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Purpose Guided by the stimulus–organism–response theory, this study aims to examine the factors affecting consumers’ continuous usage intention of food delivery apps (FDAs) among Iraqi consumers. Particularly, it examines how experiential value dimensions, namely, efficiency, service excellence, visual appeal and gamification affect perceived value, which in turn predicts continuous usage intention. In addition, promotion is examined as a moderator on the link between perceived value and the continuous usage intention. Design/methodology/approach Data were collected via an online questionnaire survey using a judgmental sampling approach, resulting in 302 valid responses from individuals with experience using FDAs. Partial least squares structural equation modeling technique was used to test the proposed framework. Findings The findings reveal that the experiential value dimensions significantly enhance perceived value, which eventually leads to continuous usage intention. Data also supported the mediating effect of perceived value between efficiency, service excellence and gamification on continuance intention, except for visual appeal. However, the moderating effect of promotion on the perceived value–continuous usage intention relationship was not supported. Practical implications FDA providers should strategically invest in enhancing experiential value rather than relying solely on basic functionality. Emphasis should be given to building service excellence to strengthen long-term user ties. Furthermore, integrating gamification, enhancing efficiency and focusing on visual appeal should be treated as baseline requirements to enhance customers’ perceived value, leading to continuous usage of the FDA. The findings suggest that promotions used in isolation do not meaningfully deepen the link between perceived value and continued use. As such, FDA providers may consider integrating promotions with experience-based features (e.g. gamified discounts or rewards tied to app behaviors) to support long-term retention. Originality/value This study provides a newer perspective by highlighting experiential values as the key antecedents of perceived value in the context of FDAs. Unlike previous work that primarily focused on technical or functional aspects, this research emphasizes emotional and aesthetic aspects, namely, efficiency, service excellence, visual appeal and gamification. The findings contribute to the evolving understanding of how experiential elements influence digital service usage.
Agha et al. (Wed,) studied this question.