INVESTIGATING THE IMPACT OF AFFORDANCE VALUE AND TRUST ON THE USAGE OF FOOD DELIVERY APPLICATIONS: A CONCEPTUAL STUDY

Abstract

Food delivery applications (FDAs) have been increasingly popular in recent years. Customers from developed and emerging countries are increasingly using these applications for quick and easy delivery of food to their homes. Furthermore, FDAs have provided restaurants with new chances to increase revenue without needing to increase sitting space. As a result, there has been a notable shift in the food sector, with an increasing number of customers relying on FDAs for their meal needs. Although FDAs are becoming more prominent, it is essential to understand the elements that affect their usage. This study utilises an extended Technology Acceptance Model (TAM) as an underpinning reasoning. The affordance value and trust in the application platform are also examined to bridge the hypothetical relationship for future research direction. This study aims to provide insights to future researchers in the food delivery research area regarding the potential factors influencing the usage of meal delivery apps. This study offers significant information for FDA service providers seeking to expand market share by knowing how to impact consumer usage.