONS, LIMITATIONS AND RECOMMENDATIONS
This study aimed to investigate the predictors of continued usage intention toward online food delivery services
(OFDS) among Malaysian university students, extending the Technology Acceptance Model (TAM) with two
additional constructs: variety of food choices and electronic word of mouth (e-WOM). The findings provide
several theoretical and practical insights that contribute to a better understanding of user retention in the context
of digital food platforms.
Consistent with the core propositions of TAM, both perceived usefulness (PU) and perceived ease of use (PEOU)
significantly influenced users’ continued usage intention. This aligns with previous findings in both OFDS and
other digital service domains, reaffirming that users are more likely to continue using technology when they
perceive it to be both beneficial and easy to operate (Davis, 1989; Hong et al., 2021; Troise et al., 2021).
Specifically, students in this study valued OFDS platforms that saved time, simplified the food-ordering process,
and offered convenience without requiring steep learning curves. These results validate the robustness of TAM
even in non-Western, youth-centered, and post-pandemic settings, reinforcing its applicability across varied
cultural and technological contexts.
Electronic word of mouth emerged as the most influential factor in the model, exerting a stronger effect on
continued usage intention than PU or PEOU. This finding supports prior research indicating that peer
recommendations, user-generated content, and online reviews serve as powerful forms of social proof that can
significantly shape consumer attitudes and behaviors (Alghamdi et al., 2023; Litvin et al., 2008). In digitally
connected communities, especially among students who are frequent social media users, e-WOM provides trust
signals that compensate for the lack of face-to-face service interactions. Positive feedback on food quality,
delivery speed, and service reliability can encourage repeated use and help OFDS platforms cultivate loyal user
bases.
Surprisingly, the study did not find a significant relationship between the variety of food choices and continued
usage intention. Although previous research has highlighted the importance of menu diversity and cultural
preferences in initial adoption and customer satisfaction (Bao & Zhu, 2022; Wang & Scrimgeour, 2022), the
current findings suggest that once users become familiar with a platform, other factors such as convenience and
peer validation may outweigh the influence of food variety. This implies that users may prioritize reliability and
usability over selection breadth in making repeated purchasing decisions. It is also possible that the baseline
expectation of variety is already met across platforms, making it a less distinguishing factor in continued use.
Theoretically, this study contributes to the growing body of literature on OFDS usage by extending the TAM
framework with relevant contextual variables. The inclusion of e-WOM as a social influence factor enriches the
model and reflects the increasing importance of peer-driven information in digital consumer decision-making.
Perceived
Usefulness
Perceived Ease of
Use
Variety of Food
Choices
E-Word of Mouth
Continued Usage
Intention
(R2 = 0.523)
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By testing the model in the Malaysian higher education context, this research adds empirical evidence from an
emerging market often underrepresented in global e-commerce studies.
From a practical standpoint, the findings offer clear implications for OFDS providers and marketers. First,
ensuring that platforms are easy to navigate and function efficiently should remain a top priority. Developers
should focus on optimizing user interfaces, minimizing loading times, and simplifying the ordering and payment
processes. Second, strategies to enhance perceived usefulness such as offering loyalty points, real-time tracking,
and personalized promotions can further encourage repeated use. Third, e-WOM should be actively managed
and leveraged as a marketing tool. Encouraging satisfied customers to leave reviews, share experiences on social
media, and rate services can significantly amplify trust and user engagement. Service providers may also
consider integrating in-app prompts or gamified incentives to stimulate user feedback.
Nonetheless, this study is subject to several limitations. First, the use of a cross-sectional design restricts causal
inference and fails to capture changes in user perceptions over time. Longitudinal studies are recommended to
examine how continued usage evolves with platform maturity, service quality fluctuations, or life-stage
transitions. Second, the sample was limited to university students, which may limit generalizability to other user
segments such as working adults or rural populations. Future research should include a broader demographic
spectrum to enhance external validity. Third, the study relied on self-reported data, which may be prone to social
desirability bias or common method variance. Employing mixed-method approaches combining surveys with
interviews, usage analytics, or experiments could provide a more comprehensive understanding of user behavior.
CONCLUSION
This study examined the predictors of continued usage intention toward online food delivery services (OFDS)
among Malaysian university students by extending the Technology Acceptance Model (TAM) with two
additional variables: variety of food choices and electronic word of mouth (e-WOM). The results confirm that
perceived usefulness, perceived ease of use, and e-WOM significantly influence users’ intention to continue
using OFDS platforms, while variety of food choices did not emerge as a significant predictor. These findings
suggest that technological functionality and social influence outweigh the breadth of product offerings in shaping
long-term user engagement with digital food delivery systems.
Theoretically, the study reinforces the validity of TAM in emerging market contexts while highlighting the
importance of integrating user-driven constructs such as e-WOM to account for evolving digital consumer
behavior. It contributes to the growing literature on OFDS by focusing on post-adoption behavior, an area that
remains underexplored, especially in Southeast Asia. Practically, the insights from this research provide
guidance for OFDS providers aiming to strengthen user retention. By prioritizing ease of use, emphasizing
service utility, and strategically promoting user reviews, service providers can foster sustained engagement
among digitally savvy youth consumers.
Looking ahead, future studies should consider longitudinal designs to explore changes in usage patterns over
time and across different life stages. Expanding the model to include trust, service quality, pricing, or
gamification may yield a more comprehensive understanding of what drives long-term user loyalty in digital
food ecosystems. As digital platforms continue to evolve, understanding the nuances of continued usage behavior
will be vital for both theory development and service innovation.
ACKNOWLEDGEMENT
The authors gratefully acknowledge Universiti Teknologi MARA, Cawangan Pulau Pinang for its institutional
support. This research was funded by the Malaysian Ministry of Higher Education (MOHE) under the
Fundamental Research Grant Scheme (FRGS) (Grant No. FRGS/1/2017/SS01/UITM/03/8; UiTM Ref. No. 600-
IRMI/FRGS 5/3 (061/2017)).
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