The Influence Of Subjective Norms And Perception Food Safety Toward Behavioral Intention To Use And Continuance Behavior (Study Case On Mobile Food Delivery Applications During Covid-19 Pandemic In Indonesia)

Abstract

COVID-19 has opened up a significant market for mobile food delivery services in Indonesia. Based on the theory of planned behavior, subjective norms were hypothesized to have a positive impact on behavior intention and continuance behavior. The study also aimed to determine the positive impacts of perceived food safety, and behavioral intention on continuance behavior, while the perception of food safety was also proposed to have direct impacts on behavioral intention. SEM Amos was used to evaluating data obtained from 300 respondents who were experienced in using delivery apps for ordering food. As a result, this study contributes to prior findings regarding the positive effects of the subject norm and perceived food safety on behavioral intention to use mobile apps. Additionally, customers’ continued usage behavior was found to be also influenced by behavioral intention and perceived food safety. It was concluded that these findings have significant theoretical and practical implications.