Impact of cognitive aspects of food mobile application on customers’ behaviour

Abstract

After COVID-19, mobile application is getting attention because it can make up for losses from limited food service operations. Although several researchers have started to understand the food delivery industry, extant studies fail to empirically address the question of who customers respond to positively in food delivery application. Customers’ experience on forming patronized behaviour, the important emerging area of tourism industry is examined in this study. Customers’ perceived enjoyment and social presence are hypothesized to affect attitude, which patronized behaviour to delivery brand. In line with positive psychology and social facilitation theory, the impact of customers’ perceived cognitive enjoyment and social presence on favourable attitude is found using data collected from an online survey. Moreover, the causality between attitude and brand loyalty is discovered. Lastly, the mediating role of attitude in the relationship between food delivery application experience and loyalty is supported. Finally, how food delivery application influences their behaviour is enlightened and useful practical implications for service providers are provided in this study.