Revealing repeat use intention of online food delivery services in Indonesia: what really counts?

This study intends to explore individual behavior in reusing online food delivery services by examining their satisfaction and perception of other reviews (i.e. bandwagon effect) in Indonesia. The predictors of personal satisfaction (i.e. performance expectancy, habit, food quality, and service fulfillment) were also examined. The Unified Theory of Acceptance and Use of Technology (UTAUT) framework was used as a point of reference combined with the attribution theory to understand how people make causal explanations and use information from others. An explanatory hypothetical-deductive method was adopted by conducting an online survey with a purposive sampling technique targeting individuals who have experienced online food delivery in Indonesia. A total of 262 respondents who completed the questionnaire were considered valid for analysis. WarpPLS 6.0 was used to test the hypotheses. This study found that performance expectancy, habit, food quality, and service fulfillment are significantly good predictors of satisfaction, while satisfaction and bandwagon effect affect repeat use of online food delivery services. In addition, we found that the effect of performance expectancy and food quality on satisfaction is significant for customers who use the online food delivery service less frequently, confirming the law of diminishing marginal utility. Our study offers an integrative framework for understanding consumer behaviors in the context of online food delivery services, which has been partially studied.