The Factors Affecting Intention to Reuse through Trust on Consumption in Online Food Ordering Service

Abstract

Mobile food ordering applications have been seen in the restaurant industry as tools to engage customers and deliver superior services. This study aims to examine the factors affecting intention to reuse through trust on consumption in online food ordering service. This research is quantitative research and the data were gathered through online questionnaires as instruments for data collection. The study collects data from 253 participants who live in Bangkok, Thailand and have experience of using mobile food ordering application. The findings of this study revealed that Social Influence and Online Tracking positively affect intention to reuse the mobile food ordering application. Similarly, the results also demonstrated that customer’s trust positively affect intention to reuse. Trust was also found as significant mediator in the relationship between social influence and online tracking toward Intention to reuse. The limitation of this study are respondents were limited in only Bangkok, Thailand. Therefore, the model can be further developed to other industry other than restaurant industry.

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